<![CDATA[Gawker: Atoosa Rubenstein]]> http://cache.gawker.com/assets/base/img/thumbs140x140/gawker.com.png <![CDATA[Gawker: Atoosa Rubenstein]]> http://gawker.com/tag/atoosa rubenstein http://gawker.com/tag/atoosa rubenstein <![CDATA[ The 'Toos Mourns the Loss of Her 'Baby,' <I>CosmoGirl</i> ]]> Women have been wondering since they entered the workforce if they can really, truly "have it all": a great career and a (rich) husband and a killer wardrobe, house in the Hamptons, and a baby. And guess what: they can. Atoosa Rubenstein is the former EIC of CosmoGirl and Seventeen, and now a teen-girl empower-er who has "opted out" of the rat race. And guess what: "I'm still pretty young—young enough to ENJOY the fruits of my labor." Also, she is sad that CosmoGirl just folded because she started it and was, she will remind you, the "the youngest Editor in Chief in the 100 year history of Hearst Magazines."

"Even though I left the magazine 5 years ago, I always thought of it as "my baby" since I created the original concept on my bedroom floor with markers, a glue stick and lots of tubes of lipstick around me (to create the "Girl" in the CosmoGIRL! logo). Until Friday, it felt like my baby was still out there being taken care of by another wonderful family. It felt weird but the way things needed to be. Now that baby is gone....and replaced in my life by this new real life CosmoGIRL! - Angelika.

...My mom was right. If you work hard now, you CAN have everything later. I worked my TAIL off for about 15 years and today I have just the life I always dreamed of and my new baby girl completes that picture. I didn't get here by accident - I designed this life and set the foundation with years of hard work. Yet I'm still pretty young - young enough to ENJOY the fruits of my labor."

This is the type of earnestness we have come to expect from the 36-year-old 'Toos. Unfortunately it is not as endearing as babies or alpha kitties.

[via Atoosa's AlphaKitty MySpace]

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Mon, 13 Oct 2008 14:48:36 EDT Sheila http://gawker.com/index.php?op=postcommentfeed&postId=5062745&view=rss&microfeed=true
<![CDATA[ Atoosa Rubenstein Having A Baby Right Now ]]> As of just a couple hours ago, former Seventeen EIC-turned-spokeswoman for all American girls Atoosa Rubenstein was en route to the hospital. To have a baby! The tot will, no doubt, be dubbed "beta kitty" or something and, let's all pray, will be a girl. News of the Toos' water breaking was itself "broken" (ha) on important journalistic tool Facebook. Which is perfectly in line with Toos' general pregnancy oversharing habit. Screengrab of the historic Facebook update, after the jump:

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Fri, 15 Aug 2008 08:56:25 EDT Hamilton Nolan http://gawker.com/index.php?op=postcommentfeed&postId=5037426&view=rss&microfeed=true
<![CDATA[ Whatever Happened to Atoosa Rubenstein? ]]> Atoosa Rubenstein was the youngest editor-in-chief in Hearst's history (of Cosmogirl), and later the editor of Seventeen. She dropped out of the rat race to have a family (see photo) and overshare her gyno visits like a normal person, as well as run her own multimedia "tribe," Alpha Kitty. We also hear she's tight lately with recently-quit American Media's Bonnie Fuller. She told the HuffPo that she's against the celebrity practice of baby-photo selling, but as her most recent Facebook photo shows us, she's about to have that baby any day now. Remember, life—and privacy—begins at conception!

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Tue, 24 Jun 2008 10:48:02 EDT Sheila http://gawker.com/index.php?op=postcommentfeed&postId=5019159&view=rss&microfeed=true
<![CDATA[ Portrait of Atoosa Rubenstein As a Young AlphaKitty ]]> toos.jpgIn the new book, If I'd Only Known Then: Women in Their 20s and 30s Write Letters to Their Younger Selves, former Seventeen editor and current Alpha Kitty Atoosa Rubenstein writes, "I know you don't believe me, just like you don't believe Mom when she tells you that you are beautiful. But I'll say it anyway: One day you will lead a very fancy life. Yes! A girl like you whose parents work multiple jobs and barely make ends meet can grow up to live in a beautiful corner apartment in Manhattan overlooking the water, have weekend houses in the Hamptons and Miami, attend fashion shows in Europe and be photographed for magazines." (No, the 'Toos was not being sarcastic.) We are trying to find out if one of these letter-writers encourages their younger selves to slut it up while they have the chance, 'cause gravity will be on your side for only so long, honey. [via the Observer]

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Fri, 02 May 2008 18:06:20 EDT Sheila http://gawker.com/index.php?op=postcommentfeed&postId=386791&view=rss&microfeed=true
<![CDATA[ Atoosa Rubenstein: Old Photo, New Gig ]]> me-mom-in-her-poncho.jpgAtoosa Rubenstein, former EIC of Seventeen, occasional over-sharer, Alpha Kitty, and self-appointed mentor to the girl nation, has a totally awesome new job! She's blogging for Barnard College! Atoosa ('93) is so excited for the 15-year reunion! Her and Ruby Gelman are running the class of '93 reunion blog, hilariously located at blog.barnard.edu, and Atoosa says things like "Web 2.0 meeting place." She also posted an utterly amazing photo of herself graduating in the rain, with large hair and mother direct from central casting. [Barnard Reunion 2008 via Logged Minutes]

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Wed, 09 Apr 2008 15:54:32 EDT Pareene http://gawker.com/index.php?op=postcommentfeed&postId=377971&view=rss&microfeed=true
<![CDATA[ Atoosa Goes to the OB-GYN ]]> toos.pngFormer Seventeen editor/current self-styled Alpha Kitty Atoosa Rubenstein holds court from her gynecologist's office, sitting on the table while discussing celebrity baby pictures with her husband. The 'Toos is preggers! The video is total blogbait, but it's also a total tease—we don't even get to see them stick the speculum in! We bring you completely SFW screengrabs to peruse while asking, what the fuck was she thinking?


"Whatever! You're an animal, goodbye," the 'Toos trills at husband Ari after he says he thinks charging for celeb babypix is a perfectly OK practice. "I promise you we are not that hard up for cash!" she tells the camera.

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[Huffington Post]

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Fri, 22 Feb 2008 15:43:36 EST Sheila http://gawker.com/index.php?op=postcommentfeed&postId=359821&view=rss&microfeed=true
<![CDATA[ Atoosa Rubenstein's Last Minute E-Shopping Nightmare Before Christmas ]]> toooos.jpgAlpha kitty and fancy kept woman Atoosa Rubenstein is too busy to shop for her Christmas presents in the real world: "I've got things to do, places to be, an online fashion series to launch on Friday." Cannot. Wait. In the meantime, though, we can follow Atoosa's clicking from one department store website to another via her 'Creative Consumer' column. The goal here isn't bargain-hunting, she explains: "I'd rather pay double whatever those early-morning shoppers saved to avoid the rush. Yes, it's a luxury even to make a statement like that. But this column is about just that: cyber-shopping the luxury market." Despite this stated cash-burning ethos, though, the 'Toos is not all about frivolity. "For a shopping site to get an Alpha Kitty Meow of Approval ... it really ought to have a charity (or at least a green) component."

Consistency is the hobgoblin of Atoosa's small mind, however: "Chic boxes would be a great add-on to their wonderful offerings," she later says of Amazon.com's packaging. That didn't stop her from buying her husband a Kindle, however. One Kindle has been sold!

But the holiday season isn't just about buying friends and family completely useless luxuries wrapped in gaudy packaging from sites with some sort of "green component." "Drumroll please. ... The U.N. Refugee Agency is where I did 90% of my 'shopping.' As an immigrant, I realize how lucky I am to be in the United States and to be writing a column about 'luxury online shopping.' Giving this as my main gift is a way of showing my gratitude." Showing and showing and showing, yes.

