TVNewser FishbowlDC AgencySpy TVSpy LostRemote PRNewser SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

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’
  • Mediabistro Course

    Content Marketing 101

    Content Marketing 101Starting September 8, get hands-on content marketing training in Content Marketing 101! Through a series of webcasts, content and marketing experts will teach you the best practices for creating, distributing and measuring the results of your brand's content, including how to develop a content marketing plan, become a content marketing and more. Register now!