Will Also Cut Rate Base for Newly Acquired Title

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NEW YORK (AdAge.com) -- Hearst Magazines is shifting the editor of its highly successful teen title CosmoGirl! to helm its newly acquired Seventeen.

Atoosa Rubenstein takes over the top editorial slot at Seventeen, which Hearst acquired for $182.4 million in cash in April, while Jayne Jamison, the vice president and publisher of Redbook, shifts over with the same role to Seventeen.

Replacement at 'CosmoGirl!'
Ms. Rubenstein will be replaced at

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CosmoGirl! by her executive editor, Susan Schulz. Ms. Rubenstein succeeds Sabrina Weill, and Ms. Jamison succeeds Ellen Abramowitz at Seventeen. All appointments are effective immediately. Ms. Jamison's replacement at Redbook was not named.

Hearst had sounded out editors outside the company for the top job at Seventeen, people familiar with the process said. But the company ultimately went with Ms. Rubenstein, who gained renown in the industry for repositioning the role of a teen magazine editor into a sort of hip peer or big-sister-cum-best-friend to readers -- a role that originated when Jane Pratt started Sassy in the 1980s.

Ad page success
CosmoGirl! has been an unalloyed success for the company, with circulation hitting 1.1 million in the last half of 2002, just three years after its launch. For the first half of 2003, its ad pages rose 23.9% to 328.8.

The success of the likes of CosmoGirl! has squeezed Seventeen, which despite some hiccups remains the category's largest title and one of the industry's iconic brands. Through June, its ad pages fell 7.8% to 537.5, and its newsstand sales fell 24.1% in the last half of last year.

2.1 million circulation
Perhaps in response to those drops, Hearst said it will slash the rate base, or circulation guaranteed to advertisers, at Seventeen by 11% to 2.1 million, effective with its January 2004 issue. When Primedia put Seventeen up for sale earlier this year, softness in its circulation file was cited by potential buyers as a cause for concern.

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