Condé Nast's Thrilling Times as Recollected by Michael Grynbaum
In the 1980s, Condé Nast, a mid-tier magazine house, underwent a remarkable transformation under the leadership of Si Newhouse. Michael Grynbaum's book, Empire of the Elite, provides a detailed account of Newhouse's tenure and the subsequent unraveling that ensued.
Si Newhouse, the mastermind behind the empire, realised the importance of hiring the right people and getting out of their way. He brought on editor Tina Brown to revive Vanity Fair, purchased The New Yorker, and named Anna Wintour editor of Vogue. Newhouse's strategy proved successful, as Condé Nast's magazines became engines of cultural production, featuring a high-low mix of stories that seemed scandalous at the time.
During this period, Condé Nast editors were often encouraged to live like aristocrats, with writers staying at five-star hotels for weeks on reporting trips. This extravagant lifestyle was symbolic of the swinging Reagan eighties moment where consumption and materialism were celebrated. The same week that Tina Brown's first issue of Vanity Fair went on sale, the first episode of Lifestyles of the Rich and Famous premiered, further embodying this era.
However, the cultural attitudes towards the wealthy shifted significantly after the 2008 financial crash, leading to resentment and suspicion of elites. This was a challenging time for Condé Nast, a company built on selling exclusivity. Yet, the organisation has made strides in diversifying its workforce and elevating voices that were otherwise excluded.
In the early days of Vanity Fair under Tina Brown, the magazine introduced "The Mix", a full-course meal for the reader that combined edifying, titillating, entertaining, and educating content. This approach, which mirrored and drove the cultural shift of celebrating new wealth during the Reagan era, continues to hold relevance in today's more democratic media culture.
In today's chaotic media landscape, the need for gatekeepers to provide judgment and discernment may be more important than ever. Tina Brown and other industry figures have emphasised the importance of these gatekeepers, stating that reading everything online is boring, and there is a need for gatekeepers to sift through the culture and provide judgment and discernment.
The popularity of Substack writers with specific points of view and perspectives further underscores this need. People still have an urge to be told what's worth paying attention to, and Condé Nast, in its heyday, was a prime example of a company that fulfilled this desire.
Si Newhouse's tenure at Condé Nast was marked by his ability to curate culture, influencing before the term became popular. His decisions, such as the hiring of Tina Brown and Anna Wintour, and the expansion of the company's portfolio, solidified Condé Nast's place as the ultimate expression of the Manhattan elite.
Even today, Condé Nast's legacy can be seen in its continued influence on culture and society. From the red carpet at the Met Gala to the pages of Vogue and Vanity Fair, Condé Nast continues to shape the narrative, providing a discerning eye in a world of endless content.
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