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Thu, 13 Dec 2007 15:40:27 EST Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=333648&view=rss&microfeed=true
<![CDATA[ Atoosa's Sweet Toxo-Afflicted AlphaKitty Angels ]]>
Crazy cat lady and former Seventeen editor Atoosa Rubenstein's Alpha Kitty project seeks to empower young girls by showing them extremely poorly edited Youtube videos featuring women who tend to be more successful, better looking and wealthier than they are. A recent video featured "model/actress" Taylor Warren in front of a white background, musing: "I remember my mom catching me sitting in front of a mirror crying because I just wanted to know what I looked like doing it." But! Before you discard Ms. Rubenstein's idiotic project (and it is idiotic) I want to introduce you to Minnie Fay, a 17-year-old girl in Amston, CT who responds to nearly every Alpha Kitty video with a video post of her own. Fay is the sweetest, most vulnerable, most pure creature in all of Connecticut. She loves makeup but also kinda feels weird about it and she goes to school! And I love her. After the jump, meet her boyfriend, Rory, who is also an Alpha Kitty.

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Tue, 11 Dec 2007 10:15:21 EST Joshua Stein http://gawker.com/index.php?op=postcommentfeed&postId=332399&view=rss&microfeed=true
<![CDATA[ How Atoosa Rubenstein's Husband Enabled Her To Become An Alpha Kitty ]]> tooskitty.jpgEsther Haynes' Page Six magazine hagiography of former Seventeen editor Atoosa Rubenstein mostly treads familiar territory of the cat-loving, "extremely tall" 'Toos's meteoric rise. Once more, we follow her Kittiness from Barnard to Cosmo to CosmoGirl to EIC of Seventeen, where she stepped down "at the top of her game" last fall, in order to bring "more than a million girls" her "sometimes ridiculous yet compelling series of neoinspirational videos." Yes, yes, we know! But where is it all leading? "The Alpha Kitty business plan that she is fleshing out might be a 'game changer,' she says." Um, ok! Also, she's "producing a new secret 'project' at The Box nightclub," clanging that establishment's overness-knell more loudly than any rape charge ever could. More to the point, though, what finally enabled her 'Toosness to become a symbol and a role model for the "professional women in New York" who've "started opening up to her and admitting they, too, would like to get out"?

Atoosa watched the film 'Million Dollar Baby,' "At the end, Hilary Swank is on resuscitators and asking them to unplug her. She was like, I don't need to live anymore. Everything I wanted to accomplish, I've already accomplished," Atoosa says. "And I sort of felt like that. All my energy had been going toward work and not my home life. It just wasn't fun anymore."

Soon after that, her husband (whom she'd met at party in 1995) had a really lucrative day at work. "He said to me, 'You know, you don't have to do this.' Because I was so unhappy at my job." That clinched it for her.

"So many people in my life have left their jobs since I left mine, because what they saw was that you can leave," the 'Toos trumpets. And, well, sure you can! And you can still live in a $3.05 million apartment just like the 'Toos, too! Just make sure to check first to make sure you're married to an i-banker.

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Mon, 26 Nov 2007 09:20:39 EST Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=326191&view=rss&microfeed=true
<![CDATA[ Of the few honorees who actually took three ... ]]> 2001664519_4cda216622.jpgOf the few honorees who actually took three hours out of their day to eat overcooked chicken at Tavern on the Green during the Min awards was Atoosa Rubenstein, one of their year's most Intriguing people. She was asked to relay the best advice of her life. "The best advice wasn't intended for me and it wasn't meant to be advice. But it was Patrick Swayze in Dirty Dancing: 'Nobody puts Baby in the corner,'" she said, before heading back to her table in the far corner of the dining room.

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Tue, 13 Nov 2007 16:50:02 EST Joshua Stein http://gawker.com/index.php?op=postcommentfeed&postId=322302&view=rss&microfeed=true
<![CDATA[ Atoosa Rubenstein Goes To The Box ]]> toosSo, Tuesday night, former Seventeen editor and current girly-empire-building MySpace queen Atoosa Rubenstein goes to ridiculous Lower East Side hotspot The Box. Some trannies were doing a show, with some person of indeterminate gender stripping for a midget and simulating fellatio. (Louche times!) The climax of the act: Shim/herm stands up and has what looks like ejaculate running down his/her face. Atoosa is in a booth right in front of the stage there. And the M.C. says, "See, girls, this is why you should always swallow." And then looks right at Atoosa, and says, "You don't look like you swallow. You look like a guzzler."

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Thu, 11 Oct 2007 09:40:58 EDT Choire http://gawker.com/index.php?op=postcommentfeed&postId=309470&view=rss&microfeed=true
<![CDATA[ Atoosa: "The Next Big Style Icon Is Going To Be A Drag Queen" ]]>
Former Seventeen editor Atoosa Rubenstein "said she is not thinking about business, only 'play,'" with her new web venture, a series of videos that debut on YouTube today. "But business is hardly on the back burner. She is seeking investors (although for now she is self-financed)." That stunning piece of news is one of many contained in Times trendtard Stephanie Rosenbloom's Style profile of the 'Toos today.

Another: guess what, the 'Toos was not fired from or forced out of her role as Seventeen editor in chief!

"I think there was this perception that nobody leaves that kind of job... And for me I left because I realized that I was stepping farther and farther away from the journey that was meaningful to me." You know, just in case you weren't paying attention any of the other twelve million times she's said that.

Anyway, viral videos on the Interweb are the future! The 'Toos thinks that advertisers will queue up to go alongside her YouTube musings on fame, inspired by Andy Warhol, or her thoughts on fashion trends. And, well, why wouldn't they want to be a part of the 'Toos's brand! For instance, this video about how she is obsessed with drag queens because all of the real girls whose style we've been "totally worshipping" are "self-destructing!" Enter the drag queen: "The right one's gonna come along and we're all gonna totally fall in love with her." She is so witty and self-deprecating.

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Thu, 04 Oct 2007 11:55:29 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=306990&view=rss&microfeed=true
<![CDATA[ Is Being An Alpha Kitty About "Being A Better Wife And Cook For My Husband"? ]]> tooskitty"It's going to be a salon; I hope my apartment can be a place that Alpha Kitties, men and women who are interesting in New York, will want to come by, shoot videos together, and just hang out, figure out how to do interesting things together," former Seventeen editor Atoosa Rubenstein tells the Observer of her plans for the 3,007 square foot loft she and her financier husband just snagged for the bargain price of $3.07 million. Her salon will, of course, also double as a temple to the domestic arts: "I wanted to focus on building a home again," hence that comment about cooking for her DH. All of which begs the question: what the hell is an Alpha Kitty supposed to be, anyway? She's a businessperson, but she's a housewife! She's "men and women who are interesting in New York"? Wait... wasn't she was supposed to be a teenage girl? 'Toosing and turning in confusion, we did a little research.

The first incidence of the term "Alpha Kitty" we could find appeared in a 2000 article in the Cleveland Scene about Judas Priest singer Rob Halford's sexual orientation. Mentioned in passing was an upcoming show at the Beachland Ballroom where the bands "Lesbianmaker, Satan's Satellites, King Nixon, and Alpha Kitty" were to perform.

Hmm. No insight there.

The next usage of the phrase occurred in Life magazine in a 2005 review of a touring production of 'Little Women: The Musical.' "Jo (Kate Fisher) is the alpha kitty of the four Civil War-era sisters." Ah, like an "alpha dog," but female. Ok.

Atoosa's own first use of the phrase can be found in Jon Fine's BusinessWeek article from February 5th of this year, 'Say Hello To The Alpha Kitty." In it, we were introduced to the concept of Atoosa's "tribe": "This tribe is 13 to 30, female, thoroughly digital, and, in Rubenstein's view, lacking an 'alpha kitty' addressing their concerns and sensibility." This was also the article where she discussed launching "Psychic Kitty." a series of videos featuring her cat Thurston "spouting, in Rubenstein's electronically processed voice, brief inspirational tidbits."

Yikes.

Not everyone seems to have agreed with Jon Fine that Atoosa's ideas were "so bent as to be half-brilliant," and in her next assessment of what it means to be an AK, she was more measured. "Alpha kitties are girls that are powerful, but they're also fun, and they want to be cute, and they don't feel like in order to be powerful you have to be super serious," she told FishbowlNY at the Sassy book party.

