Sara Moonves, editor in chief and CEO of W magazine, has launched a new print publication aimed at teenagers, a demographic that has seen its dedicated magazines largely disappear over the past decade. The biannual title, called WYouth, debuts this week with a mix of fashion, culture, and relatable content tailored for a young audience.
Moonves, 41, who revived and expanded W magazine beginning in 2020, developed the idea for WYouth after a conversation with director Sofia Coppola. Coppola suggested the possibility of a teen version of W, sparking a collaborative effort between Moonves and fashion industry veteran Ava Nirui, who previously ran a youth-focused line for Marc Jacobs. They describe WYouth as a “teenage sister” to W, designed to capture the spirit of pre-internet teen magazines while appealing to today’s digitally savvy but sometimes screen-weary young readers.
The new magazine highlights a blend of aspirational luxury and accessible cultural touchstones, featuring interviews with young artists such as Clairo, horoscopes, quizzes, and fashion spreads by notable photographers. The first issue’s cover features a candid photo of Hailey and Justin Bieber taken with a point-and-shoot camera, signaling WYouth’s blend of intimacy and celebrity. Content also touches on real-world issues, including personal essays like one from a teenager attending makeshift classes after a wildfire damaged her California school.
WYouth’s format is smaller than W, with 182 pages—longer than Elle but shorter than Vogue’s current print volume—and is supported by a dedicated section on W’s website. Advertising plays a significant role in the magazine’s business model, with brands ranging from Dior and Chanel to emerging new labels showing interest. Moonves emphasized that print remains the largest source of revenue for W, primarily through advertising rather than subscriptions.
The launch of WYouth comes amid a broader contraction of teen magazines and print media in general. Notable titles such as Teen Vogue have ceased print editions, shifting to digital platforms with a focus on political and cultural coverage relevant to young adults. Mi-Anne Chan, creative editorial director of Teen Vogue, acknowledged that while the print product has changed, the brand’s engagement with teen audiences remains active online and through events.
Despite the challenges facing print media, Moonves and Nirui are optimistic about WYouth’s place in the current market. Nirui suggested the magazine answers a demand among teenagers for tangible, shareable content disconnected from digital feeds. Early reactions from teenage readers sampled informally in New York indicate a willingness to engage with a print product curated for their interests.
As WYouth enters a competitive and evolving media landscape, its success will hinge on balancing nostalgia and innovation to resonate with a generation accustomed to fast, screen-based content but perhaps seeking moments of analog connection.