Tavi Gevinson's Rookie Will Launch Monday, Jane Pratt on Board as 'Fairy Godmother' and Other Details

Summer's just about over, but teenage girls dreading the return to high school after Labor Day will at least have one thing to look forward to: Blogger-turned editor Tavi Gevinson's new online (and sometimes print) magazine, Rookie, which promises to speak to teenage girls the way Sassy did before Tavi was born. Rookie will go live this Monday on rookiemag.com. It may seem odd to launch on a holiday, but Rookie's publishing schedule is reportedly tailored to that of a teenage girl (three posts per day: one after school, one after dinner, one before bed)--and, chances are, a lot of teenage girls are going to be sitting at home on their computers monday night dreading the fate that awaits them in the morning. Here are all of the important details we've scooped up from WWD, the Times and the blog that started it all, Style Rookie!
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Dhani Mau
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Summer's just about over, but teenage girls dreading the return to high school after Labor Day will at least have one thing to look forward to: Blogger-turned editor Tavi Gevinson's new online (and sometimes print) magazine, Rookie, which promises to speak to teenage girls the way Sassy did before Tavi was born. Rookie will go live this Monday on rookiemag.com. It may seem odd to launch on a holiday, but Rookie's publishing schedule is reportedly tailored to that of a teenage girl (three posts per day: one after school, one after dinner, one before bed)--and, chances are, a lot of teenage girls are going to be sitting at home on their computers monday night dreading the fate that awaits them in the morning. Here are all of the important details we've scooped up from WWD, the Times and the blog that started it all, Style Rookie!
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Summer's just about over, but teenage girls dreading the return to high school after Labor Day will at least have one thing to look forward to: Blogger-turned editor

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Contributors of note will include Joss Whedon, Winnie Holzman, Patton Oswalt, Zooey Deschanel, Shannon Woodward, Anna Faris, Kid Sister, Supercute!, Paul Feig, Dan Savage, JD Samson, Jack Black, Alia Shawkat, Fred Armisen, and Miranda July. Impressive!

As previously reported, Jane Pratt and the company that owns XOJane, Say Media, are no longer involved due to Tavi's desire for full control. However, according to the Times, to whom Tavi insists there was no falling out between her and Pratt, Pratt's name will appear on the contributors page with the title "fairy godmother." Rookie's other fairy godparents include "This American Life" host Ira Glass, who apparently helped the Gevinsons negotiate with Say Media and told the Times he was concerned that someone was looking out for her,” as well as a professional team of, well, adults that includes a project manager and regular writers.

So, where does a 15-year-old get the money for all this? WWD reports that while the site remains independent, New York Media (NY Mag's parent company) will handle advertising.

Finally, what will it be like? How Sassy is it going to be? Tavi told the Times, “Our content respects a kind of intelligence in the readers that right now a lot of writing about teenage girls doesn’t. People think it’s just going to be another site or magazine that talks about how great celebrities are or how awful celebrities are or dieting. . . .and I’m like, ‘Just you wait and see. ’"

Even though I'm definitely not a teenager, I'll read it. At least until I start to feel weird about it. Will you?