For the real scoop on what it means to be an AK, though, we eventually had to turn to Atoosa's always enlightening MySpace blog.

I'm an Alpha Kitty: brave, intuitive, fierce, passionate and...well, yes, weird. Weird is the new normal, haven't you heard? After all, who wants to be cookie-cutter, anyway? B-O-R-I-N-G. "Le freak c'ést chic" is our motto in the world of Alpha Kitty. We are a celebration of being different...of being individuals...of self expression. To that point, we love fashion—but Alpha Kitties don't wear muzzles. (Not even when they're made of diamonds—that's so 20th century, dahling.) Alpha Kitties must be heard.
Ok! Just one last question, 'Toos: what's the point of being heard if absolutely no one can figure out what the hell you're trying to say?

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Wed, 26 Sep 2007 12:30:29 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=303831&view=rss&microfeed=true
<![CDATA[ You know that foreboding raven adorning the ... ]]> RAVENYou know that foreboding raven adorning the placeholder page at former Seventeen editor Atoosa Rubenstein's atoosa.com domain? It turns out that the bird has been lying to us when he says "This is just the beginning." "I think there's this misconception that I'm starting a web magazine," the 'Toos told blogger Fashionista, who smooched her butt to an almost bizarre extent. "But that's not really it! Though maybe there will be some video programs that we start playing with." No web magazine? Some video programs? This is how a child who has been expecting a retarded pony for Christmas feels after learning that she will receive a retarded kitten instead.

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Fri, 07 Sep 2007 10:40:41 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=297193&view=rss&microfeed=true
<![CDATA[ Atoosa Rubenstein's New Whatever-It-Is Needs Your Free Labor! ]]> bigmama.jpgEveryone's fave former magazine editor turned MySpace cult leader (today: her relationship with God!) is looking for an intern. Do you have what it takes to get a "stipend" from the 'Toos?

New York-based video production intern (Art Student preferred) needed for web project with Big Momma Productions. Project involves sourcing images and creating/prepping collages for animation.

Applicant must be detail-oriented and very proficient in Photoshop with some experience in After Effects. We are looking for a great illustrator with a unique, fierce, fun artistic style. Your role will be very hands on. The content is art, style, & pop-culture oriented.

Duration:

Month of August - looking for someone with the right qualifications asap.

Salary:

Stipend

Contact Info:

Message Bec Stupak at myspace.com/becstupak and put "Internship" in the subject line. I love you dahling, but please don't message me re: the internship. Bec is the best person to answer your questions as you will be working most directly with her.

We love you too, dahling!

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Fri, 03 Aug 2007 17:26:05 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=285802&view=rss&microfeed=true
<![CDATA[ The First Step Is Admitting That Your Life Has Become Unmanageable, Atoosa. ]]> toos.jpgBlogs everyone's fave former Seventeen editor turned MySpace cult leader:
Can you believe Lindsay has gotten in trouble again? Let me know your take on it.
Here's my take:
When you are in recovery for ANY addiction, you have to get yourself AWAY from all the things that triggered you. You can't just wear an alcohol monitor on your ankle and keep going out with your party friends.
Even with me - I realized I was a work addict and that even though I'd left my job, by being in NYC, I was still being triggered by all the same things that made me workaholic. That's why I've decided to spend the summer in the Hamptons.
Seriously, the woman is a role model.

What Do You Think About Lindsay?
[Toos]

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Fri, 27 Jul 2007 17:46:04 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=283351&view=rss&microfeed=true
<![CDATA[ Mike Sitrick, Paris Hilton's New Best Friend ]]> sitrick.jpgAt the end of last week, as the chaos swirled over which network would land the post-jail interview with Paris Hilton, and for how much money, and which network was denying most stridently that it had offered her cash, Hilton's new "crisis manager" Mike Sitrick gave a statement to the press. "Contrary to media reports," he said, "Paris Hilton is not being paid for any television interview nor is Paris Hilton being paid for any collateral material, including videos or photos."


The hiring of Sitrick proved that the Hiltons are taking this latest crisis involving Paris very seriously indeed. It's a problem that clearly could not be managed by Paris's longtime spokesman, Elliot Mintz, who is "more of a PR footman," snipes one entertainment journalist. (He was also not long ago off the job for a while, if the tabloids can be believed.) "It's not like Mintz really has a strategy or anything." Others expressed surprise that Sitrick was taking on Hilton as a client: "He usually works with people like Ron Burkle, not Paris Hilton," said one magazine journalist.

So just who is Mike Sitrick, whose fees are reportedly up to $700 per hour? And why did the Hiltons turn to him? Well, he's a PR pit bull, and even Howard Rubinstein gives him respect—though he seems to regard him warily. He's a master of spin (he wrote a well-regarded PR book in 1998, Spin: How to Turn the Power of the Press to Your Advantage). And he's known as someone who will stop at nothing to turn public opinion in his clients' favor.

Sitrick's Los Angeles-based "strategic communications" firm Sitrick & Company are known in the business and entertainment communities as the place to turn in the face of a potentially huge public relations disaster. Billionaire businessman Burkle is indeed a longtime client of his—Sitrick orchestrated the sting of Jared Paul Stern last year, then defended Burkle in the press when the whole thing threatened to blow up in his face—but his client list is staggeringly wide-ranging. He currently represents fired Wal-Mart marketer Julie Roehm. Atoosa Rubenstein hired him in October 2006 when items about departing staffers at Seventeen started appearing in Page Six. He represented Naomi Campbell when she was accused of assaulting her former housekeeper. He was retained by the law firm that represented the Archdiocese of Los Angeles when it was embroiled in the pedophile priest scandal. He helped Halle Berry when she was accused of a hit-and-run, and he was retained by Rush Limbaugh during his prescription pill addiction scandal. He's also represented people whose interests seem to be at odds; Ron Burkle sued former Disney chief Michael Ovitz over Internet ventures they were both involved in, but Sitrick reps both of them (and managed to get sympathetic coverage for both of them in the heat of the Anthony Pellicano scandal). Another longtime client of Sitrick's is Roy Disney, who, of course, has been at odds with Ovitz for several years.

His methods are aggressive and strategic. He uses what he calls "truth squads" to monitor the media (including blogs) to ferret out inaccuracies about his clients and "wheel-of-pain" tactics against his client's foes—a campaign of negative publicity intended to spur a quick settlement. Of course, to be effective, Sitrick employs a veritable public relations army. He's known for luring well-connected former journalists (presumably for a massive raise). Two of his more high-profile hires in the last couple years were Wall Street Journal reporter John Lippman, who wrote a weekly Hollywood column and had covered the TV business for the paper, and Los Angeles Times senior editor Mark Saylor. He's also fond of hiring corporate executives and lawyers.

So it's perhaps no surprise that the Hiltons hired Sitrick—Paris could certainly use some PR help. But the mere act of hiring Sitrick sends a strong signal that the Hiltons are spooked by the way Paris's sentencing and jail term were woefully mismanaged from a PR standpoint. The family lost control of the story in a major way, and the only way to start to try to fix it is with a big gun. Already it seems to be working—Hilton will go on Larry King Wednesday night after her release, and, so they say, won't be paid for her appearance—which seems to have given her just the tiniest bit of legitimacy back.

[Image via]

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Mon, 25 Jun 2007 13:54:41 EDT Doree Shafrir http://gawker.com/index.php?op=postcommentfeed&postId=271986&view=rss&microfeed=true
<![CDATA[ Atoosa Rubenstein Respects Her Body ]]> atoosaoprah.jpgOne of 35-year-old Atoosa Rubenstein's army of teenaged galpals posed this intriguing question on her MySpace: "When do you feel most beautiful?" Chloe says that she feels most beautiful "right after washing my face. I am not sure why, but I feel like my impurities and masks are washed away, revealing my true alpha kitty self." Wow, how empowering! Or how like a Biore ad! As for the 'Toos, she feels most beautiful "when I consistently make healthy food choices instead of filling myself up with crap food (like I did last night - went out to Cowgirl (website) in the West Village with a big group of friends and I inhaled too much onion loaf, fries and a big steak fajita. At least I drew the line at the corn dogs I was totally eyeing...). When I eat well, I know I'm treating my body (and in turn, myself) with the respect I deserve. Alpha Kitties should be worshipped - including by ourselves!" Ok, GOTCHA.

