Wednesday, August 10, 2005

Jane post-Jane

Jane Pratt may be going to Sirius Radio, meaning Jane magazine is losing an editor -- and perhaps its advertisers: "Fashion advertisers such as Donna Karan and Marc Jacobs are already said to be getting skittish...and that can't be good news for a magazine that has been flat this year."

But are advertisers nervous because of Pratt's absence or because the demo of the publication is surprisingly underage? "The mag this year had to forego liquor and tobacco ads because it was found that a large segment of its audience falls below the legal age for consuming the products." I don't think this is the audience Fairchild was hoping for. Nothing kills cache faster than a Clearasil ad.


SuzanH said...

I used to love Jane, but it has been just awful the past year. There was a shift in the magazine that just sucked, and I'm not so sure that Jane Pratt's leaving is going to make that much of a difference.

Wow. That's a lot of vehemence for a glossy.

Irene Done said...

I think vehemence is an appropriate emotional response in this case. Although I haven't read Jane in a few years, I was always a fan because it was the only women's mag that had a smart sense of humor -- maybe the only one to have a sense of humor at all. But I was really shocked to see their readers are so young and I wonder if that explains their suckiness in the past year -- were they catering to teens? Anyway, a shame. What are smart, funny women supposed to read now?

SuzanH said...

Ummmm . . . your blog?

I'm surprised that the readers are skewing so young. Isn't that what Seventeen is for?

Irene Done said...

That comment made my day. No--wait--it made my week. Thanks!