'It Was Time for a Change' Says New VP

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NEW YORK (Adage.com) -- After not quite a year's tenure, Ann Marie Iverson, editor in chief of Primedia's Seventeen, has left the company, according to Elizabeth Crow, who joined Primedia six days ago as executive vice president and editorial director for the consumer magazine group.

'Clean start'
"It was time for a change," Ms. Crow said of Ms. Iverson's departure. "It's a good thing for us to have a clean start."

Ms. Iverson, who could

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not be reached for comment, joined Seventeen last September from rival YM, where she was editor in chief. She had worked at Seventeen previously as a beauty editor from 1987 to 1990.

Ms. Crow will be overseeing the magazine until she can name a replacement. When asked what she'll be looking for, she said, "Someone really, really good. It's a fabulous opportunity, the magazine is in good shape and the brand is really strong. I need someone who really understands the mission of the magazine and knows how to make it come alive."

Expansion plans
Primedia is also looking to expand the brand into other channels, including expanding the two Web sites associated with the title and increasing the number of live events and special issues and developing books, Ms. Crow said.

"Whoever comes in will need to do a great job with the magazine, but also for many other products as well," she said.

Seventeen, while still a leader in circulation and ad pages, is feeling the heat from an increasingly crowded category.

With a circulation of 2.43 million (up 2.6%), Seventeen is the largest of the teen-targeted titles. Gruner & Jahr USA's YM follows close behind with 2.26 million (down slightly 0.6%), Time Inc.'s Teen People is at 1.65 million (up 2.5%), while newcomer CosmoGirl from Hearst has reached 1.05 million (up 33.5%), according the Audit Bureau of Circulations' figures for the first half of this year. (Other newcomers, Hachette Filipacchi Magazines' Elle Girl and Conde Nast Publications' Teen Vogue, are not yet tracked by ABC.)

Ad pages
On the ad page front, for the period January through July, Seventeen led with 669 ad pages, down 4.03% from the same period the year before. YM racked 470.88 pages, up 33.9%. Teen People, with 441.74 ad pages, was off 12.6%. CosmoGirl had 265.35 ad pages, up 2.4%, while Elle Girl, in its first year, had 91.52 ad pages for the period, according to Publishers Information Bureau figures. (Teen Vogue, which will move from a test to full publishing schedule next year, is not yet measured.)

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