Still, Jane Publisher Lorin Litner said no guaranteed rate base has yet been declared for the start-up. That decision will be made after the first two issues, she said.
DEBUT HAS 115 AD PAGES
The lack of a rate base hasn't stopped advertisers from giving the magazine a try. The first issue carries 115 ad pages, led by a front-cover gatefold ad for Guess? jeans. Other advertisers include Calvin Klein Jeans, Estee Lauder Cos., Ralph Lauren Polo Jeans, Lancome, National Fluid Milk Processors Education Program, Nike, Prada, Revlon, Timex, Tommy Girl fragrance from Tommy Hilfiger and Visa USA.
A color page is being sold for $28,600, while a b&w page is priced at $21,450.
The cover price for the premiere issue will be $1.95, with subsequent issues priced at $2.95. A November/December holiday-themed issue will appear this year before Jane increases frequency to 10-times-yearly in 1998.
The magazine's launch is being supported with a $5 million promotional consumer and trade campaign, primarily consisting of transit ads on buses and in bus shelters and wildcat postings in New York and Los Angeles, as well as outdoor boards in Times Square and on Sunset Boulevard. The campaign, using the "Hello, my name is Jane" tagline, was created by Number Seventeen, New York.
Jane is also getting help from Fairchild owner Walt Disney Co. Disney's ABC Radio Network will air 30-second spots for Jane, and Ms. Pratt will make an appearance on ABC's daytime soap "All My Children." The radio spots were created in-house by the magazine.
BATTLING 'GLAMOUR' AND 'COSMO'
Jane will be fighting for twentysomething women readers with Conde Nast Publication's Mademoiselle, which has a circulation of 1.14 million, and Glamour (circulation: 2 million); and Hearst Magazine's Cosmopolitan (2.5 million) and Marie Claire (600,000).
Jane's launch was delayed several weeks amid rumors of creative differences between Ms. Pratt and the title's former art director, Alex Wiederin, who joined the Jane staff in May from Germany.
Mr. Wiederin has since been succeeded by Elizabeth Rodriguez; she works under the direction of VP-Design Director Edward Leida, who holds the same title at Fairchild's W.
Patrick McCarthy, Fairchild chairman and editorial director, said the delay was not due to creative differences but to a desire to postpone the launch until after Labor Day.
IOWA AUDIENCE AS WELL
Ms. Pratt said that under Mr. Wiederin, "the magazine was going too far away from its original vision, which is to be a big-circulation magazine.
"The goal is not to be a niche title, not to be only for the hippest women in New York and L.A.," she said, "but also for the woman out in Iowa."
The art direction for the first issue is "slightly edgy and forward, modern, but not too hip for me," added Ms. Pratt, a high-profile editor and failed talk show