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.