Dan's Papers - January 11, 2008

Steve Florio rose quickly to the top of New York's media world, and accomplished much as a mogul in this industry until his untimely death of heart failure on December 27 at age 58.

Florio was president and chief executive of Conde Nast Publications in New York for 10 years until 2004. Despite the growth and competition of the Internet with many magazines downsizing, Florio managed to expand Conde Nast from a small company to the second largest magazine publisher in the country. He focused on selling expensive ads featuring luxury products, and concentrated on magazines aimed at wealthy consumers. He oversaw all sixteen of Conde Nast's magazines, which included Vogue, Vanity Fair, The New Yorker, Glamour, Self, Architectural Digest, GQ, Bon Appetit, Gourmet, Conde Nast Traveler, Allure, and many others.

Florio built up successful advertising sales team who sold ads that ran in many or all of his publications, which reach over 70 million readers a month. Under his leadership, the company also started a new magazine about shopping called Lucky, which found success during a time when many magazines were floundering.

In the magazine industry, Florio was known as a lively, colorful character, with his Groucho Marx cigar, big moustache and outgoing personality. He was always dressed to the nines in pinstriped suits, and was the center of attention at parties and events.

Florio was born in Jamaica, Queens, as one of three children to F. Steve and Sophie Masciale Florio. In 1971, he earned a business degree from New York University. He began his publishing career as a research associate at Esquire Magazine, and nine years later he became vice-president and advertising director. He went on to become the President of The New Yorker in 1985, and in 1988 he became the chief executive. During his long career, he was also publisher of GQ, and increased the circulation of this magazine.

In 2004, Florio stepped down from his grueling, long office days in the publishing world, due to heart problems, and split his time between Manhattan, Sag Harbor and Key Largo.

He is survived by his mother of Middle Island, his wife, the former Marian McNeill, two brothers, Michael of Middle Island and Thomas of Manhattan, who is publisher of Vogue, his daughter Kelly Florio of Manhattan and his son Steven John also of Manhattan.