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Posts Tagged ‘Atoosa Rubenstein’

Atoosa Buys JanePratt.com, JanePratt.org

atoosa_inc_fine.jpgWhen Jane folded earlier this month, there was one person we forgot to check in with: Atoosa. Not to worry: Atoosa checked in with Atoosa on Jane for her Forbes.com column, purring about how Jane Pratt and her eponymous magazine’s a legion of Alpha Kitties (“I wanted what she had”) and how Condé Nast ownership made a fatal error (“It was naive to replace such a personality-centric magazine’s editor (Jane) with someone so different (Brandon) and expect the audience to keep coming over to visit. You don’t visit your friend’s house once she moves, no matter how nice the new people who live there are.”)

Most interesting, though, is Atoosa’s parting gift, buried in the 18th paragraph:

As a thank you for all that she’s done for me from afar, and to encourage her to keep being there for us, I’ve bought her a present: Janepratt.com and Janepratt.org. Jane, I know it’s not an expensive gift. But since there’s only one of each in the whole wide Web, I couldn’t believe they were actually available, and I just couldn’t resist. I’d love for you to use them. Your fans have been waiting to hear from you for a very long time. Most of us don’t listen to satellite radio, but we still want to hang out with you. Won’t you be our neighbor?

In other words, Jane, Atoosa thinks you are a “kept woman” and wants to set the “Alpha Kitty” in you free

RELATED:

  • Jane Folds
  • UPDATE: Jane Folds: Brandon Holley Leaving Condé
  • UPDATE: Condé Nast Statement On Jane‘s Demise
  • Mediabistro Course

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    Video: Sassy Book Party @ Lolita

    Kara Jesella and Marisa Meltzer, authors of the Sassy magazine love letter, How Sassy Changed My Life, hosted a book party at Nolita’s unassuming Lolita bar Wednesday. We dispatched videographer/producer Kelly Loudenberg to shoot it. Watch as Gawker’s Emily Gould compares Sassy to Spy using the “old white men” metaphor, Atoosa Rubenstein tries to scare up an “Alpha Kitty” and a literary scout recalls Sassy‘s thorough masturbation coverage. Enjoy!

    Rosie On Trump @ Matrix: ‘My Goal … To Give A Bald Billionaire A Boner’

    boner_1393_fbny.jpgThe ‘Boner‘ we wish Rosie’d been referring to at yesterday’s Matrix Awards

    During a break in the pre-Matrix action yesterday, we poked our heads into the Waldorf Astoria ballroom where recipients of the New York Women in Communications Foundation Scholarship winners were lined up in ready to rehearse their introduction to the A-list crowd. In a clever departure from years past, when the anonymous group would silently enter and exit en masse, the aspiring media mavens each walked up to the microphone this year, introducing themselves and proclaiming themselves to be “the next [insert female media maven here]” When their turn in the spotlight came, the crowd had varying reactions to their proclaimed role models. No less than three of the young women expressed a desire to helm Cosmopolitan (the one who exclaimed she was “the next Kate White” drew the loudest round of applause), the one intrepid soul who dared admit she wanted to be “the next Bonnie Fuller” got a less than enthusiastic reaction while another hopeful who said she fancied herself Atoosa Rubenstein‘s Eve Harrington rendered the crowd all but silent.

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    Atoosa On Why She Quit Seventeen: I Was a ‘Kept’ Woman

    atoosa_inc_fine.jpgForbes allows Atoosa Rubenstein to briefly turn its Web site into her own personal MySpace page to explain her departure from the cushy confines of Seventeen:

    After hearing the joke “the new ‘up’ is ‘flat’” one too many times at my former company, I decided I wasn’t going to keep dancing to the string quartet as the luxury liner sank. We have a new world to colonize and an audience who is going there with or without us. I didn’t need to look further than my long-time mentor Helen Gurley Brown for inspiration. During the sexual revolution Helen told the world that being a single girl had never been hotter. Well, during the digital revolution, I realized the same could be true.

    Speaking of brilliant Helen, if she’d have come up with Cosmopolitan today, do you think she’d want to continue to be a salaried employee? Not a chance. She’d be the most widely read blogger in the world. Just food for thought for frustrated Smarties reading this (men or women, for that matter) stuck at big ships struggling to keep up in the revolution. Take a swim if you think you’re strong enough. A small, well-built boat will grow–just ask our friends at YouTube!

