A Makeover At 'Seventeen'

Folio: The Magazine for Magazine Management, Feb 1, 2003

Byline: Susan Thea Posnock

Seventeen magazine has been on a shopping spree - not for the perfect prom frock, but for editorial talent. Last month editor-in-chief Sabrina Weill announced four hires, and she says she's just getting started. The former Cosmogirl! chief - who was named editor of the Primedia title last November - reports she's still looking to fill four positions.

In January, Weill brought in Marcos Gago to art direct, and recruited Susannah Cahn (from Ellegirl) to become the mag's fashion director. Also new to the masthead are ex-Cosmo staffer Holly Crawford, the new beauty editor, and Jennifer Braunschweiger, who left Reader's Digest to be features editor.

Following editor-in-chief Annemarie Iverson's departure last September, Weill had several positions open. "It gave me this terrific opportunity to shout out and say, 'I'm looking for real creative talent,' " she notes. "I've been bombarded with fabulous applicants." In fact, when it was first reported that Weill would take over the teen title, she was vacationing at home. However, that didn't stop ambitious applicants. "People were finding my address and literally messengering clips to my house," she says.

In addition to filling holes, Weill is restructuring the staff. The special projects editor slot, for instance, has been eliminated. To pump up the feature well, Weill created a features editor position and has added an editorial business coordinator. "Right now the managing editor's job is very big, and this will help her focus," says Weill.

But rather than focus on "job titles," Weill says her approach has been to look at people: "I don't interview for slots. I interview for people who I think bring the skills that are needed for the magazine, who are in sync with me."

ADVERTISING & SALES

David Murga to midwest advertising director, Latina, from director of marketing at iHispano.com.

Laurie Kahn to northwest manager, Lucky magazine, from northwest manager for GQ.

American Express Publishing made the following appointments: Kira Krieger Friedman to fashion & luxury goods manager, Travel + Leisure, from account manager, Vogue, and John Meyjes to sales manager, Travel + Leisure, from sales manager of the magazine's Web site.

Molly Hollister to account manager, Spin. Most recently, she was account manager at AOL Time Warner's Media Networks, Inc.

Bill Shaner to senior account executive, Time4 Media's Outdoor Life and Field & Stream magazines. Prior to joining Time4 Outdoors, Shaner served as associate publisher, Men's Journal.

USA Weekend Magazine announced the following hires: Bryan Henry and Monique Haygood as account executives. Henry was regional sales manager for Northstar Travel Media's Official Meeting Facilities Guide. Haygood was account manager for Disney Adventures and Disney Magazine.

Anna Herceg to New York advertising manager, Seed. She was director of development for American Media, Inc.'s Country Music Media Group.

CORPORATE

Gemstar-TV Guide International, Inc. has named J. Scott Crystal to executive vice president and publisher of the TV Guide Publishing Group. Most recently, Crystal was president and CEO of G+J USA's Business Innovator Group, which disbanded in July 2002.

Primedia's Media Central unit announced the following appointments: Randi Schatz to vice president of sales and publisher of Cable World, responsible for the magazine's and Kagan World Media's sales teams, and Doug MacDonald to vice president of sales for FOLIO:, American Demographics, and Circulation Management magazines as well as for PMI and AD conference sponsorships. Previously, Schatz was group associate publisher for Reed International Television Group; MacDonald was a managing partner for T3 Communications.

Anne Finn to senior vice president/consumer marketing, Magazine Publishers of America (MPA). Finn was promoted from vice president/consumer marketing.

John Hartig to senior executive, magazine and business development, Hearst Magazines. Previously, Hartig was president of Time Inc.'s Parenting Group.

Dr. William F. Baker, president and CEO of Thirteen/WNET New York, has been appointed to the Board of Directors at Rodale, Inc.

Gregory Barton to executive vice president, general counsel, and secretary, Ziff Davis Media, Inc. Most recently, he was president, CFO, and general counsel of Index Development Partners (formerly the Individual Investor Group).

Robert L. Hawkins to chief marketing officer, Essence Communications Partners. Previously, Hawkins was senior vice president of marketing for Bee-Alive, a health and nutritional products company.

EDITORIAL & ART

Roy S. Johnson to assistant managing editor, Sports Illustrated. He was editorial director of Vanguarde Media publications and editor-in-chief of Savoy magazine.

Olivia Monjo to editor-in-chief of Woman's Day Special Interest Publications, from deputy editor.

Tracy White was promoted to editor-in-chief, Creating Keepsakes. Previously, she was the editorial director.