Carol Smith headed publishing at Elle as the senior vice-president and chief brand officer of Elle Group for the past eight years. However, Condé Nast just stole her away from Hachette Filipacchi Media for a newly created position that reports to Tom Florio. Last year Florio was promoted from publisher of just the magazines that fall under Vogue's purvey (Vogue, Teen Vogue, and Men's Vogue) to also overseeing Condé Nast Traveler and Bon Appétit. Under Florio, Smith will serve as vice-president and publishing director of Bon Appétit and the Gourmet brand.
Some wonder if Florio hired Smith simply to squash his competition. As Vogue's greatest competitor, Elle reeled in 2,082 ad pages last year compared to Vogue's 1,988 pages (though this doesn't necessarily mean Elle made more money on those pages). Insiders tell WWD that Florio was overheard saying of Smith's appointment, "The best offense is a good defense."
During Smith's tenure at Elle, where her name appeared above Robbie Myers's on the masthead, the magazine sponsored Bravo's Project Runway, and later aligned itself with MTV's The City, making it the No. 1 fashion magazine as far as extracurricular reality-television projects go. (Isn't it funny how no one mentions Stylista in connection to Elle anymore? It's like a bad dream the industry mostly seems to have forgotten.)
Florio wants Smith to help him "build a significant food group" and tap into the category's television potential. He told WWD, "Carol is a brilliant media executive and I think when she looked at the growth potential of this food category at a time when it’s hard to find growth anywhere, she got turned on — she liked it." Smith explained her decision to jump ships a little differently:
“My contract was coming up for renewal and I never saw myself going anywhere. I love Elle and thought I’d retire here, but then I had a drink with Tom. He said, ‘Could you ever see yourself doing for food what you did for fashion with Elle?’” Smith recalled. “I had never even thought about it .Then I started to think, you know, what’s the difference between food and fashion? Not much.”
She's right — just look at Bravo. They've built an entire network on shows that are all essentially the same, but also completely different, and most of them revolve around food, fashion, and people who like food and fashion. Elle creative director Joe Zee is sad to lose his colleague. "I was told 2010 is the year of change. Change at ELLE today and I am heartbroken about it," he tweeted about the news.
Most Viewed Stories
The Ultimate Guide to Preparing for the Women’s March
This Conspiracy Theory Will Change How You Feel About the Bachelor Villain
Connecticut Politician Arrested for Pinching Woman’s Genitals
The Sheer Perfection of Donald Trump’s Golden Shower
The Obamas Visited Malia and Sasha’s Old Swing Set at Its New Home at a D.C. Shelter
Pakistani Pop Star Stops Concert When He Spots Sexual Harassment
15 Protest Sign Ideas for the Women’s March on Washington
Hairstylist Says She Was Asked to Do Marla Maples’s and Tiffany Trump’s Inauguration Day Hair for Free
How to Live in a 150-Square-Foot Studio
Donald Trump’s Retweet Was Supposed to Praise Ivanka Trump, But It Tagged the Wrong User
From Our Partners
Who What Wear
powered by PubExchange
Latest News from The CutActivists Are Planning a Queer Dance Party Outside Mike Pence’s Home
The dance is in protest of Pence’s stance on LGBTQ issues.Louis Vuitton Held a Conversation on the Syrian Crisis
The brand has partnered with UNICEF to help the cause.You’re Not Crazy, Trump Really Is Giving You More Migraines
The election has been a headache for migraine sufferers.Female Zebra Shark Gives Up on Shark Men and Mates With Herself
After being separated from her mate for three years, Leonie the shark reproduced asexually.Hillary Clinton Supporter Ralph Lauren Will Dress Melania Trump for Inauguration
The designer will reach across the aisle — or design room.Why Are Equinox Trainers Losing Their Health Coverage?
A new rule pokes a hole in the company message.Your Guide to NYC Inauguration Weekend Protests
Not making it to D.C.? Here are some local options.See All the Best Street Style From Milan Men’s Fashion Week
Wide-leg pants, puffer coats, lots of red.Fake News, Fake Science and Why Doctors Lie About Abortion
The consequences of bad information about women’s health.Alicia Keys Really Believes That Inner Beauty Is the Best Highlighter
Her glow doesn’t come in a compact.
Corinne is not who she seems.Ask a Boss: How Do I Quit the Job I’ve Had Forever?
With two weeks’ notice.U.S. Abortion Rate Lowest Since Roe v. Wade
A new study from the Guttmacher Institute shows a decline in abortions.Emma Watson Declares Once and for All That Belle Is a Better Disney Princess Than Cinderella
She’s only a little biased.Judge Orders Two Scottish Soccer Players to Pay £100,000 in Damages for Raping a Woman
A judge found they raped a woman when “she was vulnerable through an excessive intake of alcohol.”All the J.Crew Michelle Obama Wore
She loves a good cardigan.Hairstylist Says She Was Asked to Do Marla Maples’s and Tiffany Trump’s Inauguration Day Hair for Free
Tricia Kelly refused the offer for “exposure.”The Worst Thing About Episode Two of The Young Pope: A Kangaroo Gift
What better gift to give the pope than a kangaroo?Los Angeles Is Adding a Sexual Harassment Hotline for Its Public Transportation Riders
They’re the first city in the world to do so.Topless Protester Disrupts Donald Trump Wax Statue Unveiling
Femen is at it again.