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In this brave new internet world of 2011, magazines now have to run ad campaigns—and W's new push comes out today, theme: Fashion's After Party. “We were trying to define what is special and how different is W from other publications,” EIC Stefano Tonchi told W's sister publication WWD. "Other publications have these parties that are sometimes very formal, sometimes very brief, sometimes very boring, sometimes very glamorous, but somehow it is always a place where you don’t necessarily have a lot of fun. And we were talking about how you have fun after the party.” Instead, W is positioning itself as a fun, exclusive, insider-y publication. The ad will run on taxis and phonebooths in New York, inside other magazines, and on Conde Nast websites. [WWD]