Time Inc. names Nina Willdorf editor of the smart shopping brand ALL YOU
Before joining Time Inc. in 2012, Willdorf was editor-in-chief of Budget Travel where she managed all content
NEW YORK, NY – April 17, 2014 — Time Inc. Group Editor Clare McHugh and Chief Content Officer Norman Pearlstine today announced that Nina Willdorf has been named Editor of Time Inc.’s smart shopping brand ALL YOU, effective immediately. Willdorf has been executive editor since 2012 and continues to report to McHugh.
“Having played such a key creative role in reimagining ALL YOU on its numerous multi-media platforms, Nina is the ideal person to lead ALL YOU as it embarks on a period of rapid growth and innovation,” commented McHugh. “I’m thrilled for Nina and even more thrilled for the brand.”
Pearlstine said: “As a modern brand that pioneered the use of UGC (user generated content), I know Nina will continue to build on the brand’s unique connection with its readers.”
Now sold on newsstands nationwide, ALL YOU, under Willdorf’s direction, is set to expand digitally with the All You Grapevine product, a socially driven digital platform for 55,000 of the brand’s Reality Checker consumers. Reality Checkers will be able to test products, share photos, videos, and tips – and communicate with each other – all within ALLYOU.com.
As executive editor, Willdorf led editorial enterprise work, including a test of ALL YOU Make It Craft kits, being sold exclusively at 900 Walmart locations. She led the brand’s introduction of its ALL YOU America’s Smartest Shopper Contest, a multi-platform franchise, and the relaunch of the digital product, Grocery Deal Finder.
Before Willdorf joined Time Inc. in 2012, she was Editor in Chief of Budget Travel, where she managed all content, oversaw Budget Travel books and special projects content and launched spinoff magazine Girlfriend Getaways. During her tenure, Budget Travel was named the Best Travel magazine in the prestigious 2011 Lowell Thomas Awards. Previously, Willdorf was articles editor of Travel + Leisure, and worked at Child and Worth. She has written for numerous publications, including Glamour, New York, and Real Simple and is the author of Wedding Chic: The Savvy Bride’s Guide to Getting More While Spending Less and City Chic: The Modern Girl’s Guide to Living Large on Less.