All You Names New Editor

Nina Willdorf promoted to oversee Time Inc. title

Headshot of Emma Bazilian

Time Inc.’s budget-friendly shopping title All You has a new editor, Nina Willdorf, who was promoted from her role as executive editor, which she has held since 2012. She will report to Clare McHugh, who remains the group editor of both All You and Health.

“Having played such a key creative role in reimagining All You on its numerous multimedia platforms, Nina is the ideal person to lead All You as it embarks on a period of rapid growth and innovation," McHugh said in a statement.

In her new role, Willdorf will oversee the launch of the All You Grapevine, a new digital social platform for the magazine’s online community (dubbed “Reality Checkers”) where users can test products, share photos and videos and communicate with one another other.

All You, which had been available exclusively at Walmart stores since it launched in 2004, underwent a major change in distribution strategy this month when it expanded to non-Walmart retailers nationwide, including Kroger, Barnes & Noble and Target. In anticipation of the expansion, the 1.5-million circulation title also raised its rate base by 50,000 copies.

The magazine saw a slight decline in single-copy sales (just under 2 percent) during the second half of 2013, falling from 344,968 to 339,570 copies; however, paid subscriptions rose 2.3 percent to a total of 1,128,623 during the period. Like much of All You’s women’s service category brethren, ad pages in the first quarter of 2014 were weak, falling 12.4 percent.

@adweekemma Emma Bazilian is Adweek's features editor.
Publish date: April 17, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT