Inside Atoosa's 'Tribe'

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,