The former senior vice president publishing director of American Vogue left Condé Nast in 2010 to join IMG as senior advisor to chairman, Theodore J Forstmann. In 2012, he was appointed chief executive of Advanstar Fashion Group, the business-to-business media company. Advanstar publishes over 50 trade magazines, on a broad range of subjects including motoring and medicine. Florio was brought on board to oversee the company’s increasing presence in consumer-facing publishing.
Under Florio’s supervision Advanstar Fashion Group launched Shopthefloor.com, marketed as "Fashion’s largest business network," which provides digital access to showrooms and producers with e-commerce functionality. Florio’s responsibilities also included overseeing Magic, the United States’ largest apparel trade show, held twice annually in Las Vegas. During his tenure, Magic showed 7000 brands and an estimated $600 million dollars of business was completed during its three day durations. He exited the company in June 2014.
In November 2017, Florio and Paper magazine's chief creative officer Drew Elliott founded ENTtech Media Group with XRM Media as a strategic partner. The group acquired Paper in the same month. In the future, ENTtech Media Group plans to not only expand Paper internationally but also acquire more like-minded media companies.
Florio’s 20-year career at Condé Nast saw him play integral roles at many of the publishing group’s key publications. Florio told Fashion Week Daily, “I was president at The New Yorker, then I was at GQ — and when I was at GQ, they asked me to go to Vanity Fair. When I was asked to go to Vogue, I didn’t want to, but Anna [Wintour] and I had a talk and I was convinced to go. Did I see myself going outside the communications field? Maybe not. Right now, this whole democratisation of fashion feels very much like 2004 when I started seeing the digital thing happen to print magazines.”