Women’s Wear Daily
04.23.2014
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fashion-memopad

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New York magazine will reverse the usual print-to-Web trajectory by spinning off some of its online fashion coverage into a semiannual magazine.

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AT LEAST THEY LOOK AT PICTURES: New York magazine will reverse the usual print-to-Web trajectory by spinning off some of its online fashion coverage into a semiannual magazine. The visually driven New York Look will debut in November with an emphasis on the magazine's "5 x 10" format — five examples of 10 trends that comprise "incredibly ruthless distillations of the trends of the season," according to editor in chief Adam Moss. He argued this "elegant sorting" offered an editorial authority unavailable online, as well as the "tactile experience" of print. The magazine will appear soon after the New York and European shows, and will be a combination of controlled circulation and selective newsstand sales. Produced by New York magazine's existing fashion staff with the aid of freelancers, Look will have little writing and no portfolio photography, only runway shots.

If all of this sounds like an inexpensive pursuit with high ad-grab potential, Moss doesn't dispute it (although he insisted it will be nothing like its prospective competitor, The New York Times' advertising driven T). "I hope it's good for advertising, and it's not going to be very expensive to produce, but we will take our money and spend it on beautiful design," he said. "It will not look like a supplement. It will look like a beautiful magazine." — Irin Carmon

ABOUT TIME:
Time Inc. on Monday made two major moves in its corporate ranks: Howard Averill was named chief financial officer, while Mitch Klaif was appointed the publisher's senior vice president, information technology. Time Inc. had not had an official cfo since Richard Atkinson, who left the company in December 2005 during a corporate reorganization where 105 executives were let go. Since that time, Howard Rosen had been acting cfo in addition to his role as controller. Averill joins Time Inc. from NBC Television Group, where he was executive vice president and cfo. He takes his new position June 6. Klaif, meanwhile, was promoted from vice president of Global Magazine and Digital Technology and replaces Paul Zazzera, who is leaving the company. — Stephanie D. Smith
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