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	<title>Betabeat &#187; Rachel Sterne Gets the Vogue Treatment as the &#8216;Kate Middleton&#8217; of New York Tech</title>
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		<title>Betabeat &#187; Rachel Sterne Gets the Vogue Treatment as the &#8216;Kate Middleton&#8217; of New York Tech</title>
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		<title>Rachel Sterne Gets the Vogue Treatment as the &#8216;Kate Middleton&#8217; of New York Tech</title>

		<comments>http://betabeat.com/2011/10/rachel-sterne-gets-the-vogue-treatment-as-the-kate-middleton-of-new-york-tech/#comments</comments>
		<pubDate>Fri, 21 Oct 2011 14:23:37 -0400</pubDate>
					<link>http://betabeat.com/2011/10/rachel-sterne-gets-the-vogue-treatment-as-the-kate-middleton-of-new-york-tech/</link>
			<dc:creator>Nitasha Tiku</dc:creator>
				
		<guid isPermaLink="false">http://www.betabeat.com/?p=19861</guid>
		<description><![CDATA[<p><div id="attachment_19888" class="wp-caption alignleft" style="width: 410px"><img class="size-full wp-image-19888" title="vogue 1" src="http://nyobetabeat.files.wordpress.com/2011/10/vogue-11.jpg" alt="" width="400" height="372" /><p class="wp-caption-text">via Vogue and a scanner. </p></div></p>
<p>Exactly a year after Anna Wintour <a href="http://bronx.ny1.com/content/news_beats/politics/149396/annual-al-smith-dinner-draws-big-laughs--funds-in-midtown/">sprinkled her glossy fashion dust</a> on Senator Kirsten Gillibrand, <em>Vogue</em> has decided to switch its gaze from women in New York politics to women in New York tech.</p>
<p>After taking a gander at Silicon Alley's female <a href="http://pro.publicstuff.com/contact/2-contacts/1-lily.html">founders</a>, <a href="http://www.linkedin.com/pub/marissa-campise/9/7a1/a56">investors</a>, and<a href="http://www.hilarymason.com/"> stalwarts</a>, the magazine opted to profile New York City's social media-savvy chief digital officer (or "head nerd" in 4 Times Square parlance) Rachel Sterne for being "the face of a new era of digital governance."</p>
<p>The feature, which isn't available online (<a href="http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/">Bad, Conde! Stop that!</a>) says, "Sterne is part of a new generation of bright, attractive women who are turning Silicon Alley into less of a boys' club." We'd quibble with <em>Vogue</em>'s  notion that women judged on their relative attractiveness makes it <em>less</em> of a boy's club. But hey, it's <em>Vogue</em>, which means we get references to Ms. Sterne's "willowy, six-foot frame" and "striking figure."</p>
<p><!--more--></p>
<p>In what we're pretty sure is NYTM's first <em>Vogue</em> reference, the magazine quotes former CNET reporter <strong>Caroline McCarthy</strong>, now stationed at Googleplex East, talking about meeting Ms. Sterne for the first time at the meetup in 2007.</p>
<blockquote><p>"There I was in jeans and a hoodie, probably with greasy hair, like everybody else,"  McCarthy recalls [Ed note: Yup, sounds about right!]. "And when I saw Rachel I thought, What is this incredibly articulate, impeccably dressed gorgeous young woman doing at a start-up pitch event?"</p></blockquote>
<p>Also name-checked in the profile are Tumblr's <strong>David Karp</strong> (Ms. Sterne attended his rooftop "new-media scene" party), Ms. Sterne's fianc&#233; <strong>Max Haot</strong>, co-founder and CEO of Livestream--as well as Ms. Sterne's good friend <a href="http://www.betabeat.com/2011/08/18/soraya-darabi-steps-back-at-foodspotting-eyes-bigger-role-at-abc/"><strong>Soraya Darabi</strong></a>, Fashism co-founders <strong>Brooke Moreland</strong> and <strong>Ashley Granata</strong>, Charitini's <strong>Rachel Sklar</strong>, and event planner <strong>Emily Gannett</strong>, all of whom are involved in Change the Ratio.</p>
<p><em>Vogue</em>'s feature follows <em>Vanity Fair</em>'s Sean Parker profile and <em>Glamour</em>'s recent women in tech piece penned by none other than <a href="http://www.glamour.com/magazine/2011/10/women-in-tech-we-really-do-need-more?currentPage=1">AllThingsD's own Kara Swisher</a>.</p>
<p>In <em>Vogue</em>, Ms. Sklar remarked on both Ms. Sterne's intelligence and poise:</p>
