She already has a MySpace page, so it's not surprising that editor-in-chief Atoosa Rubenstein — she of the ubiquitous Today Show appearance and Michael's lunch — is leaving Seventeen at the end of the year to work on digital projects. According to Keith Kelly, Atoosa's plan is "to launch her own teen-centered Web business, write a book and start a consulting firm specializing in the youth market." (We'd have to respectfully differ with Kelly's assertion that Atoosa's exodus "rocks" the market the same way the shuttering of ElleGirl and Teen People.)

Her Seventeen replacement has yet to be determined — Brandon Holley's name has already been floated — but whoever takes over will inherit a magazine, like plenty of others, facing a flat at-best ad market.

Through September, Seventeen is down 2.6 percent in ad pages (731), though up 3.4 percent in ad revenue ($79.27 million) according to the Publishers Information Bureau.

Developing.