Daily Front Row

2010 July 28

Midsummer Media Madness: The Top 10 Shockers (So Far!)

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Stefano Tonchi
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(NEW YORK) Yes, we know, darlings. Chinese astrology tells us the Year of the Tiger has always been associated with tumultuous change and upheaval. But this much change? This much media upheaval? Let's review, shall we?
VALENTINE UHOVSKI

1) STEFANO TONCHI IN AT W

When: March 19

Shock Factor:  9.7 out of 10. Even though your dear Daily was the first publication to breathlessly report the news, we were just as stunned as you were. Tonchi’s move to Condé marked a new career phase for the ascot-loving Italian, and the end of the McCarthy era.

Fallout: In a word: Major. Vets from the Fairchild days at W were suddenly clearing out their offices as Tonchi's trusted allies from the Times (Lynn Hirschberg, Armand Limnander) and elsewhere measured the drapes. Team Tonchi's first official effort hits stands in less than a month.

2, 3) TOM FLORIO & PATRICK O'CONNELL OUT AT VOGUE

When: June 17 (Florio) and June 9 (O’Connell)

Combined Shock Factor: 9.4 out of 10. Vogue hasn’t seen this much execu-drama since the '80s—and certainly not two high-level exits within 8 days of each other. Florio spent 25 years at the company and left because he wanted to “be a CEO” (along with, perhaps, more personal reasons.) O’Connell spent a dozen years playing good cop to Anna's bad, orchestrating her post-Devil Wears Prada and September Issue PR counter-offensives.

Fallout: Needless to say, Megan Salt has a lot more press releases to write. Vogue hasn’t replaced Florio just yet, though we hear Carol Smith likes fashion! Which brings us to...

4) CAROL JUMPS TO CONDÉ

When:  April 7

Shock Factor:  8.9 out of 10. True to form, Smith picked the perfect moment to announce her surprise defection (Her editor, Robbie Myers, was on live TV at Martha Stewart’s Chelsea studios). Hired as VP and publishing director of Bon Appétit and Gourmet, her non-compete expires in 5, 4, 3, 2 ...

Fallout:  Almost immediately, Elle slumped back into third place in the Big-Girl Glossy Ad Derby, though its page count is reportedly up. Smith's replacement was a bit more surprising: Robin Domeniconi of Microsoft.

5) SALLY SINGER TAKES OVER T

When: June 8

Shock Factor: 8.6 out of 10. The Sulzberger clan was in no rush to find a Tonchi replacement, banking that their prize pick, Singer, would come around after she balked at her initial offer. In fact, it took Singer two months to finally make up her mind and leave her features and fashion news editor position at Vogue.

Fallout: To sort out family matters, Singer won’t officially start her post until September. In the interim, expect plenty of media moves. (Decent odds for fashion director? Tabitha Simmons.) Back at 4 Times Square, Wintour wasted no time, promptly promoting Mark Holgate into Singer’s old post. Anne Christensen, meanwhile, was left out in the cold.

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