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She will take up her new role in February next year and has previously worked as assistant features editor at the Daily Mirror and celebrity editor at Reveal.
Others have enlisted celebrities to become editorial directors: McCall's was even renamed Rosie's in honor of its celebrity editor, the actress and talk-show host Rosie O'Donnell.
Bonnie Fuller, the celebrity editor who succeeded Brown at Cosmopolitan in 1997, said, "She was the first woman to say you could have it all – and by that she meant a career AND a man AND a hot sex life.
It's not a coincidence that the next large partnership Hearst could forge is with MTV, a brand with global reach, not another celebrity editor whose brand recognition drops to zero a mile west of the Hudson.
He eschewed the role of celebrity editor, arguing that journalists should not socialize with the people they cover, and leaving it to the magazine's owner, Malcolm Forbes, to go to parties with the rich and famous.
That change was part of American Media's attempt to remake itself, an effort that included hiring a celebrity editor, Bonnie Fuller, to turn its Star tabloid into a glossy competitor to Us Weekly and People.
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"The age of celebrity editors and monstrous staffing are over," said Felix Dennis, owner of Dennis Publishing.
But, he said, Ms. Bailey will soon join the ranks of the other celebrity editors, both past and present, like Tina Brown, Helen Gurley Brown and Ms. Wintour.
In this sense the descendants of Winchell include not just celebrity editors like Tina Brown and Graydon Carter but also TV interviewers like Larry King and Carson Daly.
He takes the subway to work, not a town car, and lacks the imperiousness or mercurialness that surround other celebrity editors, including his predecessor, Tina Brown.
For now, Ms. Pratt is engaged in what is the struggle for celebrity editors (see: Brown, Tina): how to reinvent or reconfigure her personal brand for the digital age.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com