SO LONG

Tavi Gevinson Shutters Rookie Mag After Seven Years

“Digital media has become an increasingly difficult business, and Rookie in its current form is no longer financially sustainable.”

After seven years of coming-of-age content, the teen-centric print and digital magazine Rookie will cease publication. Rookie’s creator, Tavi Gevinson, penned an extensive six-page last editor’s letter to explain the decision to shut down the site she began when she was 15 years old—as a followup to the viral Style Rookie blog she started when she was 12. She primarily cited the difficulty in maintaining a publication’s financial stability in today’s media landscape. The young creator conceded she was reluctant to change the platform in ways that could have made it financially sustainable—such as making the site subscription-based or taking money from investors. In the end, the 22-year-old editor in chief payed homage to her loyal readers: “Thank you for growing up with us.”