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Dirk Standen

Digital Creative Director, W Magazine

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Dirk Standen is digital creative director at W Magazine, where he works closely with the publication’s editor Stefano Tonchi , overseeing digital strategy.

During his longtime tenure as editor-in-chief of Style.com , Standen established the Condé Nast-owned media brand as the most popular industry and consumer destination for show imagery, now in real-time, as well as introducing new content streams and overseeing the media brand’s expansion into print.

“If you look at the big picture, I don’t think [media] brands can afford to be tied to one medium anymore. From a business point of view it makes a lot of sense in that some magazines are still doing well. That, and also there are possibilities for cross-selling across print and the web," he told BoF.  

Style.com was an early up taker of the street style phenomenon, retaining two of its earliest proponents, Scott Schuman and Tommy Ton , driving considerable traffic to the site, and raising their industry profiles all the while. The site has also experimented with ‘instant gratification,’ its term for e-tail partnerships with designers.

Standen says of his and Style.com’s success, “speed and authority is something that Style.com has done very well. And, we have always been on top of technical innovation. We were the first major fashion site on the iPhone and now we are the first major fashion site that is launching a magazine. We have a history of innovating and will continue to innovate.”

He has ensured editorial “speed and authority” by retaining a tested team, including Tim Blanks and Nicole Phelps as the site’s principal show reporters.

Standen has contributed to GQ, Details, Tatler, Food & Wine, and The New York Observer. Standen joined Condé Nast Digital in 2003 as Deputy Editor. He has won the Magazine Publishers of America digital awards, a Webby award, and Min's 2011 Best of the Web Awards.