Seventeen has finally found someone to replace Atoosa Rubenstein, the former editor in chief of the Hearst teen mag who quit in November to launch her own teen-centered Web business, write a book and start a consultancy specializing in the youth market. After several months and plenty of gossip surrounding the search for a replacement, CosmoGirl executive editor Ann Shoket has been selected to assume the role of filling Rubenstein’s shoes.
Although Rubenstein received a lot of flack during her three years as editor for her Today Show-MTV-talking head-My Space enthusiast-Spice Girl image, I think Shoket should strive to be like her predecessor. As the editor of Seventeen magazine, it is Shoket’s job to be a role model for her readers, and get herself out there as much as possible to build the brand. Rubenstein became the face of the publication, putting herself on every media outlet to reach her target audience. Isn’t that what consumer magazine editor’s strive to do every day?
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