IMG has sold the Daily to its editor/publisher Brandusa Niro. Who says schlock does not sell? While the publication is popular and an entertaining read during NY Fashion Week, the tacky style of its reporting, coupled with poorly written editorial – much of it culled from press releases – and the lack of consistent advertising support might have convinced IMG it was a property they could do without.
Brandusa was the original editor of Fashionwiredaily.com who in 2002, along with her husband, was forced out as CEO and replaced with Lynn Krominga, a former exec at FWD parent Revlon. Brandusa was then hired as editor of the Daily by IMG in late 2002.
Her past attempts at selling the Daily on newsstands and as a paid subscription via regular mail have all failed. The site lacked the cache to attract upscale advertisers. However, a new insert called ‘The Daily Front Row” will appear in the give-away newspaper AM New York. In addition, The Daily will begin publishing an Italian edition at Milan’s Fashion Week this September.
Interesting fact: Anyone who has worked for Lookonline.com cannot work for Brandusa Niro. She dislikes us (me) that much! All I can say is best of luck to her.
-Ernest Schmatolla
