Seventeen's EIC on Why Gen Z Will Take Over the World

I was really looking forward to today's lunch with Seventeen's editor in chief, Michelle Tan. Although we worked together at People many years ago, we'd never met. Let me explain: back in the day the magazine's correspondents (me) reported the stories and then sent their files to the editors (Michelle) who would then write them up. We worked on separate floors and it was very much a case of the separation of church and state -- the system ran like a well-oiled machine. [caption id="attachment_343914" align="alignright" width="350"] Michelle Tan and Diane Clehane[/caption] "I thought I'd spend twelve weeks there, but it would end up being twelve years," joked Michelle of her long tenure at People. She's one of its most successful alums, and part of the Facebook group, Former People People. "I graduated from Northwestern on Saturday, moved to New York on Sunday and started my internship on Monday at People." Michelle's steady rise through the ranks is impressive: she started in 2002 as an editorial assistant, later rising to staff writer from 2004 to 2009, covering human interest and entertainment stories, celebrity cover stories and awards season in Los Angeles and eventually was named special projects editor in 2014, where she was the top editor for double issues for the weekly magazine, subscriber specials and newsstand issues, including Half Their Size, Hollywood’s Hottest Bachelors and my personal favorite, World’s Most Beautiful People. "I like to say I was born and raised professionally at People," said Michelle just as her salad nicoise arrived. When Hearst's Eliot Kaplan (who I Lunched with a few weeks back) called asking if she was interested in coming in to talk about the EIC job at Seventeen, Michelle's stomach dropped ("In a good way") and after her interview she thought, "What do I have to do to get this job?" Well, whatever she did, it worked. While she admits it was hard to leave the tight-knit People family ("I was the one crying"), she clearly loves being the confidante-in-chief at Seventeen. She's coming up on her first anniversary at the top of the masthead, having started at Hearst in December of last year. When I asked how her tenure at People helped prepare her for her job as Seventeen's EIC, she told me, "It always comes down to good storytelling -- especially with teenage girls. I'm always looking for the heart and emotion of the story and that's something I learned at People." I hadn't read Seventeen in a long time, but after checking out several issues in anticipation of our lunch, I could tell I had a lot of catching up to do when it comes to plugging into what teen girls are talking about (and, I confess, as result of what I read, I'm a little nervous knowing the teenage years are just around the corner at my house.) The November issue boasts plenty of beauty and fashion tips with model of the moment Bella Hadid on the cover, but also features more topical material including 'The New Transgeneration" and a reader story "I Made Out With My Girl BFF." Michelle told me while the issues discussed in the magazine are very much a product of the times, the magazine's straight talking, empowering tone remains the same. "Girls are definitely developing faster now, but if you go back to the 70s, Seventeen was doing issues on sex. The magazine has a seventy-one year history of talking to readers about important issues." When it comes to taking on important issues, Michelle told me, "Our responsibility is making the news relevant to [the readers.]" In talking about transgender issues, Michelle was very clear on just what she wanted convey to the reader. "Most of the stories you see are sad -- about not fitting in and about suicide. I wanted to find transgender teens who would share their stories and show readers how to embrace their true selves. When we do stories like this, I always think: what can we do to help the reader?" Sometimes, though, it's Seventeen's readers that school Michelle and her editors on what's in -- and what's out. In September, the magazine handpicked five readers to participate in the first Seventeen Summit hosted by Google Hangout, where they discussed, among other things, race. In sharing the girls' thoughts on social media, the editors had planned to use hashtags but quickly learned the error of their ways. "The girls told us hashtags are out. They said, 'Why would we use something our mothers use?" Noted. The open, ongoing dialogue Michelle has with her readers keeps her current on the things teens care most about (the Seventeen reader ranges in age from 12-21) and allows her to dispense advice on the most sought-after topics. Not surprisingly, a lot of the conversation takes place online. "I get emails and [readers] reach out on Twitter, Instagram and Snapchat. I even get a few letters." So what do Seventeen readers ask about most? "A lot of them ask me how I got my job and are looking for guidance about getting into college. Gen Z is the most ambitious generation out there." For its career-minded readers seeking a firsthand look at working in fashion, Seventeen has partnered with 360 Student Travel to create the Seventeen 360 Student Travel Fashion Experience, a 14-day program in New York City for teens who dream of living here and working in the fashion industry. The program, which launches next summer, will feature a mix of information and inspirational presentations from the editors of Seventeen, top fashion brands and more. Additionally, participants will visit landmark neighborhoods and destinations throughout the city. There will be two sessions next year: July 10 – July 23 and July 24 – Aug. 6. Raised by Gen X parents, these girls, said Michelle, "want to know how to make their mark earlier. They see that Facebook was started by its founders when they were in college, Snapchat was started by a guy who is 25 years old. They feel the need to succeed in a huge way and [sometimes] that doesn't mean getting a job, but starting a business. They are very entrepreneurial." Gen Z and the millennials "have the same values," explained Michelle, but with Gen Z "Everything amplified. This is the first generation born with a phone in their hands." But first things first. Before inventing the 'Next Big Thing,' readers need to navigate the tricky terrain of getting into college and surviving the transition from high school. "There's a lot of 'shock and awe' associated with that time and next year we're going to do something bigger about prepping for that first year." Even if its audience is planning to take over the world one day, Seventeen is still very much a place where teen readers can nurture their celeb crushes. "Teenage girls and heartthrobs are a successful formula 71 years later." To wit: Justin Bieber remains a newsstand favorite as does Ansel Elgort (The Fault in Our Stars). When it comes to celebrities (Pretty Little Liars' Shay Mitchell and singer Meghan Trainor are favorites), thanks to social media, Seventeen readers feel like they are in more direct contact with celebrities, explained Michelle. "[Readers] feel like they are a part of this person's success. There's an investment in this person and when they are fans, they are all in!" Even with all the celebrities and movers and shakers Michelle encountered during her days at People, it seems she's most impressed by the readers she's editing for at Seventeen. "When I talk to girls for the magazine, I feel like I'm interviewing my future boss. I always tell them, 'Remember this moment and remember to put my name on the top of your list!" Here's the rundown on today's crowd: 1. Discovery ID's Henry Schleiff and pals 2. Joan Jakobsen 3. Laurie Tisch 4. Harvey Weinstein 5. PR scion Steve Rubenstein 6. Dr. Gerald Imber, Jerry Della Femina and Andy Bergman 7. Glenn Horowitz and Tracey Jackson 8. Christy Ferer 9. Cece Cord 10. Bisila Bokoko 11. Mickey Ateyeh 12. Dr. Mehmet Oz with Jack Myers and a squadron of suits. We noticed Dr. Oz was working the room just like he did when I Lunched with him to discuss the launch of his new magazine. 14. Sony Pictures' Steve Mosko 15. Christie Hefner who gave Norman Lear a big kiss before heading out the door. No word on who Norman was lunching with. 16. Ed Kelly 18. Armando Ruiz 20. Producer Joan Gelman 22. Norah Lawlor 23. Ed Bleier and Jules Haimovitz from Dick Clark Porductions 25. Marshall Cogan 26. Nicholas Varney 27. Michelle Tan, Lauren Demitry and yours truly 28. Sarabeth Schrager 29. Alexis Mercedes 81. PR maven Joannie Danielides Faces in the crowd: 'The Bar-ettes' Kira Semler and Vi Huse having their monthly champagne lunch at the bar. Beverly Camhe and Bill McCuddy arriving for the second seating. Cheers! Diane Clehane is a FishbowlNY contributor. Follow her on Twitter @DianeClehane. Send comments and corrections on this column to LUNCH at MEDIABISTRO dot COM.

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Seventeen's EIC on Why Gen Z Will Take Over the World

The roster of media mavens, moguls and boldface names spotted today at Michael's.

Diane Clehane

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