'Dwell' Names New Editor; Amanda Dameron Promoted to EIC | Adweek 'Dwell' Names New Editor; Amanda Dameron Promoted to EIC | Adweek
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'Dwell' Names New Editor

Design mag wants to show it's not just a West Coast title

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Dwell, the independent modern design magazine, has a new editorial team. Amanda Dameron was promoted to editor in chief from executive editor. Working closely with her will be Alejandro Chavetta, who was named creative director, from art director. The pair replaces Sam Grawe and Kyle Blue, the editor and creative director, respectively, who left last summer.

The appointments complete a leadership change at Dwell, which named Brenda Saget Darling as publisher in August. The magazine has also added a new photo editor, Anna Alexander, and senior editor, Kelsey Keith.

Dwell Media president Michela O’Connor Abrams said Dameron would bring a multiplatform sensibility to the role. Despite being a small independent, Dwell survived the recession while many shelter magazines folded by having diversified revenue streams, and it has plans for a new commerce initiative and bigger events business in 2012. O’Connor Abrams projects ad pages for the magazine, meanwhile, to be flat this year and up 10 percent-15 percent in 2012.

“Amanda has proven herself over the past three years, leading the charge on digital,” O’Connor Abrams said, by phone from vacation in Mexico. "She’s been working on all the platforms.”

O’Connor Abrams also hopes having her editor in New York, where Dameron has been since September, will raise the San Francisco-based magazine’s profile.

“Moving her to New York was deliberate because it was really critical to me that the world know that we take New York very seriously,” she said. “The perception was we were a West Coast-based company even though we always had editors flying all over the world.”