Condé Nast Launches LGBTQ Publication "Them"

Condé Nast Launches LGBTQ Publication "Them"

The multi-media platform will cater to the Generation Z LGBTQ community.

The multi-media platform will cater to the Generation Z LGBTQ community.

Text: Cassidy Morrison

Phillip Picardi, digital editor darling of Teen Vogue, will lead the newest Condé Nast venture: a multi-media platform aimed at the LGBTQ community called Them. The new site is said to launch October 26, and is the first independent Condé Nast title since Portfolio in 2007.

“There is a cultural revolution happening that is — as always — spearheaded by young people who believe in fighting for equality, and we want to create a space that’s reflective of this moment,” Picardi said. “We're excited to showcase the voices and perspectives of people in the community, and prove through our storytelling that, by celebrating them, we're really celebrating all of us.”

Picardi, who pitched the idea to Condé Nast Artistic Director Anna Wintour this summer, will work alongside Pamela Drucker Mann, Condé Nast’s CMO. The project’s launch partners include Burberry, Google, Lyft and GLAAD. Founding editors of Them will include Meredith Tausan, winner of the GLAAD Media Award for Outstanding Digital Journalism, and Tyler Ford, one of Dazed’s 100 visionary talents shaping youth culture.

Picardi says that LGBTQ content is among the best performing at Teen Vogue, and this project was borne out of an incubator for new branding ideas at Condé Nast. Them will be just one of many new independent outlets at Condé Nast. Vanity Fair offshoot The Hive, for example, is gaining new Internet traffic each day.

“Over the past year, we’ve been reimagining what a title looks like to better reflect today’s culture and how audiences are interacting with content,” Anna Wintour said to Business of Fashion. “It’s not that [a LGBTQ-focused publication] is something that we’ve invented or anything new,” she said. “It’s where we should be. And that, to me, is super important in just the way that the media world understands it… We want to be a part of pushing [culture] forward.”

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