As Januarys go, this one has been a bit of a snoozer, but things are finally picking up now that the boldface names have returned to their regular perches at Michael’s. The joint was jumping today as morning talkers (Charlie Rose, Barbara Walters), media moguls (Barry Diller) and fashionistas (Marie Claire‘s Joanna Coles) were all in full power lunch mode. It’s about time!
I was joined today by Seventeen editor-in-chief Ann Shoket and Hearst executive director of public relations Alexandra Carlin. It’s been a while since Seventeen was required reading in my house (I still remember begging my father to drive me to the stationary store, so I could be the first to get the magazine’s coveted September back to school issue). Back then, I’d devour every oversize page, finding tons of inspiration and validation about surviving the treacherous teenage years in one piece — and in style.
Well, the more things change, the more they stay the same. Ann, who celebrated her fifth anniversary with the magazine last week, says she feels a “huge responsibility” to readers, which means addressing the issues they care most about (a tall order to say the least). Between dealing with ‘sextortion’ (boyfriends threatening to dump girls if they don’t submit sexually) and the barrage of unrealistic images of physical perfection all around them, today’s teenage girls, says Ann, are under “huge pressure” all while dealing with the requisite drama that comes with being a high school girl. Seventeen‘s mission is to empower teenage girls (the average reader is 16), often by reporting on celebrities who can be a source of inspiration. For next month’s cover, the magazine scored the first interview with a post-rehab Demi Lovato who opens up about how she battled back from anorexia, bulimia, bipolar disorder and cutting. “Demi was amazing. It’s so refreshing to have a celebrity be honest about their struggles. It’s great for girls to read about someone like that.”
Seventeen, says Ann, is also a resource for girls about subjects they might want to talk about with their parents, but can’t. Topic A: ‘Digital Drama’ – the magazine’s clever moniker for ‘cyber bullying’ which “sounds so nineties.” Seventeen is so committed to wiping out the epidemic that Ann created the ‘Delete Digital Drama’ campaign for the magazine. “We only had to deal with the mean girl phone calls, but today social media has created so many more outlets for bullying to happen. It’s a serious problem.”