“Unless we want to look like a museum, we had to change and change pretty radically,”He added.
For the past year, Ms. Wintour has been focused on the next step of the process: turning seven of Condé Nast’s biggest publications — Vogue, GQ, Wired, Architectural Digest, Vanity Fair, Condé Nast Traveler and Glamour — into Global brandsEach leader will manage the entire team, reducing costs and streamlining content sharing across digital and print magazines.
“Instead of having 27 Vogues or 10 Vogues go after one story, we have one global Vogue go after it,”Ms. Wintour spoke. “So it’s more like a global newsroom with different hubs.”
The shift from local to global focus has not been well received everywhere. Tina Brown, former editor of The New Yorker, and Vanity Fair, has taken over the plan. “suicidal”In An interviewAugust with The Times of London
“Obviously there are some stories that work, particularly if you think about fashion, that’s a global language, and music, so there are stories that will work across all territories and then those that absolutely won’t,”Ms. Wintour spoke. “We’re very aware of that.”
Ms. Wintour is also ensuring that there are unlikely to be any more Anna Wintours — no more imperial editors in chief each with their own fiefs, a job Ms. Wintour herself helped create as a stylish but exacting gatekeeper of fashionCulture and heritage The brands are now owned by “global editorial directors,”The majority of them are based out of New York and report to regional heads of content.
“Before, you created stories for publication and it came out once a month and that was great,”She spoke of the old role of an editor-in-chief, she said. The global editorial directors and heads for content now work across multiple platforms. “digital, video, short and long form, social, events, philanthropic endeavors, membership, consumer, e-commerce,”Ms. Wintour spoke.
“You touch so many different worlds,”She added. “Honestly, who wouldn’t want that job?”
In the midst of the change at Condé Nast, plenty of people decided they didn’t.