Case Study T: The New York Times Style Magazine 2004–2010

Abstract

In this detailed and personal account, Stefano Tonchi recounts the thought process behind his legendary transformation of T: The New York Times Style Magazine in 2004. An award-winning editor and journalist specializing in the intersection of art, fashion, and contemporary culture, Tonchi was uniquely positioned to create a new, boundary-pushing, and very lucrative iteration of T, by combining all of legendary newspaper’s seasonal style, design, and culture supplements into one weekly magazine. Tonchi served as Editor in Chief of T for 9 years, during which time the magazine, with a sophisticated new design; a fresh hybrid of subjects; and a new, oversized Gothic-T logo, attracted a new crop of talented photographers, featured A-list Hollywood celebrities, brought in a surplus of advertising pages; and garnered numerous industry awards. In his unique and honest voice, Tonchi takes the reader through his creative philosophy of “connecting the dots”; the vital importance of team-building; understanding a corporate culture and its values; and how and when to best spark change.