NEW TACTIC: Things are getting experimental at Condé Nast. In a bid to bulk up retail sales, the publisher revealed plans Tuesday to print special editions of certain titles that will bundle similar content in themed, newsstand-only volumes. The company used a bound anthology of Glamour’s “Dos & Don’ts” as a possible example, and said it would print as many as six collections over the remainder of 2010 from Bon Appétit, GQ, The New Yorker and Vogue. Elsewhere in the Condé monetization labs Tuesday, Vanity Fair released Movie Madness, an iPhone trivia app that snagged a sponsorship from Bing, the Microsoft-owned search engine. The game is hosted by a bobblehead doll likeness of editor Graydon Carter, who, sadly, did not lend his voice. — Matthew Lynch
This story first appeared in the June 30, 2010 issue of WWD. Subscribe Today.
GOING DIGITAL: Pay heed, editors and publishers, to this bit of wisdom: Readers want to look younger. That is if Prevention’s July ad figures are to be believed. A spokeswoman for the Rodale title said Monday that the magazine’s ad pages for the issue, which features swimmer Dara Torres on the cover, increased 44 percent from the July 2009 issue. The spokeswoman credited the boost to the magazine’s three-issue “Defy Your Age Challenge” package, which kicks off with the July issue and which publisher Mary Murcko used to attract stronger ad buys, especially in the fashion and cosmetics categories, though the spokeswoman declined to say who, exactly, was taking out space. Advertisers also might have been attracted to the July edition for its digital potential. A version of the issue crafted for the iPad went on sale on iTunes Tuesday. It will be followed on July 6 by a similar treatment of the August issue with cover girl Laura Linney. In addition to the one-week double down, Prevention will be going big for the iPad. At 9.3 inches diagonal, the digest-size book is actually slightly smaller than the device’s 9.7-inch display. — M.L.
GOLDEN GUY: Private-sale e-tailer Gilt Groupe has snapped up Tyler Thoreson to be editorial director of its men’s site, Gilt Man. Most recently, Thoreson spent a few short months at The New York Observer as managing editor of Observer Digital before being shown the door, reportedly the result of a bad fit, in May. Prior to joining the Observer, he was executive editor at Men.style.com, which was shuttered by Condé Nast last year. Thoreson is the second major editorial hire by Gilt Groupe — in April, the company tapped Stephanie Trong, a vet of Nylon and Jane, to be editorial director of its flagship women’s site. — Nick Axelrod
VANITY FAIR NAMES DIEHL FASHION DIRECTOR: In what came as a surprise to almost no one in the end since it had been rumored for months, Michael Roberts is out as fashion director of Vanity Fair and will be succeeded by Jessica Diehl, currently contributing senior style editor. Roberts will stay on as style editor at large as a contributing photographer, illustrator and stylist. In 2006, Roberts joined Vanity Fair from The New Yorker, where he served as fashion director for nine years.“Jessica’s work at the magazine has been consistently outstanding, and I’m delighted that her role here will expand,” said editor Graydon Carter. — Amy Wicks