GLAMOUR TAKES BACK LO: Danica Lo is returning to Glamour as its first online editor-at-large and starts her new position today. Lo was the site’s fashion and beauty editor before jumping ship to the start-up site StyleBistro. She was most recently the executive editor at Epicurious, where she was hired in March to help with the online food Web site’s new re-branding effort. But those efforts came to a halt when parent company Condé Nast shifted course over the summer, putting Bon Appétit editor in chief Adam Rapoport in charge of Epicurious’ editorial direction. Under Bon Appétit, Epicurious dismissed the site’s editor in chief, Nilou Motamed, who hired Lo. Motamed was replaced by executive director Eric Gillin at the end of September.

“Glamour is my spiritual home and this will be my second time as a staffer here,” Lo told WWD. She will report to Anne Sachs, the site’s editorial director, and will write and edit across all channels on glamour.com, while leading mobile content strategy, coordinating coverage of real-time news, and contributing to video efforts with Condé Nast Entertainment.

“I’ve learned after going to a start-up and my past experiences, that in the media world, brand-name recognition is very important,” she said. “I don’t think anyone has mastered [branding] as much as Condé Nast.”

Asked if the women’s lifestyle site should be modeled after Hearst Magazines properties like rival cosmopolitan.com, which separates print and Web, Lo said:

“One of the greatest strengths of Condé Nast is that print and digital align,” she said. “What I love about the team is they sit around Cindi Leive’s office and it’s incredibly collaborative.”

As for how she foresees glamour.com’s future, Lo said she wants to create addictive content for women.
“Whether they’re watching TV, shopping, or working out, I want them to be logged onto glamour.com because there’s always something interesting to read.”

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