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?”