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Innovators: publisher

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Edward Menicheschi, president of WWD Media Worldwide, joined Fairchild Publications and Women's Wear Daily in 2001 with experience in both fashion and publishing. Before he worked on the publishing side for GQ and Vogue, he had stints with Bidermann Industries and other marketers.

As a result, he was more than familiar with Women's Wear Daily. "I grew up in the industry," he said, pointing out that WWD was a part of his education in the fashion world.

Nonetheless, among his first tasks in taking over leadership of the magazine was to call a number of executives in the industry and ask them for their take on the publication. "It's understanding the DNA of the brand: That's always the starting point," he said.

The conversations convinced him he could grow the franchise by expanding and deepening the magazine's coverage and also by launching new products-both b-to-b and consumer.

Menicheschi and the WWD team, which is led by Publisher Ralph Erardy and Editorial Director Edward Nardoza, began by adding occasional, in-depth sections in the magazine. For instance, WWD devoted a large section to denim, which proved to be a big success with advertisers.

That experiment led to other launches, including a college edition, which was also distributed to consumers on college campuses. The success of that effort led to other forays into consumer publishing. The most recent and aggressive was the launch this spring of WWDScoop, a quarterly covering the intersection of fashion and pop culture.

Menicheschi is pleased with the performance of WWDScoop thus far. "It's really strong," he said. "We're talking about going from four to six times [yearly]." -S. C.

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