‘Jane’ to Fold

NEW YORK Conde Nast Publications is folding Jane magazine with the August issue out July 24, ending a two-year effort to get the property back on track since the departure of founding editor Jane Pratt. Editor in chief Brandon Holley and vp, publisher Carlos LaMadrid are leaving the company. The Web site also will shut down.

Fairchild Publications, which has since been absorbed by Conde Nast, launched Jane with Pratt at the helm in 1997 with a 400,000 rate base. Pratt stepped down in July 2005, and Holley gave the women’s title a more positive, girly attitude with a redesign that came out the following year.

Still, the magazine struggled to find its place amid the established, mass women’s fashion/beauty monthlies. Ad pages stood at 282 this year through July, per the Mediaweek Monitor, an increase of 20.8 percent, but were less than half of what they were two years ago. Total paid and verified circ stood at 713,581 in the second half of 2006, up 1.9 percent, per the Audit Bureau of Circulations.

“This is a very difficult decision for us. We worked diligently to make Jane a success,” Chuck Townsend, president and CEO, Conde Nast Publications, said in an internal statement. “However, we’ve come to believe this magazine and Web site will not fulfill our long-term business expectations.”