W Gets Thematic

Like most fashion magazines, and just print publications in general, W has seen better business days. Rumors have been rampant that the magazine will
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Like most fashion magazines, and just print publications in general, W has seen better business days. Rumors have been rampant that the magazine will

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Like most fashion magazines, and just print publications in general, W has seen better business days. Rumors have been rampant that the magazine will reduce its frequency, and layoffs are still expected. But publisher Nina Lawrence said yesterday that the frequency rumors are not true and announced two themed issues, according to WWD. Presumably these are meant to drive circulation and advertising business. However, I'm not sold The first themed issue will be devoted to shopping, as in every item in the ads and edit will be for sale. Readers can take a picture of the page, send it to an email address and then receive replies with a link, a special offer, or something like a video of the brand's collection. Um, to me that sounds like a lot of work for not much payoff. Right? The two day shopping event they're planning around the issue makes a lot more sense from a promotional standpoint.

The other issue (December 2010) will be all about "society" and include blackbooks of New York, Los Angeles and Washington socials. I realize W has always been themagazine of the socials, but this feels so dated to me. They'll be taking a look at four decades of American society and the historical aspect (and photos!) could be totally interesting, as a story. But I just don't get this as a selling point. What do you think?