W magazine primarily features content on fashion, film and art. The target audience for the content is professional, college-educated adults between 18 and 34 years old.
The sub-categories for the content of W magazine are fashion, beauty, people, parties and culture. Examples of fashion topics include seasonal fashion suggestions and in-depth articles on the latest trends. Beauty topics include the favorite fragrances of supermodels and celebrity beauty secrets.
The people category includes articles on best-dressed film stars and photographic essays of trendsetting celebrities. The parties section provides details and photos of high-profile social events. The culture category is devoted to articles on fine arts and travel. Photographic essays are featured throughout the magazine.