BACK TO EDITING: Bloomberg L.P. is getting some Condé Nast blood for its newish luxury glossy. Ted Moncreiff, a magazine lifer who until this week had been at Condé Nast Ideactive, the ad agency-like outfit within the company’s corporate ad sales division, is returning to glossies as the editor of Pursuits, the luxury magazine for Bloomberg terminal customers.
Moncreiff joined Ideactive as the new division was formed in May 2011. While the Condé Nast Media Group is where marketers come for large ad buys across several titles, the in-house boutique agency worked with brands such as Kenneth Cole and Cadillac on crafting campaigns for digital channels, like social media and video, instead of magazine pages. During the summer, the Ideactive name was shed and the division was absorbed into the media group as part of a consolidation that laid off several executives, including Ideactive vice president Janine Silvera.
This story first appeared in the November 27, 2012 issue of WWD. Subscribe Today.
Moncreiff, who had fled a pre-Tina Brown Newsweek for W in the early days of Stefano Tonchi’s tenure, said his role at Ideactive remained the same after the summer. He said he’s not leaving Condé, where he had also spent over a decade as an editor at Traveler, because of the recent layoffs. He said Bloomberg chief content officer Norman Pearlstine approached him about the job over two months ago.
“It was too good an opportunity to pass up. It has nothing to do with where I’m leaving,” Moncreiff said. A spokeswoman for Condé said Moncreiff played “an important editorial oversight role” at Ideactive.
Bloomberg has given the year-old Pursuits a vote of confidence by officially doubling its frequency to four times next year, with issues scheduled for April, June, October and December, and all it took was a handful of new ad pages. Publisher Mike Dukmejian told WWD in July he was hoping for 60 pages for the October issue but would settle for 40; in the end, he got 41.