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‘Jane’ Relaunch Grunge-less, More Fashion and Beauty

Jane, the magazine geared toward the 20-something woman, is relaunching with a new look and overhauled editorial thanks to its new editor, Brandon Holley, Mediapost writes. Holley, who took over for founding editor Jane Pratt in August, has been tweaking the magazine since then, but the March issue will be the first with her complete editorial stamp.

The new issue includes different features, such as one on home decor, and new editorial departments geared toward the current mindset of women in their 20s, a demographic that has changed since the magazine launched nine years ago. Today’s 20-something woman is more interested in beauty and fashion, and grunge - a lifestyle celebrated in the previous iteration of the magazine - is totally out.

Ad agency Heat is handling the relaunch, which will include ads on dozens of telephone kiosks in New York, 150,000 coffee sleeves on college campuses nationwide, radio commercials in 6,000 drugstores, and television ads in malls and airports, the New York Times reports.

Janemag.com is also being enhanced, with video clips of cover shoots and other behind-the-scenes information, along with three blogs from editors who will interact with readers and a 20-something poll.