Rolling Stone owner Jann Wenner yesterday tapped William Schenck to be the magazine’s fourth publisher in 2 1/2 years just as the title prepares to shrink from its oversize format to a standard magazine size.
Schenck had been publisher of Men’s Journal, another magazine published by Wenner Media. He replaces Ray Chelstowski, who the company said is leaving to pursue other opportunities.
Gary Armstrong, Wenner Media’s chief marketing officer, said that any savings from the slimmed-down Rolling Stone will be less than $1 million and will be reinvested in the magazine for glossier covers, heavier paper stock and more editorial pages.
Wenner Media also hopes the shrunken size will enable the magazine to more readily accept pre-printed inserts.
However, some worry a trimmed-down Rolling Stone, even with a glossier cover, will mean the mag loses some of its cachet.
“Part of Rolling Stone was their iconic status and they are giving some of that away,” an industry executive told The Post.
Schenck disagrees. “We’ve done a lot of research and I don’t think there will be a backlash from readers and I think advertisers and marketers will find it easier to work with,” he said.