Ad pages at W fell almost 50% in 2009, to about 1,050 pages, according to Media Industry Newsletter. That makes it one of the hardest-hit magazines at Condé Nast. Tonchi joined The New York Times as style editor for The New York Times Magazine in 2003. He had previously been a fashion and creative director at Esquire and the Condé Nast publications Self and vL'Uomo Vogue.