What’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?”