A well planned exit without the use of a publicist? Atoosa Rubenstein, Editor-in-Chief of Seventeen magazine announced last week that she’ll be leaving the publication. Her next move is to launch several teen-centered projects including a web business, a book and a consulting firm.
She told the New York Post, “I’m a risk taker. I don’t play the game in a safe way. I’ve never been driven by power or money. I’ve always had a very strong relationship with our audience, and I hope to develop that in a more immediate and visceral way.”
Before her announcement to leave Seventeen, Rubenstein already started branching out of her Editor-in-Chief post positioning herself as an advocate for teens by appearing on MTV’s Miss Seventeen reality show and also as a guest judge on America’s Next Top Model, a favorite show among Seventeen readers.
Is Rubenstein leaving Seventeen another sign in the decline of teen publications? In the last two years, YM, Teen People, and Elle Girl have been shut down. Teen People and Elle Girl are still online – a good move since most teens are tech-savvy. At least we’ve still got COSMOgirl! and Teen Vogue! We’ll have to wait and see who will take over the EIC post at Seventeen.
Read more about her decision to leave Seventeen on her MySpace page and some speculations from Jossip.
