IN AND OUT OF STYLE: InStyle magazine is the latest Time Inc. publication to undergo a makeover with the business side getting a refresh. The fashion-centric glossy on Tuesday let go of its vice president and publisher, Karin Tracy, after only a year and replaced her with Nina Lawrence, who last worked for The Wall Street Journal.
The change comes just two weeks after the magazine cut between five and 10 editorial jobs. Some of those jobs will be reconfigured to bridge the gap between digital and print.
This story first appeared in the November 19, 2014 issue of WWD. Subscribe Today.
Lawrence will report to Time Inc. executive vice president Evelyn Webster. She’d been at the Journal for almost two years before falling victim to a shakeup there following the dismissal of her boss, Lex Fenwick, chief executive officer of Dow Jones. At the Journal, she served as vice president of global marketing and advertising sales. There, she oversaw 100 staffers and led the newspaper’s in-house native advertising agency, WSJ Custom Studios. Prior to the Journal, Lawrence spent 15 years at Condé Nast, the last seven of which were as W’s vice president and publisher until she left in 2012.
Her appointment signals a new direction for InStyle, which is in the process of becoming more digitally nimble and e-commerce-friendly.
Time Inc. ceo Joe Ripp indicated as much in a Nov. 4 memo to staff, following the company’s third-quarter earnings release.
“We are in the early stages of discovery in building out adjacent business opportunities, and are currently targeting three areas: video, experiential and fashion,” he said in the note. “In fashion, we are bringing together a content, services and commerce platform under the InStyle umbrella.”
That day, Time Inc. cut its annual revenue forecast to between $3.27 billion and $3.3 billion from between $3.3 billion and $3.37 billion, after it reported that quarterly income fell 29 percent to $48 million, or 44 cents a share on essentially flat revenue of $821 million.