It's the faith...brands are more about relationship than gimmicks

Atoosa Rubenstein's (Editor-in-Chief of Seventeen magazine)recent resignation has caused quite a stir in the media industry. At age 26, she was the founding editor of CosmoGirl. After bringing the infant magazine to new heights (in advertising and revenue) Hearst moved her to reinvigorate the flailing Seventeen magazine. The first issue that was released under Atoosa's editorial direction revived the magazine's 5 year slump in sales and since then, Seventeen's ad sales and circulation has dwarfed all other teen titles.

In my opinion, the reason Seventeen survived and ruled this multi-million dollar market was for two reasons 1) It's historical association with teenage girls 2) Atoosa Rubenstein. Atoosa crafted the book to speak to the language of the audience it caters to. Atoosa of Iranian descent made sure Seventeen presented a diverse look and represented all skin colors and body-types. This distinction alone won many accolades. In another timely move, Atoosa did away with the monthly Editors Letter and chose to instead speak with her audiences via a MySpace blog. She struck a chord with these girls by often putting herself in the lien of fire by introducing a dialogue on religion in the magazine's pages. She also endeared herself to her girls, (as she calls them) by including them in her personal moments, by sharing photographs from her vacation, photographs from when she was a not-so-pretty teenager and even photos from when she had put on weight. She also made the magazine incredibly price-friendly -- because she understood teenage girls don't buy $400 shoes and $1100 dresses. The success of Seventeen magazine, in my opinion, was largely because of the relationship Atoosa cultivated with her audience. Ofcourse but even magazines are a business and leaders often make bad decisions. In Atoosa's case, the terrible Ms. Seventeen reality show, a la Trump's Apprentice.

Irrespective of the hits and misses, Atoosa's declaration to step down to start her own website for teens, youth consultancy and a book is a definitive nail in the coffin of teen magazines as we know it. It takes years to cultivate a real relationship with teenage girls -- even if the Atoosa's successor employs similar tactics, the teen girls will have moved on to digital zines leaving no time for the successor to forge a relationship with them. I think the first issue under the new editor's leadership will speak to my claims.

With the close of Elle Girl and Teen People, this year has been somewhat tumultous and defining for the teen magazine industry. Both magazines have shifted online in an effort to speak with their audiences via a medium most comfortable to them. CondeNast is secretly working on it's little teen empire. Atoosa is starting her own -- and I think just because of the level of trust and the open relationship she shares with this fickle demographic, her website might just be the best. CondeNast, can do all they want, but unless they bring a real personality and a relationship to the mix, teenagers will view them as just another corporate site.

You could have it all -- the jazziest site, expensive rewards, the works, but unless you take the time to know your customers and forge a relationship with them you'll never earn their trust.

Honestly, sometimes I think people give too much importance to phrases and complex theroies on branding and marketing. I don't think there's a simpler science than marketing. You can give it as many fancy names as you want, but it comes down to really knowing your customers and pleasing them not your advertisers or your investors. Granted, this is a simplistic statement, but the essence of it cannot be diminished or argued upon. Building a relationship, that's what its all about. And with the launch of Atoosa's mega teen website and her youth consultancy, we'll see just how right or wrong I am.

Comments

[Beks]

I really loved Seventeen. I hate the India version though - it's just so incredibly fluffy and superficial. I can't believe India teens are so airheaded. After reading a couple I have never gone back.