Style mag rivalry heats up: ‘WSJ.’ names new editor while ‘T’ touts redesign

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'WSJ.' has added more than 100 new advertisers to 'The Wall Street Journal.' ()
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After losing its star editor to the competition, The Wall Street Journal's glossy luxury supplement, WSJ., has installed a new captain.

Kristina O'Neill, most recently the executive editor of Harper's Bazaar, has been hired to edit the title. She will go head-to-head with Deborah Needleman, who was poached by The New York Times to edit its glossy style mag, T, last month.

"The appointment of Kristina, one of America's most talented editors, marks a new phase of the exponential evolution of WSJ.," said Robert Thomson, managing editor of the Journal and editor-in-chief of its parent company, Dow Jones, in a statement. "We are increasing the frequency and expanding global reach in the coming year with our winning mix of intelligent writing and visual virtuosity – gloss without dross is our magazine mantra."

"I am absolutely thrilled to be joining The Wall Street Journal, with its incredible reputation and reach," said O'Neill. "WSJ. Magazine is on a roll, and I can't wait to pick up the momentum and create content that further drives the conversation."

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The rivalry between WSJ. and T, which exist to create lucrative advertising opportunities for their flagship brands, is heating up. One day after Capital reported that Needleman had been offered the T gig, the Journal fired back with a press release announcing a frequency increase.

And today, just minutes after the Journal's announcement about O'Neill hit inboxes, the Times sent out a release touting a T redesign for 2013. Changes will include a "larger format, a higher-quality paper stock and an increased number of pages in the feature well," as well as a frequency reduction from 15 to 13 issues a year, giving the title a more regular publication schedule.

T has always been a peerless style and fashion brand. I am excited to build on this by reimagining the magazine itself so that it is best suited to showcasing beautiful photography and culturally rich subject matter,” said Needleman in a statement. “By covering the breadth of style subjects in every issue, and publishing on a more regular schedule, our aim is to serve our readers better and create a deeper connection to the magazine.”

O'Neill, meanwhile, starts at WSJ. on Oct. 29.