Brandon Holley, the editor-in-chief and business lead for Yahoo's women's site, Shine, is set to return to print media as chief editor of the Condé Nast title, Lucky, in September.
Holley left Condé Nast in 2007 - after the publisher closed the glossy, Jane - to join Yahoo, where she worked on creating the women-centric site.
Prior to working for Jane, Holley assisted in the creation of Elle Girl for Hachette Filipacchi Media in 2001.
In a New York Times profile, she had said that being "a digital women's-service journalist is much less glamorous," than her old job at Condé Nast's "glossy dream factory".
Holley will replace Kim France, who founded Lucky along with Condé Nast editorial director James Truman in 2000. The shopping magazine, inspired by Japanese shopping titles, received positive reactions when it started, but has been underperforming after the recession.
Latest figures from the Publishers Information Bureau state that advertising pages in Lucky were down 7.3 per cent from April to June from the same period last year.
Reports suggest that the choice of Holley - with her background in digital journalism - is an indicator that the magazine may be shifted online altogether.