When Do You Feel Most Beautiful?
[ToosSpace]

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Fri, 22 Jun 2007 17:10:15 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=271455&view=rss&microfeed=true
<![CDATA[ You will die. This is a piece about the home ... ]]> You will die. This is a piece about the home decor of "alpha kitties." It is headlined "Fierce by day and all frills by night." Oh wow. [LAT]

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Thu, 14 Jun 2007 17:16:50 EDT Choire http://gawker.com/index.php?op=postcommentfeed&postId=269009&view=rss&microfeed=true
<![CDATA[ 'ToosTube ]]>
We have to apologize for not informing you sooner about the startling innovation that our beloved 'Toos has added to her MySpace queendom: 40-second long clips of her on-camera insights. She's mastering another platform every time we turn around, it seems! Sort of. Here, she explains why being into fashion doesn't make you shallow (for the record, it's because "fashion is a costume... I mean, all the world's a play").

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Thu, 07 Jun 2007 17:18:10 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=266956&view=rss&microfeed=true
<![CDATA[ 'Times' Still Too Wordy For Young Atoosa ]]> toosAtoosa Rubenstein still has a bone to pick with the Grey Lady, and it wasn't good enough just to complain to Forbes readers. She also needed to tell her MySpace pals!
I probably should be embarrassed to say this, but most news is delivered in the most boring way possible!! I look at the New York Times and as smart as their reporting is, it's just so wordy. I zone out before I can dig in. I know it's not because I'm not stupid - I just think this generation (from my age and younger) just consumes information DIFFERENTLY and the newspapers and news programs are still being made for my parent's generation.
Right, no news is targeted at people in their late 30s. None at all.

Why Don't We Care About The News? [ToosSpace]

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Fri, 18 May 2007 10:20:22 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=261441&view=rss&microfeed=true
<![CDATA[ The 'Toos Won't Let You Copy Her Homework ]]> toosCrushing disappointment alert, Alpha Kitties: Atoosa Rubenstein may want to help you, but she's not about to actually, like, help you.
Last night one of our Alpha Kitty sisters messaged me saying she wants to launch a television network (with a specific angle) and asked me to put her in touch with any television execs I know who can turn her dream into reality. My advice to her was probably not what she expected: I told her to research, intern and learn so she can blaze her own unique path with her own unique footsteps. I would not be introducing her to any television execs.
Way harsh! Why won't you give a sister a leg up, 'Toos?

The answer takes us on another trek down memory lane, not to high school on Long Island this time (odd!) but to the early days of CosmoGIRL!, when then-Glamour editor Glenda Bailey was a bitch to the 'Toos. Apparently, Atoosa had asked Glenda to give up a Glamour trade secret and Glenda was just like "no."

She recalls: "At first? I nearly cried (major lump in my throat). I was so embarrassed. Then? I was really angry. I thought it was so mean of her— after all, I was just a kid and it's not like my magazine was competitive to hers. But today? I realize she did me a favor." Lesson learned: if you want to get all the way to where the 'Toos is now, you'll just have to figure out your own way there.

You're An Alpha Kitty, Figure It Out
[ToosSpace]

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Mon, 14 May 2007 13:59:53 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=260224&view=rss&microfeed=true
<![CDATA[ Is The 'New Yorker' On 'Toos's Media Diet? ]]> toostoostoos.jpgWe know that Atoosa Rubenstein wishes the Times had "more color and less words," but how does she feel about The New Yorker? Perhaps some insight can be found in her latest MySpace post, in which she writes, for a change, about how she believes in her dreams and you should too. "The Alchemist by Paulo Coelho is my guidebook to life. I'll probably talk about it again, but something about it reminded me of what we talked about last week regarding us being Alpha Kitties — girls who follow their dreams," she says before quoting that book, which is like The Celestine Prophecy crossed with The Secret, but dumber, at length.

Perhaps the 'Toos missed the long piece in this week's New Yorker about how Coelho has managed to spin his knack for writing what one scholar calls "yuppie esoteric narrative" into such massive sales. Or maybe she didn't miss it at all, and she's subtly rebutting it! There are unplumbed depths to the 'Toos, we just know it. Either way, she's probably psyched for Coelho's upcoming novel, which is about a witch who was ahead of her times and was misunderstood by the world. There are Alpha Kitties wherever you look these days.

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Fri, 04 May 2007 17:20:49 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=257885&view=rss&microfeed=true
<![CDATA[ Alpha Kitty To 'Times': Be 'HuffPo'! ]]> atoosarubenstein.jpg "I have spent the last decade eating... uh... I mean reading, sweets exclusively. One might even say I'm addicted. Before I drink my morning sugar-free (ironic) Red Bull, I've already gobbled up The New York Post (horoscopes first, Page Six second) and Women's Wear Daily's Memo Pad column. Then, I pretty much subsist on MySpace—the micro-media Lothario that stole me away from the old man—with jolts of Perez Hilton when things get too sweet. (He is my Sour Patch Kid.)" That's the digital impresario Atoosa Rubenstein, whose new job is telling the fogeys who read Forbes.com how to understand the internet tubes.

This week, she's shared her "media diet" with them. She also has some recommendations as to how various media outlets might improve themselves. Here's her hot tip for a local rag called The New York Times. "I wish they'd borrow a page from The Huffington Post (a dietary recommendation from one of my 20-year-old friends on MySpace) and create a sugary version with more color and less words. Dear New York Times, once you hook us with your great reporting, we addicts will dig deeper and read those long articles (and get informed, for goodness' sake). But you've got to hook us first."

lolalphakitty.jpg

(Choire is the cat.) Ahem. Anyway, Atoosa also reads—but disdains!—a gossip site that's full of "snarky, entertaining and yes, hateful, takes on the day's top media stories." It's okay for you to read it, you grown-up Forbes-reading fat cat—"You've already arrived, baby." But Atoosa often tells "young people who have very high aspirations for themselves not to read it, because the addiction can distract from their ascent." Hear that, kitties? STEP AWAY FROM YOUR COMPUTER RIGHT NOW.

Hot Daily Media Diets [Forbes]

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Wed, 02 May 2007 17:19:54 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=257219&view=rss&microfeed=true
<![CDATA[ Lindsay Lohan Is Anywhere ]]>

  • We love it when People Photoshops out those Us Weekly backgrounds behind Lindsay Lohan!
  • Atoosa Rubenstein at the Sassy party: "Alpha kitties are girls that are powerful, but they're also fun, and they want to be cute, and they don't feel like in order to be powerful you have to be super serious." [Mediabistro]
  • The Assimilated Negro interviews Lauren Williams, editor of the new Jossip blog for and/or about the black people, and asks for her "credentials as a black person." [The Assimilated Negro]
  • Mary-Kate and Ashley Olsen's new fashion line, The Row, features $360 leggings and $1700 cashmere tuxedo jackets. Boho chic, why have you forsaken us? [Fashionologie]
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Fri, 27 Apr 2007 18:35:10 EDT Doree Shafrir http://gawker.com/index.php?op=postcommentfeed&postId=256037&view=rss&microfeed=true
<![CDATA[ 'How Sassy Changed My Life' Book Party ]]> kma Lower East Side bloggerbar Lolita had a decidedly high school-ish vibe last night—a generation of ladies whose lives were so changed by Sassy magazine that they grew up to work in the media gathered there to fete the publication of Marisa Meltzer and Kara Jesella's book about that seminal teen mag. Doree and Emily were there. So was Atoosa Rubenstein.

Emily: Well first tell me what you thought of the book! As you know, I loved it.
Doree: I loved it too. All the behind-the-scenes stuff was great. They were pretty frank about Jane Pratt, I thought, without seeming catty.
Emily: I was talking to Kara about that! I hazarded a guess that they'd gotten much of their info from Christina Kelly. And she said that actually, they got much more of their info from Jane!
So, oh my god, Christina Kelly.
Doree: Christina Kelly. She's like our generation's older sister.
Emily: Exactly, like that Juliana Hatfield song, sort of! Actually that reminds me of the sobering conclusion I drew from last night. That all the people involved in Sassy are old now!
Doree: Yeah. When i was 12 and Jane Pratt was 24 she seemed super old! Or... wait. I was 10 and she was 24?
Emily: I guess when Jane was 24 I was...
Doree: SIX? FIVE? Oh man.
Emily: Um, five. Yeah. Anyway I think I freaked Christina Kelly out by being a crazed fan at first.
Doree: I think she must get that a lot.
Emily: Totally, I'm sure everyone was coming up to her and saying "I just have to tell you that you changed my life." Thing is, though? I can't think of anyone else I'd ever say that to!
Doree: Ha! Kim Gordon.
Emily: Kathleen Hanna.
Doree: Anyway! Can we discuss Atoosa?
Emily: YES! ATOOSA SPOKE TO YOU!
Doree: I know. I have been blessed.
Emily: What were her exact words?
Doree: "Is this the line for the bathroom?"
Emily: And was it?
Doree: No! She was like, "Oh thank goodness!" and ran in.
Emily: What an illuminating conversation.
Doree: She reminds me of that Lily Tomlin character. The little girl in the big chair.
Emily: Whoa! That is so dead on. I actually had to ask her to move when I was fishing my umbrella out of the pile by the door as I was leaving! I did not say, "Hi Atoosa, I'm sorry about being a part of the negative media. We kid because we love. Can you move so I can grab my umbrella?" But I SO should have.
Doree: I did not see her talking to Christina Kelly.
Emily: Thing is, she's very intimidating! I think being 7 feet tall is part of it.
Doree: But she was wearing a little girl dress! It's like she's playing dress up! Whenever she speaks in public she likes to tell the story of how she finally got to intern at Sassy.
Emily: And the way she tells it is a little different than the Sassy book has it, right?
Doree:The Sassy book says she applied for a million jobs there and they finally let her be an intern. She also tells some story about running into them in the bathroom and having toilet paper stuck to her? Or something like that. Remember in the book how they said that Sassy became this refuge for freaks, but only the right kind of freaks? Atoosa was not the right kind of freak. I can't really see her with Nirvana posters in her bedroom
Emily: Yeah, Atoosa has been open about the lack of Nirvana posters in her bedroom, right?
Doree:It's like, she was rejected by the popular cheerleaders and the popular outcasts.
Emily: Her preferred narrative is "I was a teen dork, and not the cool kind."
Doree: She was a dork in all the wrong ways. And it seems like the cool girls still think she's a big dork.
Emily: Well, as you know, I felt a little bit like a high school outcast at that party. (Let's bring it all back to me!) Because, as you say, the cool girls were in effect.
Doree: It was a little much of cool media girl overload. It seemed like people were sitting in cliques and talking shit about everyone else there.
Emily: Which was the coolest?
Doree:The T girls were very cool.
Emily: What other media outlets were represented? Jane obvs
Doree: Lola Ogunnaike was there, as was Alex "not a girl" Williams. There was the curly-haired Penthouse editor. It was funny to watch people kiss Atoosa's ass! Sorry, I keep bringing it back to Atoosa.
Emily: It kind of is all about Atoosa! Let's figure out why. I think she represents a very specific type of Sassy reader. Like, the title of the book is How Sassy Changed My Life. For some of us, Sassy changed our lives by introducing us to zines and bands and making it clear that there were other girls like us out there in the world somewhere.
For others of us, Sassy was just about about how cool it could be to work at a magazine. So all those girls grew up and now they work at a magazine. And maybe it's not what they'd envisioned, because nothing could ever be that awesome again for a variety of reasons, including the internet? So the party is like a reunion, but it's also sort of a wake for peoples' lost dreams. No wonder everyone seemed to be in a bitchy mood!
Doree: Yeah. i was actually thinking, again, because I think about this a lot, how different my high school experience would've been with the internet. And Sassy was the perfect pre-internet magazine. And maybe that is what Atoosa is trying to do—recreate Sassy online. But it's not going to work! Heh.
Emily: It's not. But why isn't it?
Doree:There's something off about her sensibility
Emily: Exactly. And it's sad, because recreating a Sassylike thing online is actually a GREAT idea. (An idea that every woman in that room last night has probably spent some time seriously contemplating, I'd wager.)
Doree:Oh totally. Can we discuss Jane Pratt more fully?
Emily: Anytime!
Doree: I felt like she was this specter.
Emily: She's a symbol of so many things. And the biggest revelation of the book, for me, was the confirmation what I'd heard for years—that her knack was for being a figurehead, and for putting wheels in motion—not so much for day-to-day running a magazine.
Doree: Right.
Emily: She's also a symbol of being very successful very young, and what a double-edged sword that can be. I think maybe that is one of the reasons why there's so much schadenfreude directed her way.
Doree: Right. 24! I still can't get over that.
Emily: All these women (totally projecting, BTW!) grew up thinking, "I want to be the editor in chief of a national magazine when I'm 24!"
Doree:YES, exactly. And that it was something possible.
Emily: It's comforting to know that early success is sometimes less desirable than, you know... success when you're ready for it, I guess?
Doree: Yes. That. Also Karen Catchpole was TWENTY?
Emily: College = WAY overrated.
Doree: Did we forget anything? Oh the 90s music was a nice touch.
Emily: I loved the DJ! Pixies, Breeders. It made me want to have a 90s theme party. Ew, gross.
Doree: Oh, the only thing I wish the book had was PHOTOS. Why no photos? Or cover scans?
Emily: Faber & Faber. I mean, it's a book with a tight budget, it's for a niche audience.
Doree: Yeah yeah. Still! I would've loved some photos of the office.
Emily: I'm just glad it got published! I remember the editorial meeting when it was out on submission. Someone said, "Who would buy this book?" And I was like, "UM ME I WOULD BUY TWENTY."
Doree: Haha, seriously. But I think it will do OK.
Emily: Especially after I buy twenty! I'm a woman of my word.

Earlier:
How Christina Kelly Changed Jane Pratt's Life

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Thu, 26 Apr 2007 16:33:02 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=255613&view=rss&microfeed=true
<![CDATA[ Atoosa Rubenstein: 'Seventeen' Sells Hate ]]> tooshubs Hello, and welcome to the stream—make that majestic gushing river— of former Seventeen editor Atoosa Rubenstein's consciousness. Today, you might want to wear your life preserver! "What a week, huh? And the media has been making it worse! All the airings of the killer's video were just pouring salt into the wound of our nation. I can't imagine how the families of the victims felt. My heart is with them forever. But my beef with the media extends beyond their coverage of the tragedy. What did you think about the Alec Baldwin voicemail message that's been going around the internet?" Whoa, hold onto your oars! We're about to make a hairpin turn towards some even choppier waters.

" I will never forget this one time when I pulled my group of friends together in the hall and I was like, "Ummm...have you seen Wendy's HAIR?? She looks like an ugly skunk!" And well...you guessed it. Wendy was in the group of girls - I just didn't notice until it was too late. Uh, yeah - negative AND stupid." Stay with her here! Cling to the sides of the kayak! "I realized that when I was at Seventeen, I sold hate in a different way. I sold self-hate. You know the coverlines I mean, too: "Get perfect legs" that sort of thing. Plenty of magazines continue to do it because as you all said last week: Hate Sells."

