source | dailyfrontrow.com
Dissecting September W: All the Inside Scoop
(NEW YORK) Earlier today, we got our fix when publisher Nina Lawrence, editor at large Lynn Hirschberg, and creative director Jody Quon finally unveiled their September effort to anxious press over lunch (and vin) at 4 Times Square. Here's the dishy takeaway!
1. SAG cardholders on the cover.
“I like the idea of creative tribes,” explained Hirschberg. “I just think it’s cool when a group of people interact with each other in an original kind of way. And there’s so much uniformity on the covers these days; we just wanted to register something new and different with the readers, and bring this world of newness to our first issue.” Rebecca Hall and Jon Hamm graced the August issue, while eight newbie actresses front September. Expect another couple of actors in October. “The young American actresses are much more interesting these days than the guys,” noted Hirschberg. “The boys are plucking too many eyebrows.”
2. It's a magazine for art-lovers.
The September issue features stories on the Venice Architecture Biennale, a tribute to Louis Bourgeois' final year, a very strong Tim Walker story about colorful East Londoners, an exploration of the L.E.S. art ghetto, and yes, a nod to David Maupin’s upcoming exhibit on Yul Brynner. “Art is something that's very important to us,” added Tonchi. “We’ll be actively collaborating with artists, continuing to do profiles, and we’re keeping November as our big Art Issue. We’re really trying to capture the larger cultural moment.”
3. Jody Quon deserves a lot of credit.
Quon traveled to couture this summer with Tonchi and Hirschberg, although sans doute, she was one of the least-recognized members of the front row. “That was really my first big fashion experience,” she said. “It was amazing, but it definitely felt like, in some way, it was a room of people who’ve worked and lived with each other. It might take a little while for them to recognize me.” It might happen sooner than that. Quon spent six years at New York, and clearly, she was a smart hire. The new WW isn't Us Weekly, you know.
4. Tonchi can't help but indulge his fellow Italians.
After his first two issues, it’s clear that Tonchi likes to support those who speak his language. Frida Giannini and Givenchy's Riccardo Tisci scored big profiles in August and September, respectively, and a coterie of Italian style icons and Valentino Garavani grace the back pages of the new issue.
5. That little documentary W is making? Part of an “ad strategy.”
Tonchi wore a microphone during the lunch because he's masterminding a short documentary about the making of his first few issues. “It’s part of the much larger strategy,” explained the EIC. “Instead of doing presentations to every single advertiser personally, they could maybe just see a video of our team on our site.”
6. Lynn's screen tests are baaaaaack!
Fret not: those beloved "Screen Tests" videos will return to the web, now dubbed Screen Test II on W's site. September's cover girls are Lynn's first subjects. “Andy Warhol invented the term,” explained Hirschberg. "So I'm not really taking the title from the Times." Fun fact: the series earned three Emmy nominations over the years.
7. Where in the world is Alex White?
W's fashion director was missing at lunch today, and only one of her fashion stories (she shot three) was featured in Tonchi’s meticulously edited presentation. However, she earned a serious shout-out in Tonchi’s editor’s letter. But The Daily can't help wonder...will Patrick McCarthy's last remaining magic-maker be around in 2011?
8. Tonchi and Team find inspiration everywhere.
Gap-toothed lovelies Georgia May Jagger and Lara Stone star in September's fashion spreads, while equally space-y stunners Ashley Smith, Barbara Palvin and Lindsey Wixson were featured prominently in August.
9. Anna Will Love It!
John Isner—Wimbledon's tennis hero, for those of you who are allergic to ESPN—earns a flattering profile on page 204. But what? No socialites? Ladies: Start scheduling those lunches with Stephen Drucker, because Tonchi doesn't seem to care too much about you.
10. And finally, the EIC is just a little bit industrial.
Is it us, or does Tonchi’s signature totally have a GE vibe?
It's like move on all ready because she surely has! Yaya did the best move by not even bothering to pursue that modeling career with the stigma connected to ANTM. So instead of hating on her why not congratulate her making such accomplishments outside the show? 
