The Cut sat down with Stefano Tonchi and talked about the future of W magazine. I will highlight some moments of the interview and looking forward to hear your thoughts and opinions.

The recent news that Condé Nast is selling W has left many wondering about the future of the magazine. In a new interview with The Cut W‘s editor-in-chief, Stefano Tonchi seems surprisingly optimistic about the sale, saying that it is “quite liberating in certain ways.” To him, because Condé wasn’t willing to invest in W‘s future, selling it was the only sensible thing to do. Naturally it is also a preferred option to shuttering the magazine completely. “If it’s not part of the large picture of what the company is going to be in the future, then why don’t you sell it?” he said. “I mean, W was not the kind of magazine that you close. It has a great market share, it has a great history, great archives.”


Rumors have swirled that Tonchi may be looking to buy W himself. While he didn’t comment on any such plans, he did speculate on who the publication might appeal to, which include a private-equity or luxury group. “For many of these groups, including digital and e-retail companies, it is all about access, authority, and influence. And W has those in excess!”

“I believe that W can be so many things when you think about it,” Tonchi continued. “You can create an education program, because so many people want to be photographers. We have the authority. We have the access. We can be a great creative agency.”



“If I can have two or three September issues, why shouldn’t I?” Tonchi says, paging through a proof of the second September issue, which is written and photographed entirely by women, and about women. “Inside that company,” he says, “they don’t want to talk about how to sell copies, or how to repackage magazines. They think that the future is digital subscriptions.”


“This isn’t only about W, but in general there’s an enormous amount of clutter online. And print is clean. It gives you a kind of beautiful platform. Perhaps the people who own magazines don’t care about the print version or the cover of magazines, but celebrities care enormously about having the cover of a magazine.”


“Right now there is a big move toward digital,” he says. “But we will be very soon in a kind of post-digital moment. Where people will say: ‘Well, do I want to reach 10 million people who don’t have a penny in their wallet?’ ”