Today’s paid issue of La Fronde features my chat with Aubre Andrus, a former American Girl editor who’s plotting to revive the magazine (and lets us in on how you can help the cause, especially a certain someone I know from Condé).

Then, I have a scoop on post-capitalist lifestyle magazine Fortunately, which just released its first new issue in nearly three years. It may be one of the most novel magazine concepts I’ve come across this year.

Plus, the Wall Street Journal’s reported efforts to court Feed Me’s Emily Sundberg for its streaming TV push, People’s new VIP subscription service, Greta Gerwig’s reported clash with Netflix’s former head of film, Kyla Scanlon’s new career-focused podcast with Vox, a coveted fashion writer opening at Harper’s Bazaar, and more media intel in Seen and Heard.

xoxo,

Stephanie

Aubre Andrus was one of the lucky souls who landed a job at American Girl magazine after college, a dream for any 20-something aspiring journalist in the mid-2000s. And if that fills you with jealousy, know that the job was just as glamorous as you’d think. 

Aubre started out as a paid PR intern at American Girl in 2006 before joining the magazine as an associate editor and eventually moving up to lifestyle editor, all during the glory days of print magazines. She got to be a part of extravagant photo shoots, traveling to locations around the country to bring the magazine's elaborate themed parties to life (remember those?).

To my 10-year-old pipsqueak self, American Girl magazine was the New York Times. There were crossword puzzles, arts and crafts and my favorite section where girls would share their hot takes — that was my Opinion section. It’s why I was curious to know more about Aubre’s plan to revive the magazine. For this week’s cover story, I talked to her about a possible American Girl 2.0 and what supporters can do to help.

Before we get into your quest to bring the magazine back, I’d love to hear about your time at American Girl. This was your first job out of college?

Yes, it was. I started as a PR intern — a paid internship that began literally the day after I graduated from the University of Wisconsin — and by the end of summer, a job listing for American Girl magazine appeared on a piece of paper pinned to a bulletin board. The whole thing was a whirlwind, because I had been so removed from the brand during high school and college, and then it hit me like a ton of bricks that I had been going to college just 20 minutes from its [former] headquarters in Middleton, Wisconsin. It was such a lovely experience to step back into that brand as a 22-year-old.

What was it like working at the magazine, and what were your responsibilities?

I was associate editor first, which was very much the baby editor job, the lowest on the totem pole. I did a lot of the reader features: the girls who submitted artwork for the contests, or letters for the ‘Heart to Heart’ section. We actually had two women on staff whose job was to read and respond to all the letters. That’s how many we got. They would pass on their first picks to me, and I would pick the winners. I did the posters in the back of the magazine and occasionally a feature.

Then I moved up to lifestyle editor, which was the ultimate fun job at American Girl magazine. That was the job you wanted. It was all the crafts and parties and photo shoots and cooking. I was in the test kitchen and the craft room, and then I would go on photo shoots, whether in a nearby studio or traveling to New York or Miami or a summer camp in Wisconsin. It was a mix of journalism, craft styling and food styling, working with models, casting models and being on set. This was the 2000s, when hardly anyone worked remote, so it was very cool to get out of the office and be outside at a photo shoot for a week, shooting a summer party.

That sounds like the dream job. What are some of your best memories there?

I can remember very vividly my first big location shoot, in Miami, and it was terrifying. I was definitely in over my head.