Rookie is an online publication for teenage girls. The site features a new theme each month, and unlike most websites Rookie posts just three times a day (after school, after dinner, and before bed).
This quote from editor-in-chief Tavi Gevison really nails what’s important and unique about this site:
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 — you don’t have to create some funny little “trying to be cutesy” gadget or whatever to coax them.
— 9/5/11 New York Magazine