We’re very excited to launch a new website today — Rookie, a new site for teenage girls, edited by Tavi Gevinson. We’re fans of Tavi’s writing and eye, but it’s her perspective on publishing online that really hits home:

A lot of websites run on a system of having to get a post up every half-hour, and a lot of those end up being filler posts because they don’t actually have that much to say. Rookie is kind of my response to that because we have three posts a day, and we plan everything a month ahead of time. And I like that. After being in all these meetings with publishing companies and advertisers and stuff, it’s like everyone just wants to trick people into reading their website. If the content is good, people will read it…

This neatly matches our own beliefs, and is one of the reasons Rookie was such a pleasure to build. A fast project (after three weeks, an earthquake, and a hurricane, we have a new magazine!), and one we’re proud of.

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