TalentZoo.com |  Beyond Madison Avenue |  Flack Me |  Digital Pivot Archives  |  Categories
Even a Rookie Can Build a Brand: Rookie Magazine
By: Emory Brown
Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share

You know there are lots of great stories on television, in movies, and in the world at large about young people doing amazing things with their talents. Mark Zuckerberg creating Facebook, Mo'ne Davis making history as the first girl to throw a Little League World Series shutout with a 70-mile-per-hour fastball, LeBron James being the youngest player to enter the NBA —as they say, “The rest is written throughout the pages of history.”

However, the beauty of youth is its ability to bring new ideas to life and inspire generations to come. When it comes to that, there’s a new player in the blogosphere — Editor-in-Chief Tavi Gevinson of Rookie, a publication for teenage girls that has even graced the pages of Fast Company. Who said a rookie can’t build a brand?

Girl mags are plentiful, especially in the fashion world. Actually, most models are between 15 and 19 when they start, so the industry has lived off of the essence of youth and its beauty. However, Rookie is the second incarnation of what Tavi created previously — a blog called “Style Rookie” that garnered her great attention and the admiration of teen girls everywhere.

Rookie is dedicated to the teen girl’s life and features advertising. Girls can chime in three times a week for various content built around a monthly theme and once on the weekends. It covers music, books, comics, love, sex, movies, fun, fiction, and everything else that makes being a girl super cool.

Rookie magazine is a cool brand for the “rookie” in every girl as she makes her transition from teen to womanhood. It’s timely and well written and has carved out a niche for itself among some fierce competitors who have been in the space for decades. And — most editors-in-chief are, say, 40 plus. Eat your heart out, Seventeen magazine.

Tavi started talking fashion at 12 and pop culture and feminism at 15. That’s a hell of a “rookie” in my book. And we can all agree now that a rookie can build a brand.



Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
blog comments powered by Disqus
About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
Beneath the Brand on

Advertise on Beneath the Brand
Return to Top