Stefano Tonchi. (photo courtesy of Conde Nast.)
After much speculation in the media world on who would take the helm of W Magazine, it was confirmed yesterday that Stefano Tonchi will start his new position as Editor in Chief beginning April 12 of this year. As for the reasoning behind this selection, it is a well known fact that he has connections to potential fashion advertisers dating from his time as Editor in Chief of T Magazine for the New York Times. This factor alone was probably strong enough to encourage Conde Nast to select Tonchi so he could bring life to a magazine that has been languishing recently. It was reported that W's advertising pages decreased by 45.8% in 2009, and already another 18% decline has been reported for 2010. Tonchi has said that to accomplish this he will make W less of a "fashion-obsessed" magazine and make it into a more "general interest style magazine."
We wish Mr. Tonchi luck in his new position, and hope he can save W from extinction.