InStyle has tapped Men’s Fitness publisher Patrick Connors as its new publisher.

Connors will report to Evelyn Webster, executive vice president of Time Inc.

He will be responsible for leading sales and marketing efforts across various platforms, and will work with InStyle editorial director Ariel Foxman to develop new streams of revenue for the title.

Connors served as senior vice president and publisher of Men’s Fitness since 2012. Prior to that he held roles as associate publisher of both Glamour and Details, and executive beauty director at Lucky.

“Patrick is accomplished, driven and passionate and will be an incredible partner to Ariel Foxman, as they capitalize on our recent digital success and brand expansion at InStyle,” Webster said. “He has a proven track record of delivering advertising solutions across fashion, beauty, retail, automotive and lifestyle, making him the ideal fit for the brand.”

Connors will start his new gig at the Time Inc.-owned magazine on August 26. According to the company, Departures senior vice president Steve DeLuca, who has been acting as interim publisher, will return to a full-time gig at the travel-inspired glossy.

Holding down the publisher job at InStyle has been a tricky feat, as Time Inc. is in the process of evolving its business strategy to incorporate digital and potentially e-commerce opportunities. The fashion magazine has had two different publishers within a two-year timeframe.

In June, WWD asked Time Inc. chairman and chief executive officer Joe Ripp why that has been the case and he declined to answer, but he did address potential commerce opportunities at InStyle.

“I’m not going to comment on publishers who left,” Ripp said. “InStyle is doing well. We’re looking to grow that brand. It’s the most responsive brand in our company. Readers do really want to figure out how to get these things [products]. I think that InStyle probably does have commerce opportunities. We haven’t pursued a lot of them yet, but we are working on that.”