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Weider Publication's long-awaited launch of Jump is finally here, with an editorial emphasis not on sports and fitness but on body image and a get-off-the- couch-and-do-something attitude.

The September/October issue of the title for teen girls, with 39 ad pages, features a gatefold cover that was sold to the National Fluid Milk Processors Education Program for its "milk mustache" campaign. Other initial advertisers include Nike, Reebok International and Bonne Bell.


Jump grew out of a study sister title Shape did with the non-profit Melpomene Institute.

That study found girls between the ages of 11 and 17 are particularly sensitive when it comes to remarks about their bodies. But girls who were physically active and/or highly active in school or community activities were less likely to view their bodies negatively.

From those findings, Shape's editorial staff began exploring editorial approaches to encourage teen-age women to get involved, especially in sports.

"We didn't want to turn off girls who weren't athletic, however," said Editor in Chief Lori Berger, who formerly had the same title at Sassy. "Because of that, we tried to take a real lifestyle approach, and give it a little edge."

Initial rate base is 300,000, and Weider has committed more than $20 million to the launch. Jump will publish every other month this year, and then increase frequency to 10 times in 1998.

The b&w page rate is $8,000; a color page is $10,000.

Next year will bring another new teen title into the market, when Time Inc. launches Teen People in February. Next month, Bauer Publishing will launch Twist

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