The InStyle editorial director will now oversee a new fashion group called “The InStyle Collection,” which includes InStyle, Mimi, xoJane and The Outfit. InStyle publisher Patrick Connors and general manager of digital Pam Abbott will oversee the new group on the business side.
The reorganization of Time Inc.’s brands will likely add more scale for the business team to sell advertising, and on the editorial side, it will increase the volume of stories posted, which will help drive more traffic to the site.
A spokeswoman from InStyle said there would be no layoffs in the formation of the new group.
Time Inc. executive vice president Evelyn Webster circulated a memo Wednesday on the group, she said will “more than double the volume of original content” already published on Instyle.com every day, and include new verticals focused on lifestyle categories including weddings, home and entertaining. It will also increase the number of stories that InStyle syndicates from xoJane, which is led by editor Jane Pratt, who will now report to Foxman. When Time Inc. acquired Pratt’s sites xoJane and xoVain in October, she had been directed to report to vice president and general manager of Time Inc. Style Network Deborah Marquardt. Marquardt is no longer at Time Inc. She was succeeded by Abbott, a longtime executive at the company.
Beauty-centric Mimi will become a channel on Instyle.com, maintaining its voice, as well as its dedicated social feeds. Launched in 2015, The Outfit, the influencer network launched by StyleWatch and overseen by editor Lisa Arbetter and publisher Stephanie Sladkus, will continue to expand, Webster said.
Supporting this new initiative, Time Inc. has promoted a handful of staffers. InStyle’s Rina Stone will grab the reins as creative director of The InStyle Collection, while Deanne Kaczerski, Mimi’s editorial director, will become executive editor of digital innovation. Victoria Moorhouse, who serves as Mimi’s beauty editor, will become the editor of Mimi. Time Inc. said it is looking to hire a site director for The InStyle Collection, who will report to Foxman, and will be responsible for editorial oversight of all brands in the collection.
Connors will be searching for an executive director of digital sales and a marketing director of digital on the business side. He is also on the hunt for five digital-only sales reps in New York, Chicago and San Francisco.
InStyle executive digital editor Angela Matusik will change roles, taking the title of director of branded content strategy. She will report to both Foxman and the new executive director of digital sales.
“With the trusted authority of its content and the spending power of its audience, InStyle is perfectly positioned to expand into new categories, and our vision for the new Instyle.com is a comprehensive, industry-spanning site for fashion and beauty lovers across every age, style and personality,” offered Webster.
Time Inc. said Instyle.com has increased its traffic in the first quarter with 5.3 million unique visitors, and that its social following totals about 10 million across platforms.