Can top magazines boost their revenue with a Hollywood connection? Vanity Fair publisher Condé Nast certainly thinks so.
The company has hired two top film and TV people as part of a drive "to mine its publications for film and TV ideas that it will then pitch to Hollywood studios," according to the the Wall Street Journal.
Joining the new Condé Nast Entertainment Group are Jeremy Steckler, a former vice president at Imagine Entertainment, and Michael Klein, a programming executive at Sundance Channel.
The two will work for Dawn Ostroff, a former president of the CW Network. Steckler will buy and develop film properties. Klein will oversee "alternative programming," which includes reality shows.
Condé Nast, which also publishes the New Yorker and Vogue, doesn't intend to produce programmes or movies itself.
Ostroff said,"Condé Nast is a hub for interesting content, whether it be articles in the magazines or ideas that come through the doors of the building."
Conde´ Nast is not the first publisher to eye Hollywood for business. Hearst, publisher of Esquire and Marie Claire, recently bought a stake in TV producer Mark Burnett's operation. He is developing programmes for the Web and television,in part from content in Hearst magazines.
The moves "to some extent reflect the tougher advertising environment facing print media," said the WSJ.
Ostroff said her group was in part looking for "new ways" to work with advertisers.
"We're living in an ever changing world, where content is being distributed on many different platforms," she said. "Condé Nast is in perfect position."
The Newhouse family, owners of Condé Nast, already has major stakes in TV cable channel owner Discovery Communications and cable operator Bright House Networks.