• by Wayne Friedman , March 12, 2013

Conde Nast will try to do for two of its iconic magazines what Hearst recently announced for Esquire -- but without the still valuable traditional TV distribution, where original series will be widely distributed on new areas of respective magazine Web sites, as well as IPTV, mobile, tablet and other video platforms.

Procter & Gamble and Microsoft have come on as traditional sponsors.

The move is being headed by Dawn Ostroff, who came aboard a year and a half ago as president of Conde Nast Entertainment. Ostroff has held senior programming executive positions at CW, and before that, Lifetime.

"We are creating more ways for our unparalleled audience of influencers and trendsetters to experience their favorite content,” stated Ostroff. “Consumers will now be able to view and share authentic Condé Nast video series across all platforms, in easily accessible ways.”

Some of Glamour's original series will focus on makeup, fashion and other women-oriented content; GQ will launch with fitness and relationship programming.

Recently, NBCUniversal, in an agreement with Hearst, said it would transform its 64-million-subscriber cable channel -- a gaming/tech network that targets young males --- into the Esquire channel, a network that would have a broader male target audience.

Many magazine publishers believe they need to expand more into the digital platforms -- and especially with video content.

Still, media analysts said new digital video networks are way behind traditional TV networks when it comes to getting the attention of big TV advertisers -- as well as big ad revenue.