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WWD fashioning new revenue models

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Although Women’s Wear Daily has long been considered a bible for the fashion trade, Edward Menicheschi, who was recently named president of WWD Media Worldwide, refuses to take the 90-year-old publication for granted.

"We have a leadership stake in what can be a bare-knuckles business," said Menicheschi, who takes over just as the Fairchild Publications Inc. franchise readies for cyberspace. WWD.com will launch Sept. 10 in conjunction with New York’s annual fall fashion show.

"We’re launching during that window, when there’s a fever pitch for [fashion] news," Menicheschi said, adding that he expects WWD.com to serve as a bridge to European fashion advertisers. U.S. advertisers are already making noises about cross-platform ad buys between WWD’s print and Web products.

Menicheschi is also confident that WWD Magazine, which is distributed in April and November, will be able to extend the brand of the 45,000-circulation daily.

He intends to cultivate more advertisers in the entertainment and music markets. "The reality today is that for every film or TV show, everyone is thinking, ‘How do we market this to fashion?’ " Menicheschi’s most recent job as president of IAM.com, a digital marketplace that connected performing talent to the entertainment industry, should prove invaluable in that effort.

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