Laura Brown, the newly minted editor in chief of InStyle, has made her first big hire, bringing on Ruthie Friedlander as site director of InStyle.com. The position had been open for some time under former editorial director Ariel Foxman, who departed InStyle in late July. Friedlander will report to Brown, and will be responsible for overseeing all online, mobile, social and video editorial for InStyle.com.
Friedlander comes to the Time Inc.-owned fashion glossy from The Wall Group, where she has acted as creative team lead since April 2016. Prior to that, she was deputy editor of Elle.com from December 2013 and senior digital manager at The Row. She also worked as a social media coordinator at Chanel and a marketing coordinator at Club Monaco.
Brown said Friedlander is “not only digital and video savvy, she has an entertaining, fashionable and, most importantly, original voice. As we continue to expand our 10-million strong InStyle.com community, her vision and leadership will be a huge asset.”
Brown’s 10-million strong comment is a little hard to pin down in terms of unique monthly visitors to the site itself, and refers more broadly to the title’s reach across platforms.
Indeed, according to InStyle, the site drew about 7 million unique visitors in August and 5.5 million mobile uniques.
Prior to Brown’s hire, Time Inc. had grouped InStyle in a fashion-centric network of its various sites, including xoJane and Mimi. Called the InStyle Collection, the rolled up group was a traffic play so that publishers could offer advertisers scale. That group appears to be under scrutiny at the company as it mulls reorganizing some of its brands. Change seems to be the norm at the publisher, which recently went through a massive restructuring that included promoting Rich Battista as chief executive officer, succeeding Joe Ripp, who is stepping down.