WHOA! TOOS OVERBOARD! SOUND THE ALARM! Oh, wait. Okay, things seem to be calming down. Paddle for the shore! "PS On a MUCH lighter note: The other day, I went to the Gap for the first time in YEARS and I actually got the cutest stuff! Have you seen the new designer collection that hit their stores this week? I wore one of my new shirts to a party for the New York Observer on Thursday night (pictured) and no one believed it was from The Gap. Score!" Ah, safe again in the shallows. Don't scare us like that again, 'Toos!

TOO MUCH INFORMATION!
[Atoosa's Space]

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Fri, 20 Apr 2007 18:30:25 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=254161&view=rss&microfeed=true
<![CDATA[ Penn Commuters Berated By Snotty Europeans ]]> euro railThis morning outside Penn Station, some young fellows were distributing fake anti-promotional literature "protesting" the new high speed Europe rail system. (Paris to Frankfurt in under four hours!) First of all: Ooh, fake negative ad campaign. Second: Are commuters from Lynbrook and Bayshore really the target market for RailEurope promotions? (Paging Long Island's Atoosa Rubenstein!) But really we're not sure they can afford the exchange rate. And finally: Why is Europe fucking with us and our asstacular and sad—yet pridefully, pants-pockets-tearingly American!—trains? Fine, so Luxembourg to Paris is 231 miles and their new train takes 2 hours and 5 minutes; Manhattan to East Hampton is 103 miles and it takes nearly 3 hours on the LIRR. But unlike France, at least we have our international reputation to keep us warm at night. Oh and we get to drink Coors on our trains, so there.

Europe Is Shrinking

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Wed, 18 Apr 2007 11:57:20 EDT Choire http://gawker.com/index.php?op=postcommentfeed&postId=253304&view=rss&microfeed=true
<![CDATA[ VA Tech Tragedy Addles Atoosa Rubenstein's Mind ]]> toosboobs.jpgWhen I find myself in times of trouble, Alpha Kitty comes to me, speaking words of wisdom:
My thoughts and prayers are with all the victim's families, the survivors, the students and faculty of Virginia Tech. My friend Billy once wrote a song that had this line: "I don't know gone without goodbye." That rings so true in this situation - all the family and friends who lost someone without being able to say "I love you" one last time. I hope we can find the light in all this darkness, so we can gather together and create something good out of so much bad.
Amen, Atoosa! But wait ... "Gone Without Goodbye" was written by Backstreet Boy turned Christian Contemporary soulmeister Brian Littrell, right? Have the Virginia Tech atrocities caused Atoosa to forget the name of one of her own friends? Oy, the terrorists (or whatever) really have won. Oh, Billy Mann. Never mind. Atoosa has won.

A Tragedy
[Atoosa's Myspace]

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Wed, 18 Apr 2007 10:55:00 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=253271&view=rss&microfeed=true
<![CDATA[ The Gawker Ombudsman: I AM OLD AND THERE IS TOO MUCH YELLING! ]]> diamonds-hr-003.jpgI am going to use this column to do something I will never be able to do again—convey my first impressions of intensive Gawker-reading. Until I was asked to consider taking on this job, I had been only a casual reader, mainly clicking on the Stalker map to track the whereabouts of Kelly Ripa (Kelly: I know you love me! Why do you insist on playing these games?). Since that day, I have read more Gawker than is typical of any but the fruitlessly employed and Kurt Eichenwald's lawyer.

Before this binge, for instance, I almost never turned on the computer during daytime except in times of major horniness. As it happened, on the day I first received a call about this job, it was about 4 p.m. when I put down the phone, fired up the laptop and headed over to Gawker. I was not yet equipped with an RSS reader, so for the next several hours I dipped in and out while I went about other business. My strongest reaction that first afternoon was, "Who are these people and why are they shouting at me?"

It was mid-March. The first shouting I read came on a post about Anna Nicole Smith. The post was so emphatic that a reader said, "Well, I guess there's no need to do the paternity test. Let's just declare Stern the father." This is analysis, I thought, and remembered a favorite saying of the day that had once been posted on the newsstand where I buy fetish magazines: "It doesn't have to be hard and veiny to still be a dick."

Next up was a post from Doree Shafrir. Shafrir wasn't exactly yelling at me, but the porn stand quote came to mind again. My reading was interrupted by a phone call (the fucking escort canceled again), and when I returned to the living room, two more heads were hollering. It was Balk and Emily Gould mixing it up about Dana Vachon. Back and forth they argued, with increasing vehemence and loathing. It was incredibly pointless, and only amused the sales team at Riverhead, who were no doubt thrilled for the publicity.

I was close to concluding that my sensibility was too far removed from that of Gawker for me to represent its audience, but I hung in there, as I had been asked to do, and kept reading. I learned more than a thing or two from analysts and editors like Choire Sicha, whose New Yorker piece was, until yesterday's madness about Portfolio, the longest thing ever to be posted to Gawker. I got several good laughs a day, most days, from the photo captions. When I wanted my gossip straight up, I could go, most days, to the Gossip Roundup.

Still, that first impression has remained. In the past two months, I have read a lot of yelling, from some but not all of the editors—that Joshua David Stein is unfailingly demure when away from the bowling lanes—from some but not all of the commenters, and always from Balk. The yelling editors sound manic. The yelling commenters sound angry. None of the yellers sounds to me as if he is reacting authentically to something he cares about. Asked to confirm this impression, Balk admitted that it was indeed the case. "Two months on this job and you learn not to care about anything, particularly self-respect."

Maybe the vast majority of Gawker's readers enjoy this ramped-up, in-your-face, I'm-the-show approach to New York media and gossip. Maybe it is not my business as an ombudsman to object to the hollering just because it doesn't suit me. I hope your responses to this column will let me know how far off or close to the mark I am about this, and I will take note, especially about hollered highlights, because after all, it does no serious harm. Neither does hollering about "what dead Playboy centerfold you'd stick it to."

There is harm, though, when the loud, cocksure approach is applied to certain off-the-blog issues. Take Danniellynn's disputed paternity. In mid-March, when they were burying the pill-popping model, a tip suggested that Smith's daughter's father was actually Smith's son. Lab tests would be conducted within a few days' time, but suspending judgment till the evidence is in does not suit the formats of Gawker blogs, which require judgment to be passed on 54 or more topics a day. The bloggers need material, so Danniellynn's incestuous origin was rushed straight to judgment within hours of the first sketchy e-mail.

The child was not only presumed to be the product of the most sickening potential coupling in 2007, she was immediately declared to be so. The editors hedged their bet by calling the rumor "ridiculous" but quickly added that the source seemed credible. I suspect most readers quickly forgot the "ridiculous."

When lab tests named Larry Birkhead the father last week, I did not hear any apologies. It is, in my opinion, Anna Nicole Smith's misfortune to have become a running Gawker story line (also that whole dying thing), which too often means a designated caricature who—like Atoosa Rubenstein or Dave Zinczenko or the socialite of the day—is considered open game for character assassination. I am as skeptical as anyone about what Zinczenko has to say about his oral sex skills but I still cringe every time I see his name next to the words "subpar oral sex provider." Mostly because of the image it puts in my head.

It's not fair or realistic to ask on-Internet opinionators to be as informed or measured in their off-the-cuff responses to breaking news, often indistinguishable from breaking rumor, as a magazine writer can be on his longer leash. But I think it is fair to ask a greater degree of humility and suspended judgment than is often seen on Gawker. And I think it is fair to ask Managing Editor Choire Sicha to encourage less ill-informed vehemence. "Good idea," responded Sicha via e-mail. "Also, go fuck yourself! Fuck yourself hard! Have a great day!"

I could go on, but I think I've made my point. Besides, my subjective impression is that the over-the-top shouted certainty of opinion has toned down a bit since I began my binge-reading in mid-March. Maybe the lead-up to a celebrity paternity test is the peak of the yelling season. Or maybe I have just gotten used to it. I hope not.

One reassuring sign: After the Duke lacrosse rape case unraveled, the editors did not say anything about it except to mock one of the young men whose life has been by both an overzealous prosecutor and a media rush to judgment. They did mock him, however, on a real-estate related matter. They seemed to realize that one can viciously malign a victim without shouting.

