A NEW STORY: Condé Nast is reshuffling its ranks and focusing on 23 Stories, its native advertising unit.

According to the New York-based publisher, Josh Stinchcomb is the division’s managing director and Dirk Standen will be editor in chief. Standen was acting as W’s digital creative director, and before that he served as Style.com’s editor in chief. In the spring, Condé Nast unveiled its plans to turn Style.com into an e-commerce site, leaving Standen without a home.

Stinchcomb most recently served as senior vice president of sales strategy and partnerships at the Condé Nast Media Group, where he oversaw the media and marketing services sales efforts for the company’s clients. During his tenure at Condé, the executive has held several senior sales and business roles.

Standen and Stinchcomb will work with 23 Stories’ Pat Connolly, who has been promoted to senior vice president of strategy, and Condé Nast creative director-at-large Raul Martinez.

“The extraordinary demand we’ve seen from the market for the higher quality, branded content we create at 23 Stories has made this the ideal moment to double down on the business with strong leadership,” said Edward Menicheschi, who serves as Condé Nast chief marketing officer and president of Condé Nast Media Group. “Josh is one of our most accomplished executives at the Media Group, with deep industry relationships, and Dirk has been an editorial pioneer in the digital space who carries the respect of the digital community. These appointments underscore the importance of branded content to our business, and that of our clients, and we look forward to driving great results for our blue chip partners.”

Condé Nast formed the branded-content division 23 Stories in January as a way to add new revenue streams. The practice is becoming increasingly common in the media today, and is largely seen as a way for advertisers to better target their audience. What is less common about 23 Stories is the fact that Condé Nast editors may be called upon to create sponsored content, although there are instances of that arrangement at other media outlets as well.

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