Inside Atoosa’s ‘Tribe’

Jon Fine peeks inside Atoosa‘s new, post-Seventeen world, and here’s what he found:

For this ill-defined opportunity, centering initially on the unbuilt Web site atoosa.com, Rubenstein last year dumped her job as editor-in-chief of Seventeen. “I saw what was coming,” she said, referring to the ongoing Web-driven destruction of the teen magazine. “What I want to do is gather my tribe” — yes, Rubenstein actually says things like this — “the ones reading Seventeen, and the ones who were, and grew out of it.”

Oh, but there’s more:

Her first offering may be what she terms her “art project,” Psychic Kitty, a series of psychedelicized videos on her MySpace page. They will star her cat Thurston spouting, in Rubenstein’s electronically processed voice, brief inspirational tidbits. Rubenstein calls Psychic Kitty “the cat in the family,” and she’s mum on a debut date: “You know how it is with cats.”

Say Hello To Alpha Kitty [BusinessWeek]

EARLIER:

‘Toos Is Loose: I’m Leaving Seventeen, I’m Not Leaving You

Create a social media strategy, launch your campaign, and track the results in our Social Media Marketing Boot Camp starting February 16. The online event and workshop will feature speakers including The Onion‘s Baratunde Thurston (left), Facebook’s Morin Oluwole, and bitly’s Tim Devane. Register now.