In 2007, he left the world of public relations to become executive editor of the struggling American edition of OK! Magazine. As an editor, OK! became the fastest growing magazine in the US, sold its first 1,000,000 issue, and resisted competition, including People magazine, delivering exclusive images of Matthew McConaughey, Jessica Alba, Sheryl Crow, Anna Nicole, and Jamie Lynn Spears' baby. OK! also during that time got the first exclusive interview with Britney Spears post breakdown. In June 2013 Shuter became a cohost on the VH1 daily morning entertainment news and gossip series, The Gossip Table.
After graduating, Shuter started his first paid job at Bragman Nyman Cafarelli, a large Los Angeles-based public-relations firm that opened a small satellite office in New York City. At Dan Klores Communications he represented Jennifer Lopez during her breakup with Ben Affleck, Jessica Simpson when she split with Nick Lachey, Alicia Keys, Diddy, Jon Bon Jovi as well as many crisis-management clients including Naomi Campbell and Paris Hilton. Shuter finally decided he wanted to go out on his own and with Jessica and Ashlee Simpson as clients he left to start up The Shuter Group.
Editing
After representing Us Weekly magazine, Shuter approached his friend and owner of OK! Magazine, Richard Desmond, about them becoming a Shuter Group Client. Instead Richard suggested he close his company and come work for him as executive editor at OK! USA. With little formal experience but great skill for knowing what celebrities were hot he turned OK! into the fastest growing magazine in America. Changed the focus from being celebrity friendly to celebrity fair and made sure all the exclusive wedding and baby pictures they bought would actually result in newsstand sales. The first being Anna Nicole’s baby girl, Dannielynn reunited with her father Larry Birkhead. Additional exclusives included Eva Longoria’s and Katherine Heigl's wedding. Plus first baby pictures of Matthew McConaughey, Jessica Alba, Sheryl Crow, plus Jamie Lynn Spears' shocking pregnancy announcement. Under Shuter’s tenure, OK! moved from last position in the celebrity weekly market to fifth, overtaking Life and Style in market share. It has since sunk back to last since his departure.
Television - ‘Naughty But Nice With Rob’
After seeing Shuter on television, Mark Cuban's HDNet paid to produce a pilot with Shuter hosting his own half-hour Saturday night talk show. The pilot was shot at New York’s RARE Bar and Grill at the Fashion 26 Hotel in Chelsea with celebrity guest Molly Sims, Teresa from the Real Housewives of New Jersey and the infamous Michael Lohan The pilot got an immediate green light and production started on 3 November for a 6 November 2010 debut. Bruce Sussman and Barry Manilow have written the theme song to the show, ‘Naughty but Nice With Rob.’ This is only the second time that these Grammy winners have written a theme song for a TV show; the other was ‘American Bandstand’ for Dick Clark.
