TAVI GETS READY FOR LIFT OFF: WWD has learned that Tavi Gevinson’s new Web magazine, Rookie, will launch Monday. The editorial content for the site will be dictated by monthly themes. There will be about three posts a day, scheduled for times that are convenient for its target audience, teenage girls: after school, after dinner and before bed. The site will be found at rookiemag.com.

The theme for the debut month is called Beginnings and will be “fairly wide-ranging, but definitely focused on ‘back-to-school’ and other ‘firsts,’” said Emily Condon, the managing editor of the site who was a former staffer for This American Life.

This story first appeared in the September 1, 2011 issue of WWD. Subscribe Today.

As WWD reported in early August, Gevinson’s Web magazine will not be connected to Jane Pratt, or the owner of Pratt’s xoJane.com, Say Media, as originally planned. Gevinson said at the time, “It was just that I want to have full control, and it’s important to me that we’re independent.” Gevinson said that there would be advisers brought on board to help advertise the Web site.

Well, one has stepped up. New York Media, the parent company of New York Magazine, will handle advertising for the site. Larry Burstein, publisher of New York, said, “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.”

He said that New York would get a cut of the advertising revenue, but wouldn’t disclose how much.

It is also expected that contributors for the Web site will include the likes of Zooey Deschanel, Miranda July, Winnie Holzman, Joss Whedon, Jack Black, Dan Savage and Fred Armisen.

And, for now, there are still no plans for a print edition.