PIECE OF THE ADVERTISING PIE: The paper is launching a new print section devoted to men’s fashion and lifestyle coverage, called simply “Men’s Style.” This marks the first new print section to launch in The Times since the debut of Thursday Styles in April 2005, the company said. The section, which will appear monthly and run between 12 and 14 pages, will debut on Friday, April 3, and publish the first Friday of every month. Currently, the paper’s fashion coverage includes Thursday Styles, Sunday Styles and T Magazine.
Styles editor Stuart Emmrich will oversee the men’s section, and will rely on the paper’s fashion writers, who include Guy Trebay, Matthew Schneier and John Koblin, as well as others.
Emmrich told WWD that the idea came up during a conversation with executive editor Dean Baquet, who suggested adding more men’s wear coverage to the paper. “In the last six months, we’ve been doing a lot more men’s wear stories. The impression from the outside world is that Styles is a women’s section, but [readership] is split 50-50,” Emmrich said, offering that the paper is covering men’s shows in London and Pitti Uomo in Florence. He noted that he would send someone to BaselWorld this year to cover the watch market — a first for The Times. It will also add a dedicated watch column.
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Emmrich said he would hire a deputy editor for the new section, which will mirror Styles’ offering of service journalism, profiles and reported pieces.
“We see such robust advertising potential for us,” said Brendan Monaghan, the paper’s vice president of luxury advertising. “The luxury segment is growing. I don’t think we’ll see just fashion advertisers. We’ll see liquor, auto and premium lifestyles. It will open up digital inventory for us.”
Monaghan, who spent 11 years at GQ on the business side, noted that Friday is the paper’s second-highest circulation day of the week, which can translate to big advertising dollars. He said that with the section, there would be designated room for men’s wear-centric stories — and, he hopes, more ads. “The sections have not allowed for it in the past,” he said. “This is a no-brainer for us.”