Self Makes 2 Key Hires as It Continues Its Reinvention

New fitness and lifestyle directors

It's been just about six months since Joyce Chang, the former executive editor of Cosmopolitan, officially took over as the new editor in chief of Condé Nast lifestyle title Self—and quickly eliminated a number of top editors. Now, with two fully overhauled (and Anna Wintour-approved) issues under her belt, Chang is continuing to rebuild the magazine's staff with two key hires.

For Self's new fitness director, Chang raided her old stomping grounds at Cosmopolitan, hiring the magazine's senior editor Liz Baker Plosser. In addition to overseeing Cosmo's health and fitness coverage, Plosser was also the editorial director of CosmoBody, the magazine's on-demand subscription fitness channel that launched this past July.

Chang also took a page from the Cosmo playbook, at least in terms of hiring editors with highbrow journalism cred, in appointing Tatiana Boncompagni as the magazine's new lifestyle director. Boncompagni is a regular contributor to The New York Times and Financial Times, and previously worked at American Lawyer and The Wall Street Journal Europe.

Even with the recent changes to the magazine—including a completely new look, more Vogue-like covers and elevated fashion sensibility—Self's audience remains on a slight decline. According to the MPA's new Magazine 360 report, which measures magazine brands' audiences across print and tablet editions, Web, mobile and video, Self's total audience fell 2.5 percent between September 2013 and September 2014. (Those numbers, however, did not include viewership stats from Self's Condé Nast Entertainment digital video channel.)