NEW YORK — Services will be held Friday for Eugene Fahy, a former vice president and advertising director of W, M Magazine and Women’s Wear Daily, who died March 15 here due to complications from lung disease. He was 77 years old.

The mass will be held at 1 p.m. Friday at Holy Trinity Church at 212 W. 82nd Street.

This story first appeared in the March 26, 2008 issue of WWD. Subscribe Today.

Fahy, known to friends and colleagues as Gene, began his advertising career at Robert B. Grady Agency before making his way to then-Fairchild Publications. He was with W from its launch in 1972 under then-editorial director and chairman John B. Fairchild as a biweekly, multiple-sectioned broadsheet the size of The New York Times. He then went on to become instrumental in the introduction of W’s brother, the monthly magazine M, as publisher.

Fahy’s wife, Lauren, said her husband was known at the company as a man of few words. “People there would laugh that when Gene Fahy speaks, everyone listens,” said Lauren Fahy, who also worked on the publishing side at W and Vogue.

During the Seventies, at a time when the ad business was male dominated, Fahy worked to get more women into executive level positions. At one point, his entire sales staff was female, his wife recalled.

Fahy retired from Fairchild at the age of 58. He then worked part time at the Ledes Group, with Cosmetic World, Beauty Fashion and Boxing Digest.

In his spare time, Fahy loved listening to Big Band CDs and spending time with his family on Fire Island. In later years, he battled lung cancer and went through chemotherapy and radiation.

In addition to his wife, Fahy is survived by daughters Margery, Laura, Annie and Deirdre; son-in-law Tom Washburn; grandchildren Walker and Charlotte; brother Neal, and sister Patricia Frakes.