Condé Nast CEO Bob Sauerberg has given himself a five-year window to diversify the legacy magazine publisher’s revenues away from print advertising and put it on a path to profitability. Industry observers and former Condé executives think he has his work cut out for him.

“It’s a logical adjacency to think about, but you have to be realistic,” Andre James, a partner at Bain & Company who heads the firm’s media and entertainment practice in the Americas, told Digiday in response to a question about the increased competitiveness in the market for agency and creative services. “You have all the big media conglomerates trying to run the same strategy.”

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