Atoosa Rubenstien: See her as a future Oprah / Martha Stewart meets hello kitty with a bit of New York thrown in on the side and a genuine geek wackiness that is either brilliant or unbearable... you decide.

Jon Fine over at businessweek clued me in to Atoosa. Atoosa Rubenstein is the most recent editor of seventeen magazine who famously quit last year to form her own new media enterprise focused around serving girls in their teens and twenties.

And no, i can't tell you her specific plans because they seem incoherent and fruity, but I wouldn't bet agianst her or, for instance, her cat - the psychic kitty.

While it is hard to figure how well her "psychic kitty" idea will come off, what Atoosa really does well is observe the media landscape:

“This audience [is] injuring every industry it comes into contact with. The audience is 13 to 30, essentially the digital generation. I see what they did to music. I see what they did to magazines . . . Every industry they hit-- banking, real estate, they are going to create a Jet Blue or a CosmoGirl in every one of those categories. They consume information differently.”

This is why, Jon Fine points out, Atoosa thinks the next oprah will be online.

And that is where the title of this post comes in: the spiritual thirst women in american have translates into large, sincere and soulful brands that build loyal followings and become a cultural bulwark for many women and, through them, their families.