Tavi Gevinson launches RookieMag.com

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RookieMag.com is new site for teenage girls, edited by Style Rookie Tavi Gevinson.

It launches today, Monday, September 5 (although we live in the future, so you'll have to hold your horses until it's September 5 on the other side of the world to take a look) and will include contributions from Joss Whedon, Winnie Holzman, Patton Oswalt, Zooey Deschanel, Shannon Woodward, Anna Faris, Kid Sister, Supercute!, Paul Feig, Dan Savage, JD Samson, Jack Black, Alia Shawkat, Fred Armisen, and Miranda July. A very accomplished list of supporters, indeed.

Each month will host a different editorial theme and September is "Beginnings", which makes sense. There will be three posts per day, "after school, dinner, and before bed" says Tavi.

But how will it stay afloat in this cruel world of online media, you ask? Well, New York Media, the parent company of New York Magazine, will handle all the advertising for the site, which should help. Larry Burstein, publisher of New York, said to WWD, “I think the Web site has enormous potential. Tavi is the right person to do this. And so we look at it and we see it as a terrific way to reach that audience. The ad universe for Rookie is basically fashion, retail, beauty, entertainment, electronics — all the areas we’re really strong in at nymag.com, The Cut and Vulture.”

Pretty exciting. All the best, Tavi!

You can follow RookieMag on Twitter.