â€œUnless we want to look like a museum, we had to change and change pretty radically,â€ he added.
For the past year, Ms. Wintour has been focused on the next step of the process: turning seven of CondÃ© Nastâ€™s biggest publications â€” Vogue, GQ, Wired, Architectural Digest, Vanity Fair, CondÃ© Nast Traveler and Glamour â€” into global brands, each under one leader, cutting costs and streamlining the sharing of content across both print magazines and digital platforms.
â€œInstead of having 27 Vogues or 10 Vogues go after one story, we have one global Vogue go after it,â€ Ms. Wintour said. â€œSo itâ€™s more like a global newsroom with different hubs.â€
The switch in focus from local to global has not gone down well everywhere. Tina Brown, the former editor of The New Yorker and Vanity Fair, filleted the plan as â€œsuicidalâ€ in an interview in August with The Times of London.
â€œObviously there are some stories that work, particularly if you think about fashion, thatâ€™s a global language, and music, so there are stories that will work across all territories and then those that absolutely wonâ€™t,â€ Ms. Wintour said. â€œWeâ€™re very aware of that.â€
Ms. Wintour is also ensuring that there are unlikely to be any more Anna Wintours â€” no more imperial editors in chief each with their own fiefs, a job Ms. Wintour herself helped create as a stylish but exacting gatekeeper of fashion and culture. The brands are now run by â€œglobal editorial directors,â€ most of whom are based in New York, with regional heads of content reporting to them.
â€œBefore, you created stories for publication and it came out once a month and that was great,â€ she said, describing the old domain of an editor in chief. Now the global editorial directors and heads of content are working across platforms that include â€œdigital, video, short and long form, social, events, philanthropic endeavors, membership, consumer, e-commerce,â€ Ms. Wintour said.
â€œYou touch so many different worlds,â€ she added. â€œHonestly, who wouldnâ€™t want that job?â€
In the midst of the change at CondÃ© Nast, plenty of people decided they didnâ€™t.