“Unless we wanted to look like a museum, we had to change and change quite a bit,” he said.
For the past year, Ms. Wintour has been focusing 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 Brand, each under one leader, cutting costs and streamlining the sharing of content in both print magazines and digital platforms.
“Instead of 27 Vogue or 10 Vogue going after one story, we have a global Vogue after it,” Ms Wintour said. “So it’s like a global newsroom with different hubs.”
The focus from local to global has not diminished well everywhere. Tina Brown, former editor of The New Yorker and Vanity Fair, filmed the plan as “suicidal”. an interview With The Times of London in August.
“There are definitely some stories that work, especially if you think about fashion, it’s a global language and music, so there are stories that will work in all areas and then those that won’t at all,” Ms. Wintour said. “We’re very aware of that.”
Ms Wintour is also making sure there is unlikely to be another Anna Wintour – no more prominent royal editors, each with their own fiefdom, a job Ms Wintour herself has done as a stylish but precise gatekeeper of fashion and culture. helped form. The brands are now run by “global editorial directors,” most of whom are based in New York, with regional heads of content reporting to them.
“Previously, you used to create stories for publication and it came out once a month and it was great,” she said, describing the old domain of editor-in-chief. Now the global editorial director and head of content is working across platforms that include “digital, video, short and long form, social, events, philanthropic efforts, subscription, consumer, e-commerce”, said Ms Wintour.
“You touch so many different worlds,” she said. “Honestly, who wouldn’t want that job?”
Amidst the change in Condé Nast, many people decided they didn’t.