The newly created title is headed by chief content officer Phillip Picardi, who also serves as digital editorial director at Teen Vogue and Allure, both Condé Nast publications.
During his time with Teen Vogue, Picardi has revamped the publication as a digital-first brand, while quadrupling traffic to TeenVogue.com, breaking internal records.
“There is a cultural revolution happening that is — as always — spearheaded by young people who believe in fighting for equality, and we want to create a space that’s reflective of this moment,” said Picardi in a statement in early October. “We’re excited to showcase the voices and perspectives of people in the community, and prove through our storytelling that, by celebrating them, we’re really celebrating all of us.”
According to a company statement, the debut of them showcases features related to the theme of bullying, including “how to cope with online trolling, how it feels to be bullied, how it feels to be the bully, and more.”
“them is all about the future of culture and speaks to the heart of the most influential demographic – Gen Z,” said Pamela Drucker Mann, newly appointed chief revenue and marketing officer of Condé Nast in a statement. “This is the perfect example of why we created the incubator at Condé Nast – to identify, support and bring to life the incisive and insightful ideas that come from our incredibly talented teams every day.”
them marks a significant moment in the media and magazine industry, being the first media giant to launch a brand specifically focused on the LBGTQ community.
The name for the title was inspired by the pronoun “them,” and according to a company statement, “is a promise that them won’t cater to just one gender, but will be an inclusive space for all readers, including the trans and nonbinary community.”