Conde Nast buys 'Wired'; online unit stands alone.

Advertising Age, May, 1998 by Beth Snyder; Marie, Ann Kerwin

Conde Nast Publications' acquisition of Wired for a reported $75 million raises questions about the future branding of the magazine's online extensions.

Wired Ventures sold its flagship magazine to Conde Nast, whose parent Advance Publications has been an investor since January 1994. As part of the agreement, Wired Ventures' Wired Digital unit retains the exclusive online rights to the Wired name in perpetuity.

Wired Digital will also have the rights to Wired's archives. And it will continue to maintain the magazine's Web area on the umbrella Wired site (www.wired.com).

Wired's portion of that site exists primarily to promote subscriptions to the magazine. The umbrella site is considerably broader, incorporating Wired News: online magazine HotWired;...

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