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Background:
Willa Bennett is the editor-in-chief of Cosmopolitan and Seventeen — two of probably the most influential legacy media manufacturers now being reimagined for a social-first, creator-driven period.
Bennett grew up in Los Angeles, educated as a ballerina and studied journalism at Sarah Lawrence earlier than constructing a standout profession at Bustle Digital Group, GQ and Highsnobiety. Along the best way, she’s helped redefine how youth tradition is roofed — not by chasing every little thing, however by sharpening viewpoint, style and authority.
“This generation has access to everything,” says Bennett, “which is exactly why there’s a real hunger for curation, real taste and a voice you can trust.”
This week on The BoF Podcast, Imran Amed, founder and CEO of The Business of Fashion, sat down with Bennett to speak about what younger audiences truly need from media at the moment, why curation issues greater than ever and the way she’s refocusing Cosmopolitan and Seventeen — creatively, culturally and commercially — for the following era.
Key Insights:
- Bennett chilly emailed her method into Seventeen, two weeks after graduating in 2013. Spotting social’s potential earlier than it was prized, she requested: “Can I post the cover on Instagram?” and was instructed, “Yeah, sure – no one’s going to see it.” Later stints at Bustle and GQ sharpened her viewpoint, with a breakthrough at Highsnobiety. Putting Billie Eilish on her first cowl of Highsnobiety “was so intuitive,” she says, and it was a sign she might match youth tradition with editorial authority.
- Bennett argues the job of legacy media is choice, not saturation. “This generation has access to so much online, but that also means that there is a real hunger for curation – and real curation, not performative curation,” she says, including that Cosmopolitan’s remit is to be “a place that young people can trust when it comes to love and relationships.”
- After an period of chasing scale, Bennett sees a return to significant, well-made tales: “We’re seeing real editorials again,” she says, whereas additionally noting Cosmopolitan’s social focus: “We’re up 500 percent year over year just in views on Instagram … That prioritisation of social media has been really important.”
- Bennett’s recommendation to new journalists is to publish all over the place whereas honing a distinctive viewpoint. “Use all the platforms now … get your voice out and really cultivate it,” she says. “As we figure out what this new era is, I think it’ll be even more important to have a very distinct point of view.”