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Kristina O'Neill's WSJ. Magazine

WWD:
Kristina O'NeillHer understated persona is perhaps what made her an attractive candidate to take over a magazine that needed to coexist with, not upstage, the Journal’s panoply of luxury sections. 

“It comes wrapped up in the paper but for our millions of readers it’s one of the courses in the multicourse meal we serve them,” said Mike Miller, the senior deputy managing editor who hired O’Neill. 

She understands this, too. She said one of her missions has been to bridge the gap between the magazine and the daily broadsheet.

For instance, she redesigned WSJ.’s logo to resemble the Journal’s Escrow typeface. And she introduced a front-of-book section that doubles as a news digest. 

With her fashion story — white is her big theme for spring — O’Neill wanted to serve the regular Journal reader. 

“I don’t think she wants a lot of mixed messages. She wants a takeaway, which is what everyone wants when they open a fashion magazine,” she said.

In another departure from Needleman, O’Neill has forgone a fashion director, hiring instead Magnus Berger, who ran his own ad agency, as creative director, and brought in David Thielebeule from Allure to run the market department. 

“It’ll give us flexibility to work under a freelance infrastructure,” she said. The first issue counts as contributors Mikael Jansson, lensman for Salvatore Ferragamo and Gant; Patrick Demarchelier, who shot Delphine Arnault, and Vanity Fair’s man for interiors, photographer Todd Eberle, who, in a coup, got an inside look at Domenico De Sole’s South Carolina estate. Berger will continue to have a stake in his firm, Berger & Wild.


Meanwhile...

StyleFile: Competitive Partying With T And WSJ.
Today, the mailman brought an invite to a fashion-week party celebrating Deborah Needleman’s first issue as the editor in chief of T. But check the calendar: Thursday night is also the night of an event celebrating Kristina O’Neill’s first issue as editor in chief of WSJ.