As I gather first impressions, I needed that lesson, too. But that's a subject for another column.


Byron "Dan" Worthington III is Gawker's ombudsman and a noted crank with a lot of free time on his hands. He will write a sporadic column responding to the reader complaints that the editors usually send right to the trash file. This is his first column, which is to say, probably his fifth. He can be reached at tips@gawker.com. Please use the word "Ombudsman" in the subject line or the e-mail will probably be deleted by anxious editors before he can read it.


Related: Too much shouting obscures the message [ESPN]
Previously: Spit It The Hell Out Already

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Tue, 17 Apr 2007 11:37:07 EDT abalk2 http://gawker.com/index.php?op=postcommentfeed&postId=252913&view=rss&microfeed=true
<![CDATA[ Media Bubble: Nappy Headed Nos ]]> don imus forlornly looks at poster of al sharpton
  • Can Don Imus maintain his moneymaking capabilities? 'Cause otherwise he's just some loudmouth hick in a hat. [NYT]
  • More schmucks who bought Times stock with full understanding of stock's structure complaining about stock. [NYO]

  • Block That Metaphor: "In this polite but sometimes strained community, Mr. Imus is the cranky, aging neighbor who can be relied upon to shovel snow off the sidewalk but occasionally blurts out words so offensive and insensitive that it makes everyone regret inviting him to the block party." [NYT]
  • Former Seventeen editor Atoosa Rubenstein in feud with senile Forbes columnist James Brady. We are so conflicted on this one. [NYP]
  • Joanne Lipman is telling everybody that she's not telling anyone anything about Portfolio. [Toronto Star]
  • Magazine ad pages: slow growth. [AdAge]

    ]]> Wed, 11 Apr 2007 10:42:20 EDT abalk2 http://gawker.com/index.php?op=postcommentfeed&postId=251369&view=rss&microfeed=true <![CDATA[ Alpha Kitty Solves Whole Icky 'Racism' Thing ]]> Prominent media figures are climbing over each other to offer their opinions on the Imus affair, but, until now, we had yet to hear from one of the most important voices of the age. It was worth the wait.

    Here's my opinion: Instead of getting rid of him, I wonder how someone can help him better understand WHY he said what he said. While firing him is a satisfying short-term solution - I think there's an opportunity to make bigger change by working with him to change his mind-set. Think about it: He's almost 70 years old. That doesn't excuse what he said - but to put it in context: When he was a kid, our country was a very different place with regard to race. Even if he IS a flat-out racist (and this wasn't just a one-time show of poor judgment) as you know, he's not the only racist person out there.

    Perhaps if he can learn something through this tense situation, he can share it with his listeners. Whether we like it or not, there are many more like him - and plenty of them listen to him, literally, every day. Like attracts like.

    Thank you, former Seventeen editor Atoosa Rubenstein! Anything else to add, Big Momma?
    [A]s Martin Luther King, Jr. said in his "I Have a Dream Speech" in 1963: "We can never be satisfied as long as our children are stripped of their self-hood and robbed of their dignity..." There may not be "For Whites Only" signs on stores anymore but with caustic comments like the one Imus made, there may as well be one on his radio show.
    The 'Toos also provides a helpful link to the "I Have a Dream" speech, which she notes is "a good read." There you have it, tribe! End racism! Definitely click over to Atoosa's space, the plea is much more convincing with the bouncy kitty icon above it.

    Do You Think Imus Should Be Fired? [Atoosa's Space]

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    Tue, 10 Apr 2007 17:58:50 EDT abalk2 http://gawker.com/index.php?op=postcommentfeed&postId=251108&view=rss&microfeed=true
    <![CDATA[ 'Toos Reveals Why She Left 'Seventeen' Again ]]> toosspace.jpgOften—okay, always—former Seventeen EIC Atoosa Rubenstein finds herself pondering the time when she came to a crossroads in her life and decided to free herself from her "corporate sugar daddy" and strike out on her own to start her fabulous new [TK]. Today she wanders down memory lane again and realizes what really inspired her to leave her cushy job: German poet Rainer Maria Rilke!
    I felt very unsure about my own future last year. For the first time in my career, I wasn't enjoying myself anymore, yet I wasn't exactly sure what I wanted to do next. And on top of it, I was so confused as to why I was suddenly at a loss for answers. Then I came across the following quote from Rilke: "Have patience with everything unresolved in your heart and try to love the questions themselves, as if they were locked rooms or books written in a very foreign language. Don't search for the answers which could not be given to you now, because you would not be able to live them."
    A very foreign language indeed.

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    Mon, 09 Apr 2007 15:54:42 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=250805&view=rss&microfeed=true
    <![CDATA[ Atoosa Rubenstein Is Proud Of Her Greatness, Aren't You? ]]> atoosaToday's lesson from former Seventeen editor Atoosa Rubenstein: Affirm your greatness. Do not be one of those girls who hides her light under a bushel, engages in self-deprecatory behavior, or apologizes. It will keep you from embracing your inner 'Toos. Without pride, how you pull off a brass-knuckles-sized ring that spells out Big Momma?

    I used to be like that, and am trying to recover from it now. Because I was embarrassed of my greatness, I focused instead of trying to be PERFECT in order to deserve the praise. That came with it's own cauldron of pressures, sister because as you know, NO ONE is perfect...Yet everyone has their own brand of greatness. That is the beautiful thing. Still, I felt pressure from my Mother to be all the things SHE wanted me to be because she didn't have the opportunities. I felt pressure from the magazine industry to be the kind of editor, THEY thought I should be. I felt the pressure from my husband to be the kind of wife HE thought I should be. And somewhere along the path of perfection, I lost the sense of being the kind of girl I WANTED to be and actually WAS - it all became blurred with everyone else's preferred roles for me.
    There is also a quote from Marianne Williamson, which The 'Toos notes, is "often incorrectly credited to Nelson Mandela, who has said many other brilliant things himself." Oh has he? We're overwhelmed with the greatness here. We're going to lie down.

    The Pressure To Be Perfect [Atoosa's Space]

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    Tue, 03 Apr 2007 15:36:22 EDT abalk2 http://gawker.com/index.php?op=postcommentfeed&postId=249309&view=rss&microfeed=true
    <![CDATA[ Media Bubble: Is It Zell By A Hair? ]]> toostoostoos
  • Sam Zell is the probable winner in the battle for Tribune. News of the end of this fucking story could come as early as this morning. [LAT]
  • Business reporters rarely write about the labor side of things. Also, David Carr gets his electronics at Best Buy. [NYT]
  • The 'Toos will write an op-ed column for Forbes.com every other week. The possibilities are endless. [WWD]

  • "I don't hear the sound of a battleship turning around in a bathtub. I hear the sounds of waves of competition lapping against the shore in more than one newsroom. That's the way it should be in a competitive marketplace, so it doesn't surprise me at all that the race is like Jell-O right now." Brian Williams is not worried about "NBC Nightly News" slipping in the ratings. Brian Williams is also not worried about sounding like he's on the world's greatest acid trip. [USAToday]
  • Will Time Inc. be put up for sale? Probably not, but, hey, we're always happy to read anything by Nat Ives where we're supposed to read between the lines. [AdAge]
  • "Horseradish tastes better when it's mixed than when it's alone." If you guessed Rosie O'Donnell and "The View," give yourself an extra five points. [B&C]
  • This interview of Guardian editor Alan Rusbridger by former British media figure Piers Morgan is so incredibly contentious—and amazing—that we're wondering if it's real. [Independent]

    ]]> Mon, 02 Apr 2007 09:30:37 EDT abalk2 http://gawker.com/index.php?op=postcommentfeed&postId=248813&view=rss&microfeed=true <![CDATA[ Atoosa Rubenstein Raises Self-Awareness ]]> toostoostoos You know why former Seventeen editor Atoosa Rubenstein loves you? Because you're not shallow. Well, at least, not all the time. Sometimes you're deeply concerned about serious issues, just like her:
    The one thing I love about you - is that you care about more things than just the stuff some people THINK you care about (ahem - hair, guys, etc). That's why I need to make sure you're informed about a disorder called Autism. (The first time I officially heard of Autism was in the movie, "Rain Man" with Tom Cruise).
    Maybe this is what Atoosa meant by "Don't Be Afraid of Dumbing Down." But even so, it begs the question: when did she first unofficially hear of Autism?

