One year ago, practically to the day, I gave Jane a 20% chance of survival. We knew this was coming and sadly, but totally not expectedly, Conde Nast ended Jane today.
This was what I call a no brainer. The founder, Jane Pratt, left two years ago and now it's in the hands of Brandon Holley, whose name, you may notice, is not Jane. The readers dug Jane and her quirkiness and personality. So when Pratt had her baby and seemed to be pushed out, it was the first time that a namesake magazine was without the namesake.
So first Jane tried for the "millenials," which I guess has has been the recent ad sales lingo for what used to be called "Gen X." Advertisers didn't buy it -- in the first half of 2006, they lost 41% of their ads from the year before.
Well, you can read my previous post, but let's mourn Jane, coming of age as the complement in the lad mag era, offering young women an edgy, funny and personal magazine that really was ripe for the online world, something that never really took off as it should have.
That leaves just O as the only namesake magazine around these days, and the Hearst people must be looking at this development with great interest.
I know as Jane crosses the great River Styx today, we'll be thinking about the many Drew Barrymore covers all going up in flames. This magazine was definitely Conde Nast's potential ticket to hipness in the young women's category and now... well.... they can use all that saved money to help save Portfolio, which has a zero hip quotient.