In an interview Monday, Gaudoin emphasized her task has been "translating the DNA of the paper into a magazine," but with more visual flair, and said that in commissioning pieces, she has drawn about 60 percent from Journal staff and 40 percent from outside freelancers. But the former also includes the staff she herself has hired, which is overwhelmingly drawn from the magazine world, another sign to Journal insiders that the new supplement won't necessarily cohere with the traditional culture. (Gaudoin said she has also taken advantage of the Journal's extensive network of foreign correspondents, with the help of WSJ. features editor and former Weekend Journal travel editor Janelle Carrigan. Journal reporters have been told they can have "a little more freedom in terms of how they write" to adapt to magazine style, Gaudoin said.)
Sarajane Hoare, a contributing editor to Vanity Fair known for her work in British fashion magazines, will style a shoot in the first issue, and will also be a contributing editor. In keeping with the magazine's dual audience, fashion and beauty coverage will be split between male and female perspectives, often on the same page. In the beauty department, for example, editor at large Jeffrey Podolsky takes on men's grooming, while Bliss founder Marcia Kilgore will write from the women's side. More contributing editors will be added, Gaudoin said.
WSJ., which found a publisher in American Express Publishing veteran Ellen Asmodeo, has also disclosed several of its advertisers so far. Those new to the Journal include DKNY, Dior and Bottega Veneta. Hermès and Versace, which have previously advertised in the paper, have also signed on. — Irin Carmon
DOES THIS REALLY HAPPEN AT THE PLAZA?: Jimmy Choo is creating another story for its fall ad campaign — this time a sultry one involving Angela Lindvall, the Plaza Hotel and king of raunch photographer Terry Richardson.