<em>W</em>'s New W

W magazine, first published in 1971, is a monthly American fashion magazine, published by Condé Nast. Its average reader is female, mature and lives in a household with yearly income of $135,840. In response to declining circulation figures, Condé Nast hired Stefano Tonchi creator and editor of the highly regarded T: The New York Times Style Magazine. Tonchi’s first task was to relaunch the magazine, and the logical starting point was the logo or, to use publishing speak, the masthead.Considering the average household income in the US is around $50,000 (2006 census figures) the above mentioned figure of $135,840 paints a pretty vivid picture of the type of woman who reads W. This magazine is aimed at an affluent audience, and when comparing the new against the old, it a