<blockquote><p>"She's an intellectual heavyweight who's as smart as--or smarter than--any guy in the room," Sklar says. "And she's ambitious, but she's also really nice and gracious and poised. She's a lady." Half jokingly, she adds, "She's kind of our Kate Middleton."</p></blockquote>
<p><em>Vogue</em> culls that last British royal bit for the feature's pull quote, minus the "half-jokingly," part, naturally.</p>
]]></description>
		<content:encoded><![CDATA[<p><div id="attachment_19888" class="wp-caption alignleft" style="width: 410px"><img class="size-full wp-image-19888" title="vogue 1" src="http://nyobetabeat.files.wordpress.com/2011/10/vogue-11.jpg" alt="" width="400" height="372" /><p class="wp-caption-text">via Vogue and a scanner. </p></div></p>
<p>Exactly a year after Anna Wintour <a href="http://bronx.ny1.com/content/news_beats/politics/149396/annual-al-smith-dinner-draws-big-laughs--funds-in-midtown/">sprinkled her glossy fashion dust</a> on Senator Kirsten Gillibrand, <em>Vogue</em> has decided to switch its gaze from women in New York politics to women in New York tech.</p>
<p>After taking a gander at Silicon Alley's female <a href="http://pro.publicstuff.com/contact/2-contacts/1-lily.html">founders</a>, <a href="http://www.linkedin.com/pub/marissa-campise/9/7a1/a56">investors</a>, and<a href="http://www.hilarymason.com/"> stalwarts</a>, the magazine opted to profile New York City's social media-savvy chief digital officer (or "head nerd" in 4 Times Square parlance) Rachel Sterne for being "the face of a new era of digital governance."</p>
<p>The feature, which isn't available online (<a href="http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/">Bad, Conde! Stop that!</a>) says, "Sterne is part of a new generation of bright, attractive women who are turning Silicon Alley into less of a boys' club." We'd quibble with <em>Vogue</em>'s  notion that women judged on their relative attractiveness makes it <em>less</em> of a boy's club. But hey, it's <em>Vogue</em>, which means we get references to Ms. Sterne's "willowy, six-foot frame" and "striking figure."</p>
<p><!--more--></p>
<p>In what we're pretty sure is NYTM's first <em>Vogue</em> reference, the magazine quotes former CNET reporter <strong>Caroline McCarthy</strong>, now stationed at Googleplex East, talking about meeting Ms. Sterne for the first time at the meetup in 2007.</p>
<blockquote><p>"There I was in jeans and a hoodie, probably with greasy hair, like everybody else,"  McCarthy recalls [Ed note: Yup, sounds about right!]. "And when I saw Rachel I thought, What is this incredibly articulate, impeccably dressed gorgeous young woman doing at a start-up pitch event?"</p></blockquote>
<p>Also name-checked in the profile are Tumblr's <strong>David Karp</strong> (Ms. Sterne attended his rooftop "new-media scene" party), Ms. Sterne's fianc&#233; <strong>Max Haot</strong>, co-founder and CEO of Livestream--as well as Ms. Sterne's good friend <a href="http://www.betabeat.com/2011/08/18/soraya-darabi-steps-back-at-foodspotting-eyes-bigger-role-at-abc/"><strong>Soraya Darabi</strong></a>, Fashism co-founders <strong>Brooke Moreland</strong> and <strong>Ashley Granata</strong>, Charitini's <strong>Rachel Sklar</strong>, and event planner <strong>Emily Gannett</strong>, all of whom are involved in Change the Ratio.</p>
<p><em>Vogue</em>'s feature follows <em>Vanity Fair</em>'s Sean Parker profile and <em>Glamour</em>'s recent women in tech piece penned by none other than <a href="http://www.glamour.com/magazine/2011/10/women-in-tech-we-really-do-need-more?currentPage=1">AllThingsD's own Kara Swisher</a>.</p>
<p>In <em>Vogue</em>, Ms. Sklar remarked on both Ms. Sterne's intelligence and poise:</p>
<blockquote><p>"She's an intellectual heavyweight who's as smart as--or smarter than--any guy in the room," Sklar says. "And she's ambitious, but she's also really nice and gracious and poised. She's a lady." Half jokingly, she adds, "She's kind of our Kate Middleton."</p></blockquote>
<p><em>Vogue</em> culls that last British royal bit for the feature's pull quote, minus the "half-jokingly," part, naturally.</p>
]]></content:encoded>
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