    As you know, I am from Iran. What you may not know is that I have an older sister, Ellie, who is developmentally disabled. Now that I've come in contact first hand with Autism, I have a feeling this is what she has although she's never been diagnosed - Iran does not have the same level of health care as here in the US.
    Atoosa goes on to explain that you can help Ellie and... Dustin Hoffman... and stuff... by viewing a Five for Fighting video. With every viewing, Five for Fighting will donate 49 cents to a charity called Autism Speaks! Well, at least it is not Gimpiness Walks or Blindness Sees. Okay, back to only caring about hair and guys.

    We Need To Pay Attention To This [Atoosa's Space]

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    Fri, 30 Mar 2007 14:19:29 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=248450&view=rss&microfeed=true
    <![CDATA[ Atoosa Schools 'Forbes' Fogies Re: Interwebs ]]> toosspace.jpg A week after accidentally spamming a bunch of her MySpace friends, former Seventeen editor Atoosa Rubinstein has clambered back into the saddle—in order to tell Forbes readers how to use the internet effectively! Okay, our heads just exploded. Like, it's not that our favorite cat lady's 7 Tips for Joining Atoosa's Troops (Don't Put Your Brand On A Pedestal, Recruit Web Talent) are off-base at all. In fact, they're just as firstgrader-simple as the folk art that accompanies them. But what on earth qualifies Atoosa to dole out this kind of advice, her number of MySpace friends? Her thriving web-based business that, uh, still doesn't exist yet?

    Actually, maybe it's her knack with an apt metaphor! On her time at Seventeen:

    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.
    Ok, for real this time: picking little pieces of exploded head up off the ground.

    Atoosa's Digital Revolution
    [Forbes]

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    Thu, 29 Mar 2007 16:37:21 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=248211&view=rss&microfeed=true
    <![CDATA[ Is The 'Toos Spamming Her MySpace Friends? ]]> One of Atoosa Rubenstein's MySpace friends has received a couple of vaguely menacing messages from the former Seventeen editor! Well, actually, only this one is menacing. The other one is only menacing if you think that free-Starbucks spam is menacing. (So, yes, it's menacing). It's after the jump. Looks like the 'Toos has been hax0r3d! "LOL Change your password!" 21 year old ~*~Ale~*~ suggests. Sage counsel.

    atoosaspam.jpg

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    Thu, 22 Mar 2007 12:00:51 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=246252&view=rss&microfeed=true
    <![CDATA[ The 'Toos Needs Your Prom Tips ]]> toostoostoos Former Seventeen editor and current MySpace queen Atoosa Rubenstein is going to the prom! Okay, not really—but she is going on a television program to discuss the prom. And she wants to include some tips from YOU. Yes: YOU. "Do YOU have any advice for parents about prom? Think about a parent who is terrified that their kid is going to get super drunk, do drugs, have sex or whatever. Is there anything sneaky that parent can do to protect their kid and feel more at ease on prom night?" Trans: "Please sell out your fellow teenagers." Guess what? Atoosa's tribe doesn't immediately get behind her on this one, for some reason!

    Atoosa's MySpace friend Juicy voices a representative sentiment: "If you try to sneak around and spy, then that could cause more problems, and then your child might not trust you anymore, because we will find out, we always find out! It will be less pressure on them if you just tell them what you expect and also that way they will know you trust them and wouldn't want to lose your trust!!!!!"

    There's a lesson there, Atoosa. Why are you telling the parents how to be sneaky? Whose side are you on, anyway?

    And then there's this chick, who might have to become our new BFF for skanks-nights-out:

    I say if you want to be a be an annoying parent and ruin one of the most fun nights your kid will have, and be able to look back on and be like "woah i was a crazy motherfucker" then just look in their purses for flasks, drop them off at the prom, watch them go in, and then pick them up right after. As for me, my parents were awesome and let me go to prom with a college guy and then go camping in a bunch of cabins with all of our friends. We drank, we ran over things with golf carts, made out, set things on fire... it was amazing. And i look at pics i have, and tell friends now my stories and people are jealous, like WOAH my prom sucked, looked like you had an awesome time. I guess it just depends on if you think your kid is a dumbass and can't handle going out to a party afterwards. I think by the time prom rolls around you are old enough to go party with your friends on this special night. We all have to lose our V-card at one point or another! heh heh.

    Need Your Help Re: Prom
    [MySpace]

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    Tue, 20 Mar 2007 14:37:38 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=245620&view=rss&microfeed=true
    <![CDATA[ Imaginary 'Toos Weighs In On Slim New 'Seventeen' ]]> school is totes making you fat April's ish of Seventeen is the first produced under new E in C Ann Shoket's regime. Is she working hard to differentiate herself from her predecessoress, the voluptuous, tribe-gathering, sparkling magical rainbow that is Atoosa Rubenstein? Well, our first clue was in her editorial letter, where she mentioned her formerly frizzy hair. Straight from the Toos's duckling-to-swan playbook! But a darker side of Shoket lay on the selfsame page: "I had three Red Bulls to get through this loooong photo shoot!" she claimed. Hmm, do girls with healthy body images chug three Red Bulls? And do they run cover lines like the one at right, or like "Get Your Best Butt?" We asked the Atoosa Rubenstein who lives in our mind what she thought of the changes.

    Rhymes With Memily: Hi! I was hoping you would betray your prot g by calling her an anti-lady skinny ho!
    Thurston's Mom: Omg HI!
    Rhymes With Memily: Hi! Well, first things first, how is Thurston?
    Thurston's Mom: Well, like I said on my blog, ever since I stared calling him my Miracle Lion, we've both been better. Also, we watch my DVD of The Secret together a lot. I think it's curing his cancer! That and the chemo.
    Rhymes with Memily: If you can dream it, it will come to you!
    Thurston's Mom: Right, exactly.
    Rhymes With Memily: I loved it recently when you went off on the Westchester high school that suspended three students for saying 'vagina' during a production of the Vagina monologues. I think it's really important for us ladies to feel comfortable with our bodies. How are we supposed to feel comfortable if we can't even talk out loud about our sloppy cooch holes?
    Thurston's Mom: Well, that's not really how I would put it. But I do think it's important for girls to feel comfortable with their bodies.
    Rhymes With Memily: Right, like you said: "I don't want anyone making you feel dirty because you want to understand your body."
    Thurston's Mom: I am so glad we feel the same way!
    Rhymes With Memily: Uh huh. But do you think Ann Shoket does?
    Thurston's Mom: Um. I can't really ... well, what do you mean?
    Rhymes With Memily: "Is school secretly making you fat?"
    Thurston's Mom: Oh, that. Um. It's just about how to eat healthy in the school cafeteria!
    Rhymes With Memily: Is it, um, a little weird that one page after the mag recommends eating a turkey wrap with "two thin slices of turkey and one slice low-fat cheese," an apple, a fat-free pudding cup, and water for lunch, there's an article about a girl who died of an eating disorder?
    Thurston's Mom: Sounds like you're trying pretty hard to find faults.
    Rhymes With Memily: Okay, maybe. But how do you feel about this sentence: "The natural fibers help protect your sensitive vulva from the dirty world outside"?
    Thurston's Mom: Pretty good actually!
    Rhymes With Memily: I guess things haven't really changed that much.
    Thurston's Mom: They really haven't, except maybe there are fewer ad pages. Oops, did I say that! Slap me! I'm a bad girl!
    Rhymes With Memily: LOL
    Thurston's Mom: ;)

    Earlier: Ann Shoket Says 'Hi!' From Seventeen

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    Mon, 12 Mar 2007 12:38:21 EDT Emily Gould http://gawker.com/index.php?op=postcommentfeed&postId=243498&view=rss&microfeed=true