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Condé Nast Leans on Glitzy Events; ‘Yellowstone’ Creator Taylor Sheridan to Leave Paramount for NBCU; Trump Answers Ontario Ad With Tariff Hike
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Welcome back. Today, the publisher of Vogue and The New Yorker tries to create cultural moments; NBCUniversal poaches a top creative from David Ellison’s Paramount; and Ontario pulls a commercial hated by Trump….but not before running it in a couple of World Series games.
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Performers walk the runway during Vogue World yesterday at Paramount Studios in Los Angeles. Photo: Gonzalo Marroquin/Getty Images for Vogue
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Condé Nast is embracing more flashy events, paywalls and other revenue sources as its traditional ad business suffers in the age of social media and seemingly transformative AI begins to take hold, Alexandra Bruell writes.
The strategy was on display yesterday when the publisher of Vogue, Vanity Fair and The New Yorker produced its fourth annual Vogue World event on Paramount Studios’ Los Angeles lot. Programming included performances by Doja Cat and Gracie Abrams and a show featuring fashion inspired by iconic films.
Vogue World is part of a playbook of creating content around a hot event that Condé Nast first mastered with the Met Gala. The museum fundraiser isn’t owned by Condé, but associated activities such as a YouTube series about celebrities getting ready for the event generate millions of dollars in revenue for the company.
“You have to be pushing yourselves to do new things,” CEO Roger Lynch said. “When you do that, you make mistakes. It’s a natural part of it. And you just course-correct. But the certain mistake is to not change.”
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Content from our sponsor: Deloitte
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Snowflake CMO: Map Marketing KPIs to the Sales Pipeline
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Denise Persson, CMO of cloud data company Snowflake, shares how she fosters alignment across functions and geographies. Read More
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Sheridan will create films for NBCUniversal’s movie studio Universal Pictures as well as TV content for NBC and Peacock. Photo: David Becker/Getty Images/Paramount+
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Prolific movie and television producer Taylor Sheridan, known for hits including “Yellowstone,” “Tulsa King” and “Landman,” has signed a deal to join NBCUniversal when his contract with Paramount expires, Joe Flint reports, citing people familiar with the matter.
Sheridan has become one of the most reliable creators and producers for Paramount over the past several years and has been one of the biggest providers of shows for the Paramount+ streaming service.
His exit is a potentially big blow to Paramount, which was acquired three months ago by David Ellison’s Skydance Media. But Sheridan will stay involved in all his shows there and won’t depart for NBCUniversal until 2029, after his current contract expires.
News of Sheridan’s eventual exit was earlier reported by Puck.
Related: If David Ellison were to succeed in his efforts to acquire Warner Bros. Discovery, one likely scenario would be the combination of CNN and CBS News. [WSJ]
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“I’ve been really manifesting and, like, trying to get some sort of celebrity placement.”
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— Abby Price, founder of the embroidery business Abbode in Manhattan. All her manifesting paid off this month when Sabrina Carpenter wore a t-shirt embroidered by her company on “Saturday Night Live.”
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Ontario Premier Doug Ford said he would pause an ad campaign that has upended Canada’s trade talks with the U.S. Photo: Blair Gable/Reuters
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The U.S. will impose an additional 10% tariff on Canada as punishment for Ontario’s anti-tariff advertising, Gavin Bade, Vipal Monga and Natalie Andrews report.
The ad uses audio from a 1987 radio address by former President Ronald Reagan, who argues that tariffs can look patriotic but over the long run “hurt every worker and consumer.”
President Trump called the commercial misleading. “Because of their serious misrepresentation of the facts, and hostile act, I am increasing the Tariff on Canada by 10% over and above what they are paying now,” Trump wrote on Truth Social on Saturday.
Trump had already threatened to cut off trade talks with Canada over the ad, prompting Ontario Premier Doug Ford to say on Friday that he would call off the campaign—effective Monday.
That meant it still ran Friday night in game one of the World Series, a fact Trump noted in his Saturday post, saying that the ad “was to be taken down, IMMEDIATELY.”
The ad ran again Saturday night during game two.
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$3.5 billion
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Valuation of Grindr in a buyout offer from two of its top investors. Grindr defied the headwinds confronting dating apps in its most recent quarter, swinging to a profit as revenue and average monthly active users climbed.
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The WSJ CMO Council Summit
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This Nov. 18 and 19, CMOs will gather in New York for The WSJ CMO Summit, featuring marketing leaders such as Vanessa Broadhurst of Johnson & Johnson, Alicia Tillman of Delta Air Lines and Laura Jones of Instacart. Together, they’ll explore fan-fueled growth, AI in marketing and the evolving CMO-CEO partnership. Join the CMO Council and be part of the conversation shaping the future of marketing leadership.
Request Invitation
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Homeowners are getting help decorating for fall with pumpkin assortments styled by businesses like Mr. Jack O’ Lanterns Pumpkin Patch. Photo: Mr. Jack O’ Lanterns Pumpkins
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Families are paying “pumpkinscapers” north of $1,000 to create Insta-perfect tableaus for porches and front yards. [WSJ]
The company that makes the furniture elevator just used to rob the Louvre quickly turned the heist into a social-media ad. [NYT]
New outdoor ads near bars and clubs in Sweden subtly weave McDonald’s Golden Arches into images of a night out. [Creative Bloq]
Guillermo del Toro says he would “rather die” than use AI in filmmaking. [Vulture]
WWE plans to use AI to help write wrestling storylines. [Futurism]
Dave’s Hot Chicken knocked OpenAI video generator Sora from the top spot in the App Store. [Wired]
Piyush Pandey, a longtime Ogilvy creative leader and “the architect” of Indian advertising, died at age 70. [Ad Age]
Clippy isn’t really back, no matter what Microsoft says. [PC Gamer]
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