[9] The magazine was published monthly with themed editorial issues and content ranging from photo journals, collages, Q&As, beauty tutorials, comics, and articles.

[10] Gevinson curated the issues from reader submissions, with the intention of nurturing young writers; the writing style of Rookie contributions was typically conversational and creative.

[10][3] Photographer Petra Collins was an early contributor to the magazine and heavily influenced the aesthetic appearance of it after being inspired by fashion designer Meadham Kirchoff.

[12][11] Rookie published four anthologies, described as yearbooks, which consisted of compilations of online submissions as well as featured pieces from celebrities such as Donna Tartt, Ariana Grande, Solange.

[3] Rookie Yearbook One was released in 2012, and was accompanied by a cross-country tour by Gevinson, who hosted zine-making events, banner-making parties, and pinball tournaments.

Due to the changing media landscape, Rookie would have had to find new sources of funding, which, after exploring the possibilities available at the time, did not fit with its founder and editor's approach.