Seventeen Tries to Grow Up

There's money in diversification.

seventeen-iggy-portSeventeen magazine is looking to shake up advertiser dollars by showing it’s more adult than its name suggests. Its September issue is the first under relatively new editor in chief Michelle Tan, and she made sure things were different.

According to WWD, Tan has expanded features in print and worked with Seventeen’s online team to provide snappier, newsier content. Tan wants the magazine to cover issues like race and gender issues.

Despite those changes, fashion remains a focus for Seventeen. The September issue—featuring Iggy Azalea on the cover—boasts more photos, details about models and behind-the-scenes looks at young fashion designers.

“Seventeen has always been known as a brand that has started trends and since Teen Vogue came into the marketplace, I think they’ve been positioned a little bit more as the fashion brand in the space,” said associate publisher Stacy Nathan told WWD. “But, I think we forget it all started with Seventeen. This is a way to recapture some of that credibility.”