Memo Pad: Hoping For A Symbiosis... Does This Really Happen At The Plaza?... Departures...

The Wall Street Journal has been leaking more tidbits about its glossy magazine, WSJ.

View Slideshow
HOPING FOR A SYMBIOSIS: As The Wall Street Journal gets closer to the September launch of glossy magazine WSJ., it's releasing more information on the particulars and sending out editor Tina Gaudoin to advertiser-oriented events — a buzz-building strategy more akin to the magazine world than the ink-stained Journal legacy.

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

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.
View Slideshow
Page:  Next »
load comments


Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

getIsArchiveOnly= hasAccess=false hasArchiveAccess=false