Seventeen Editor-in-Chief Ann Shoket on the Mag’s YouTube Issue

/ Sep 15, 2014

There’s something unique about the next issue of Hearst’s Seventeen Magazine, which hits the shelves on September 16. It’s dedicated entirely to YouTube stars. From Shane Dawson to cover girl Bethany Mota, Seventeen’s featuring 40 YouTubers in total in this special issue. Why? Because, surprise surprise, Seventeen’s readers love YouTube creators. Teens loving YouTube — who would have guessed?

VideoInk caught up with the magazine’s editor-in-chief, Ann Shoket, so she could give us more insight into the YouTube issue. She told us about the highlights, the featured ‘Tubers, and the choice to put Mota on the cover, which looks like this:

Seventeen October 2014 Bethany Mota

What made you decide to dedicate an entire issue of Seventeen magazine to YouTube stars?

This issue is the ultimate celebration of our readers! Teens and young women are some of the the biggest creators and most voracious viewers on YouTube. YouTube is a larger social network than Facebook or Twitter for this generation. We listen to what our readers want, and they are obsessed with their favorite YouTube stars — we have 40 of them in this issue!

Do you think YouTube stars appeal more to the magazine’s current demographic than “traditional” Hollywood celebs?

YouTube Stars are the new reality stars. They let us into their lives. We feel with them. We obsess over YouTube stars for different reasons than we like Hollywood stars. The traditional stars seem so glamourous and perfect — we can only dream about living their lives. But we root for YouTube stars who are a little less polished, quirky and maybe even a little weird. We love them for their authenticity.

Which YouTube personalities will appear in the issue?  

In addition to Bethany, the inside pages feature 30 additional YouTube personalities; including Seventeen’s YouTube Hot List, a power list of 18 superstars who combined have more than 2,800 videos, 29 million subscribers and nearly 6 billion views. Here’s the full breakdown below:

YouTube Hot List:

  • The Brits: Marcus Butler and Zoella
  • The Hot Guys: The Janoskians
  • The Band: Boyce Avenue
  • The Funny Girls: Superwoman and Taryn Southern
  • The Seventeen Sisterhood: Becky G, Heart Defensor (ThatsHeart), Meghan Rosette, Chelsea Crockett (BeautyliciousInsider), Lisa Schwartz (Lisbug)
  • The BFF: Tyler Oakley

Other highlights include:

      • Fluer De Force in a lookbook-type story in our front-of-book fashion section
      • Shane Dawson, Joey Graceffa, Wassabi Brothers, Charlie Puth taking over the Love&Guys section
      • Blogilates taking over the fitness pages and doing a special workout for Seventeen readers
      • Ingrid, Dulce Candy, Blaire & Elle Fowler both in the beauty well story and featured as the Beauty Masters; each girl shares her best tricks, inspo, etc
      • An excerpt of Michelle Phan’s new book about getting what you want in life

How come you chose Mota for the cover?

Seventeen has a long-standing relationship with Bethany. When she started her beauty tutorials she was on of the SeventeenBeauty Smarties, our team of YouTube Beauty Gurus since 2007! Bethany is warm, funny, friendly and real — that’s what makes the perfect YouTube star.

The magazine has had its own home on YouTube for some time, now. What in particular made Seventeen such a prime candidate for a YouTube channel?

Seventeen has had a YouTube Channel since 2006. We built our success on beauty videos and behind the scenes with our cover stars. With every video, our readers responded with an even greater demand for our content. They love it.

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