POETRY IN MOTION: In a bid to speed the editorial process and the delivery of content to subscribers, Condé Nast has purchased the London-based editorial tech company Poetica.

Condé said Poetica brings “a highly talented engineering and design team” that will enhance its ability to deliver content quickly to audiences across all platforms, allowing editorial staff to share edits and make changes quickly online or offline.

The terms of the deal were not disclosed.

“With the addition of Poetica, we significantly advance our mission of providing our edit teams the enhanced ability to collaborate on content creation in real-time, on any device,” said Fred Santarpia, executive vice president and chief digital officer of Condé Nast.

Poetica has developed proprietary technology for collaborating on content in real-time. It can be integrated with any content management system and brings Google Docs-style editing to any Web-based content.

The company is headed by cofounder and chief executive officer Anna Maybank; cofounder, chief technology officer Blaine Cook, a founding engineer of Twitter, and cofounder and chief product officer James Weiner.

Poetica will be integrated into Condé Nast’s existing content platform, Copilot, and the team will remain based in London. The Poetica team will join Condé’s network of digital product teams in New York, San Francisco and Chicago.

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