    Don’t get me wrong: It was nice being a “kept” woman. My corporate sugar daddy gave me a lot of cool things: a car and driver, a clothing allowance and a sick expense account. But I also had to pretend I was excited making love to an old man every night. It eventually became impossible to do over time–especially with all the fun stuff happening right outside our mansion. And remember that, will you? This is a fun time–have fun with your projects. Otherwise, no one will want to play with you.

    At least she didn’t use “tribes.”

    More here.

  • Atoosa’s Digital Revolution

    EARLIER:

  • Inside Atoosa’s ‘Tribe’
  • ‘Toos Is Loose: I’m Leaving Seventeen, I’m Not Leaving You
  • Did Atoosa Rip Off Billy Corgan?

    atoosa_zwan.jpg

    An astute FishbowlNY reader wonders if Atoosa Rubenstein‘s logo designer is a Zwan fan: “The rainbow, the crow, the ’70s era lettering.” Why yes, yes indeed.

    EARLIER:

  • Atoosa.com Is Here! Atoosa.com Is Here!
  • Women’s Mag Editors’ New Quest Called ‘Tribe’
  • Inside Atoosa’s ‘Tribe’
  • Women’s Mag Editors’ New Quest Called ‘Tribe’

    atoosa_inc_fine.jpgWhat’s the deal with teen magazine editors referring to their readers as “tribes” all of the sudden? Did we miss that memo?

    Ex-Seventeen editor Atoosa Rubenstein, as quoted in last week’s BusinessWeek:

    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.”

    Redbook‘s Stacy Morrison at mediabistro.com’s “Editors on Truth Serum” panel Monday:

    “I don’t edit a brand: I’m the head of a tribe. Magazines, at their base, are about identity. With the Web, the question I ask is: Can we keep getting our fingers into the tribe fast enough?”

    EARLIER:

  • Inside Atoosa’s ‘Tribe’
  • Mag Editors On Truth Serum: ‘I Have So F*cked Up’
  • Lunch at Michael’s: Ex-CBS News Prez Says Give Katie A Chance

    lunch_at_michaels_logo.jpgAs much as we’ve come to enjoy our perch at the bar with its bird’s eye view, we were thrilled when one of our favorite television titans, Andrew Heyward, invited us to join him and his guests for lunch. Today’s lunchtime chronicler, Diane Clehane, chatted with the always affable and extremely insightful former president of CBS News and Bostonian pals Jeffrey F. Rayport, chairman and founder of Marketspace and his wife, investment consultant Hilary Hedge. Andrew, who is currently working with fellow Harvard alum Mr. Rayport as a consultant to Marketspace’s media practice, looked relaxed and happy (love the Zegna suit!) as he weighed in on his former employer’s decision to hire Katie Couric to anchor the evening news. “They are not to be underestimated. They deserve credit for trying new ideas and taking the program in new directions. The reporting is excellent.” His take on Couric: “She’s very talented and has brought a warmth to the broadcast. It takes time to find your voice and it takes time for viewers to find you.” So back off, you naysayers!

    Here’s the rundown on the best of the rest:

    1. Bruce Wasserstein presiding over a table of imposing-looking gentlemen.

    2. Peter Brown and Joan Cooney.

    3. ‘Mayor’ Joe Armstrong and New York Social Diary‘s David Patrick Columbia with the lovely Joan Jacobson.

    4. Herb Siegal and guest.

    5. Producer Irv Winkler and an outdoorsy-looking gent. The hit-maker — whose latest picture, Rocky Balboa, has proven to be a knockout punch at the box office — was collared by Peggy Siegal (who was showing off her pics taken on a recent trip to Africa to all who stopped by) on his way out. The uber publicist was overheard extending an invite to Irv to attend her screening of “The Lives of Others.” Second shift: Former New York City Council president and one-time mayoral candidate Andrew Stein.

    6. Our friend Terry Allen Kramer, Margo McNabb and guest.

    7. A flack named “BJ,” we’re told …

    8. Messieurs Heyward and Rayport, Ms. Hedge and Ms. Clehane.

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    Lunch at Michael’s: Joan Rivers Keeps An Eye On The Door

    lunch_at_michaels_logo.jpgIt was a typically atypical lunch crowd today at Michael’s — Tom Brokaw here, Joan Rivers there, Cobb salads everywhere — making the Diet Cokes and Pellegrinos go down like fine wine. A quartet of Rubensteins — Howard, Richard, Steve and Atoosa &#151 dined at four separate tables, while the Michael of Michael’s, Michael McCarty, explained to us the finer points of Michael’s New York vs. Michael’s Santa Monica. “Fridays and Saturdays are big in L.A.,” he told us. “In New York, it’s Monday, Tuesday, Wednesday, Thursday.”

