The Critical 'I'

Read. React. Repeat.

Sunday, July 27, 2003

(blogathon 2003)
revive or die?
The other shoe has finally dropped at teen mag Seventeen. Three months almost to the day after they bought the title, Hearst is doing a clean sweep of the editorial staff and installing Atoosa Rubenstein as the new head of the magazine. Rubenstein is only 31 years old, and already has an impressive notch in her belt over her successful launch and guidance of CosmoGIRL!.

While this is being interpreted as a move to jumpstart Seventeen, I think it's more likely the start of about a year or two of market experimentation, using the long-established mag as a testing ground. That's the best use they can get out of Seventeen right now, without damaging their other publications. After this, they'll likely shut the mag down and merge subscriber lists.