SHOKET IN AT SEVENTEEN: When Hearst Magazines named Cosmogirl executive editor Ann Shoket as the editor in chief of Seventeen magazine Wednesday, it ended a period of speculation of whether the company would opt for a self-made marquee figure like predecessor Atoosa Rubenstein, an out-of-the-box surprise, or a more tried-and-true magazine candidate.

Shoket, who joined Hearst for the launch of Cosmogirl in 1999 and has been with the magazine in various capacities ever since, has long been named as a favorite to succeed Rubenstein, whose planned departure was disclosed in early November.

Sources familiar with the hiring process said Hearst higher-ups were clear on one thing: They wanted an editor utterly devoted to the magazine, one less interested in publicity-grabbing side projects. In Shoket, they are getting an apparent Hearst loyalist with a proven track record in magazines and an uncontroversial reputation. Her strong Web background — a decade ago, she started her own Web site for downtown living, and ran in its early days — is also an obvious plus as a fresh round of Web ventures vie for teenage eyes.

“She’s the type of person that puts her all into the job,” said Cosmogirl editor in chief Susan Schulz, adding that Shoket wasn’t particularly obsessed with the top spot. “She was never nipping at my heels or anything like that. She wanted to execute the vision I had for Cosmogirl and always had enthusiasm.”

Shoket has previously worked at Parade’s teen news magazine, React, and The American Lawyer.

“She can be a tough editor, but always earns people’s respect,” said Michelle Lee, who worked with Shoket on the Cosmogirl launch and is now at In Touch Weekly. “She’s a words person and a very hard worker.”

Rubenstein — who’s off forming her own company, Big Momma Productions Inc. — chimed in, claiming, “I was really happy to hear from Cathie [Black, Hearst Magazines president] this morning that Ann was being named as my successor.

She added, “It’s always great to see a colleague get a big job.”

This story first appeared in the January 4, 2007 issue of WWD. Subscribe Today.

Through the first half of 2006, Seventeen saw paid and verified circulation fall slightly by 1.2 percent, to 2 million, and newsstand sales rose by 1 percent to 327,631. Cosmogirl, meanwhile, saw paid and verified circulation remain flat at 1.4 million, though newsstands sales fell 14.7 percent in the period, to 352,911. — Irin Carmon

BURBERRY’S SILVER STREAK: Burberry is channeling the spirit of Cecil Beaton for its spring ad campaign, which is packed with British “It” kids — and once again features Kate Moss and Stella Tennant.

In the U.S., the men’s and women’s ad campaign will break Friday in the February issue of W magazine, a Condé Nast publication and sister title of WWD. It also will appear in Interview and Vogue. In Britain, it will run in Vogue, Tatler, Vanity Fair and Harper’s Bazaar.

Burberry creative director Christopher Bailey said the black-and-white campaign, shot by Mario Testino in an East London studio, was inspired by Beaton’s iconic images of artists, rock stars, royalty and aristocracy. The ads feature celebrity offspring including Max Irons; Sam Branson; Theodora, Alexandra and Marlon Richards; Jesse Wood, and Otis and Isaac Ferry. British aristos Justin Portman and Jasset Ormsby Gore, son of Lady Amanda Harlech, are also featured.

Other models include Sophie Dahl, Lily Donaldson, Georgia Frost and Lucie de la Falaise. The art director for the campaign was Fabien Baron, and it was styled by Camilla Nickerson.

“We wanted to create a feeling of opulence, which is why we created a silver Beaton-esque set,” said Bailey. He added the company used cellophane, aluminum and silver bricks to give the set a certain glow.

Testino added the look seeks to balance the Beaton style with “the Sixties feeling in London, reinterpreted with the people and the vigor of today. The new swinging London.” — Samantha Conti

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