    See, New York is so badass, we need the weekend to recover from the week. Suck it, Hollywood!

    The table-by-table breakdown:

    1: Tom Brokaw, looking very Tom Brokaw-like, with George Stevens.

    2: David Patrick Columbia with Jen Goodkind and Jayne Chase of “‘The Fashionable Life,’ WGCH in Greenwich, 1490 on your AM dial.”

    3: Mayor of Michael’s Joe Armstrong and Men’s Health‘s Dave Zinczenko, who were in an uncharacteristically serious-looking discussion, pausing often to meet and greet passersby.

    4: Arthur Schlesinger, Jr.

    5: Allen & Co. fortune heir Terry Kramer and her son-in-law.

    6: Lunch at Michael’s regulars Peter Rogers (happy birthday!), Alex Hitz, Bill Rondina, Tom Fallon and Brooke Hayward Duchin.

    7: Joan Rivers, long-time agent Billy Sammeth and always-affable VH1 Best Week Ever producer Fred Graver.

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    Lunch at Michael’s: Gay Talese, John Huey and The Guys

    lunch_at_michaels_logo.jpgThe scene at 55th and Fifth resembled something of a men’s club today where the power suits — and ties — ruled. Media machers including Time Inc.’s editor-in-chief John Huey, ad man Jerry Della Femina and the sartorially splendid Gay Talese (who got our attention when he removed his coat and fedora to reveal an eye-catching rust velvet blazer, coordinating vest and yellow tie) broke bread with their equally powerful pals in a dining room. It should be noted, though, that Mr. Huey evened things out a bit by lunching with power gals Martha Nelson of The People Group and “People’s” style director Susan Kaufman. Hope to see more of our favorite gals (Barbara and Diane, where are you?) next week.

    We’re were thrilled by how chatty the crowd was today. We made the acquaintance of tech scribe Tucker Hall, who was seated a few stools down from us at the bar, when we overheard him telling a pal that “There’s some blog on mediabistro that writes about the lunch crowd.” His lunch date, Harper Collins editor Peter Hubbard, made our day when he told us that “Lunch” is a must-read around the office. Thanks guys!!

    Here’s who we spotted today:

    1. Super spin meister Stu Zakim and a host of media movers and shakers who must have had a lot to talk about between bites of their burgers and fries including Business Week‘s Jon Fine (who happens to be the husband of our founder and CEO Laurel Touby), Radarmagazine.com’s Jeff Bercovici, ABC’s Jeffrey Schneider and Patrick Reilly of SIRIUS.

    2. Mr. Huey with Ms. Nelson and Ms. Kaufman, who said she was dazzled by divorcee’s Reese Witherspoon‘s (she’s recently spilt from hubby Ryan Phillippe) startlingly young, hip appearance on the red carpet at the Golden Globes. We agree!

    3. ‘Mayor’ Joe Armstrong — fresh off jury duty — with publishing legend Gay Talese and Newsweek‘s new number two man, Dan Klaidman. The newly minted managing editor comes from the magazine’s Washington, D.C. bureau.

    4. Peter Brown & guest.

    5. Designer Arnold Scassi, Parker Ladd and an unidentified friend.

    6. Debbie Fine and Estee Lauder’s vice president of global communications, Sally Susman.

    7. Ed Adler.

    8. New York Social Diary’s David Patrick Columbia and Alice Mason.

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    Getting To Know The New Atoosa: ‘Gay Girls Are Girls Too’

    ann_shoket_seventeen_sm.jpgMore background on Atoosa Rubenstein‘s Seventeen successor Ann Shoket. Seventeeners, meet your new boss:

  • Shoket discovered the Internet via boyfriend’s love notes:

    When did you first discover your love and/or obsession with computers and technology?

    Before I understood much about the Internet, my boyfriend sent me love e-notes and cute jpegs. I knew that using technology to unite people and to share emotions and experiences was going to be my greatest obsession.

  • She ate a lot of mac and cheese in college.
  • Her Amazon.com wishlist included an Oprah book, a 60GB external hard drive and a set of queen duvet covers called “gumps.”
  • She fully embraces girl-on-girl action:

    “Gay girls are girls too. CosmoGirl! is for all girls. So we include them.”

    EARLIER:

  • Seventeen‘s New Atoosa: Ann Shoket
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