In Shakeup, Time Inc. Names New Publisher of InStyle

Nina Lawrence Succeeds Karin Tracy

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Nina Lawrence.
Nina Lawrence.

InStyle magazine has hired Wall Street Journal executive Nina Lawrence to serve as its publisher. She succeeds Karin Tracy, InStyle's publisher since May 2013.

A Time Inc. staffer said the company chose Ms. Lawrence due to her "impressive" digital background.

News of the shakeup came Tuesday morning in a memo to InStyle staffers from Evelyn Webster, executive VP at Time Inc., which owns InStyle. The appointment of Ms. Lawrence, whose resume includes two years at the Journal and 15 years at Time Inc. rival Conde Nast, is aimed at delivering "integrated solutions to advertisers" as well as generating "new business opportunities" around the Instyle brand, according to Ms. Webster's memo.

"I am confident in Nina's ability to navigate the fast-changing media landscape and expand the InStyle franchise in partnership with Ariel," Ms. Webster added, referring to InStyle Editor Ariel Foxman.

Ms. Lawrence was VP of global marketing-advertising sales at the Journal, where she led marketing and business development for newspapers, magazines, websites, mobile devices, video and live events. She also oversaw WSJ Custom Studios, which created content-marketing programs for advertisers.

Prior to the Journal, she worked at Conde Nast, including seven years as VP-publisher of W. "She played an instrumental role in the 2010 relaunch of the brand -- integrating print and digital sales efforts, driving record advertising gains and initiating new revenue streams," Ms. Webster said in her memo.

Ms. Lawrence will report to Ms. Webster and begin next week.

Ms. Tracy did not immediately respond to a voicemail or an email seeking comment.

Time Inc. is the nation's largest magazine and owner of iconic titles like Time, People and Sports Illustrated. The company is moving quickly to recast its print brands for the digital age. Earlier this month, CEO Joe Ripp outlined this transition in a companywide memo.

"We are in the early stages of discovery in building out adjacent business opportunities, and are currently targeting three areas: video, experiential and fashion," he said in the Nov. 4 memo.

"In fashion," he added, "we are bringing together a content, services and commerce platform under the InStyle umbrella."

Ms. Tracy, who is leaving Time Inc., joined the company in 2009 and led sales and marketing teams at Entertainment Weekly, People StyleWatch and, ultimately, InStyle, one of Time Inc.'s largest brands that regularly turns in September issues thick with advertising pages.

InStyle, which was named to Ad Age's Magazine A-List last year, celebrated its 20th anniversary this year with a celebrity-packed party during New York Fashion Week in September. The magazine reported a 2.4% decline in print ad pages through September, according to Media Industry Newsletter.

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