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Jane Pratt and Tavi's Teen Venture to Launch This Summer

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    NEWSLETTERS

    According to an email blast, JanePratt.com is a month away from going live. The renowned and controversial editor of Sassy and Jane fame has her outspoken female target market talking about what's to be expected from her first attempt at the web, and the teen-targeted magazine and site that's set to follow, in partnership with blogger sensation Tavi Gevinson.

    Pratt's eponymous website, targeted toward a more familiar market of women in their 20s and older, will feature the strong voice and original writing similar to the editor's past outlets, in verticals divided among fashion, beauty, health, DIY and entertainment, WWD reports. Popular rubrics being recycled include the Ask Jane advice column, It Happened to Me reader submissions, photo Makeunders and Dopey Model Poses. Pre-launch, the site's Facebook page is up and kicking, with the working tag line, "Slutty, Selfish and Self-Absorbed."

    The team on board includes former Lucky staffers, beauty editor Cat Marnell and eBay fashion director (and former Sassy receptionist) Andrea Linnett as a contributor.

    Next up will be the teen site and magazine with Tavi, which the blogger told WWD would center more on school schedules, and focus lifestyle categories around a changing theme:

    “Maybe something like teen movies, and then there are tributes through fashion editorials and someone writes about what this movie meant to them and that type of thing and maybe we interview someone who was in one,” she said.

    The report also addresses the cacophany of voices weighing in on Pratt's potential for success in this latest go-around. While her print magazines have become canonized by a certain set of female zeitgeist, and credited for influencing currently popular outlets like Jezebel, for one, Pratt's forays into TV and radio haven't stuck as much (and, the magazines did ultimately fold).

    Pratt, naturally, is confident, even if she's been less outspoken than usual herself, releasing just a few words about the upcoming initiative. As she told WWD: "Everything I’ve done in my career has been about gathering strong voices and making them more mass. This is the perfect fit. It feels like the technology has finally caught up with what I always wanted to do.”