Two-thirds of Wired’s revenue comes from digital

Ricardo Bilton of Digiday writes about Wired magazine’s digital efforts, which include a strong branded content strategy.

Bilton writes, “Tweaking the sponsored content model is fitting for Wired, which has long stood out as the most digital-friendly of Condé Nast’s properties. Digital made up half of its revenue as early as 2013 and has continued to climb. Today, Wired gets roughly 68 percent from its digital business, the highest at Condé Nast. That’s thanks to both its sponsored content business and growth on the editorial side as well. Wired.com got 13.3 million unique visitors in July, nearly double the number from a year ago. The magazine says it’s on track to hit 200 million unique visitors for the year, topping last year’s record.

“Wired editor-in-chief Scott Dadich said that the site’s digital growth comes as the magazine has dissolved the traditional lines between its print and digital teams and expanded its coverage beyond technology to include design and culture stories. Its coverage of #thedress, one of the biggest culture stories of the year, got 26 million unique visitors on its first day.

“‘Straight tech news is a commodity at this point. Tech flows through every single story we do, so we’re digging a layer deeper,’ Dadich said.”

Read more here.