Let's get one thing straight: Ann Shoket, EIC of Seventeen, is a fan of web and does not think it's killing the industry, according to Fishbowl NY's Media Beat interview.
"The Web is not eating our lunch. We don't have a readership problem. We are not losing our readership to the Web," Shoket told Fishbowl NY. "Girls love the Internet, absolutely, but the Internet brings us readers. We sold half a million subscriptions to Seventeen magazines online last year."
Shoket added that the Seventeen web-print strategy is to keep "Seventeen everywhere, creating content whenever and wherever our girls are." This includes the usual social mediums like Twitter and Facebook "to keep the brand vital."
In the second installment of the video, Shoket offers advice to whippersnappers looking to break into the industry. "When I'm interviewing new editors, I'm always looking for their ability to think surround — who's your partner outside that's going to help spread your word; how are you going to get your readers' social networks to spread the word for you on Facebook, YouTube, Myspace; what are we going to do on Seventeen.com; are there other new innovations happening in the world that we need to be paying attention to," Shoket says. "I recognize not everyone has had all the experience in every single form of media, but I'm looking for people who can think like that. Because a magazine story does not resonate if it's just on the page."
Check out her tips for aspiring EICs after the jump.
