W September 2010 : Hollywood's New It Girls by Inez & Vinoodh

[Style Savvy]

who the hell are these people

My thoughts exactly.

 

[duynk88]

who the hell are these people

Agree. They can change the layout, ok. But dont change everything! It's too fast. The old logo is very iconic, I love it!

 

[bones]

Are they serious with the tagline? It's like they paid a 9yo to spew that stuff. Hmph, well I'm glad they kept the old photographers. I wonder if they will work with Sorrenti anytime soon.

 

[t-rex]

A cover with, from left, the actresses Yaya DaCosta, Jennifer Lawrence and Greta Gerwig.

W, a magazine best known for ethereal photo spreads with dazed-looking models sporting Versace, Chanel, Prada and Ferragamo, is assuming a new look and editorial tone. It is becoming a place that its new editor, Stefano Tonchi, hopes readers will go to not only for high-end fashion but for profiles on cultural figures, travel essays and appraisals of art.

The September W contains all of the above, and a healthy dose of pictorial spreads. Some of the elements are provocative: a bare-breasted model donning jewels; blurbs from actresses describing their first on-camera sex scenes (“I will make a sex scene as uncomfortable as I can just to break the ice,” one says).

Others are more utilitarian and educational: a travel piece on Montenegro and an article about people who undergo plastic surgery prematurely.
“There is a certain kind of narrative,” Mr. Tonchi said in an interview from W’s offices on Third Avenue in Midtown Manhattan. As he flipped through slides of a PowerPoint presentation of the magazine, staff members were busily working to close the issue, scurrying in and out of a conference room and rearranging the sequence of miniature pages from the issue on a cork board.

“And we tried to create that,” he continued. “It is missing from magazines so often. So many times magazines look like a collage of things just sent to them.”

Mr. Tonchi took over at W in April. Most recently he served as the editor of T: The New York Times Style Magazine, which he helped create in 2004. He has also held top creative and fashion positions at magazines including Esquire, and the Condé Nast publications Self and L’Uomo Vogue.
He arrived at W as it was trying to arrest a steep slide in revenue. In a difficult year for its publisher, Condé Nast, W was one of the hardest hit magazines, losing 46 percent of its ad pages from 2008 to 2009.

Business has been improving at W this year, and in the magazine business as a whole. Ad pages for the September issue, the issue that fashion magazines consider their most important in terms of ad page totals, were up at W to 249, from 192 in the same month last year.

W’s overall circulation is up slightly this year, to an average of about 466,000 a month, according to data reported to the Audit Bureau of Circulations through the first half of 2010. But sales at the newsstand have slipped.
W’s executives considered the magazine to have untapped potential, and so far seem pleased with Mr. Tonchi’s redesign.

“W is at a unique moment in time,” said Nina Lawrence, the publisher. “We reach affluent and sophisticated women, but we’re underdeveloped as a brand. Enter Stefano Tonchi.”

There are changes afoot beyond the magazine’s pages. The Web site is being redesigned and will have its debut in time for the September issue. An iPad application is in the works and is scheduled to go on sale in February.
“It’s just the beginning of a new chapter in the long-running, stylish story of W,” Mr. Tonchi writes in his letter to readers.

New York Times

 

[jeffandtheworld]

AND NOW Who are these three? This cover is nice

 

[Style Savvy]

Yaya was from ANTM Cycle 3, but she became an actress instead of a model.

 

[Royal-Galliano]

i dont give a damn who the girls are, i just want to see what the magazine looks like, i love the new fonts and all!

 

[helmut.newton]

I love the covers in terms of photography but the font and the cover logo are not resonating with me. They remind me of Vanity Fair for some reason. And whats with the "Who, what, where, when and why in the world of..." at the top? Awful awful awful.

 

[Bertrando3]

WHAAAAAAAAAAAAAAAAAAAAAAAAAAAAAT ????! It looks SO BAD ! First of all when I opened the post I was like "gosh what a fake image, ok now where is the REAL cover?!" but it is looooool oh my god! It's more than disappointing it's s**t work! The logo was what "W" covers were so eyes catching! And the tagline looks ridiculous and pff Ok I better stop it's not interesting anyway.

 

[dior_couture1245]

I am so sad. I hate this. Absolutely hate this. W was always one of my favorite magazines, in fact, I always considered it one of the best American fashion publications.

This looks very cheesy. I hate the new logo, I hate the tagline, and I hate how generic the typography and layout look. And don't get me started on the photographs...

I'm devastated, really. I'm curious to see the editorial content, but at this rate, I don't have much hope.

 

[hysteria]

When I saw the title, I thought "oh no"..and here you go..

 

[columbine]

This looks very promising. Can't wait to see what's inside.

 

[blueorchid]

I hate the fact that I'll probably buy this just for the sake of it...

 

[carmen_kass]

Yaya as in Yaya from ant?

 

[cottonmouth13]

This is the very first time that I knew of Greta Gerwig. Never heard anything about her before. Who is she? God..even that Yaya..whatever.

Bring Emma Roberts and Mary Elizabeth Winstead!

 

[beltedmaude]

I really dislike the redesign of the cover!

 

[lamb]

I really like the first cover with Kat Denning and Jessica Chastain, but don't like the logo or the tag line at all.

 

[AD011620]

I actually like these covers a lot... they have 80's touch... but love it.. I don't even care who these people are... they look great... it is good to have some young stars on the covers as well especially if they are talanted...

 

[Lanbim Cord]

i want back the old logo

wmagazine.com

 

[KKnardi]

^the new logo is better.