Is McKinsey & Company the grim reaper or a savior for Conde Nast?

In 2009, Conde Nast brought in McKinsey & Company to analyze their business.

The result was the shuttering of Cookie, Modern Bride, Elegant Bride and the venerable Gourmet (whose resurgent brand is seeing green shoots); plus staff layoffs and budget cuts across all sectors of the company.

Now, the grim reaper is back at Conde Nast headquarters.

Adweek reports that McKinsey has been meeting with publishers, asking questions about how they run their businesses and where they see growth opportunities, and assessing the profitability of various brand extensions. They're also examining how to price digital products such as tablet magazines.

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