... especially Conde Nast. The advantages to running a media company "at scale" are many. Having a large selection of highly targetable demographics means that the ad sellers have "inventory" to pitch to whatever advertisers they want -- especially if they do things like present aggregate yearly incomes and so forth (which I assume Reddit would inflate.)

On a more important note, I think that they are just trying to bring the worlds of nerds and GQ together to bring about world peace.. ;)