The last time we checked in on Jane Pratt‘s latest project, we learned that her new site — JanePratt.com — was separate from (but related to!) Tavi‘s teen ‘zine that will include web and print components. Now we’ve learned a few more details about JanePratt.com, most important of which is that it got a new name: xoJane.com.
Yes, pronounce it just like you see it: “ex-oh Jane dot com.” The site launches in exactly one week, and a spokesperson told WWD that the “warmer” name is more representative of the site itself. As noted in March, people weren’t thrilled with the original name, but we don’t think this one is much of an upgrade. It’s more than reminiscent of a certain primetime soap tagline (XOXO, Gossip Girl!), and is generally a bit cheesy for a site that purports to be for the “girl that is fortysomething and doesn’t feel fortysomething.”
Pratt had previously announced that Emily McCombs would be coming on board as managing editor and Cat Marnell would be the site’s beauty editor, but the latest round of hires comes from Pratt’s past. Christina Kelly is listed as an official contributor for the site, having been a deputy at both of Pratt’s former publications, Jane and Sassy. Eric Nicholson has been named “fashion director at large”; he was Jane‘s fashion editor up until it folded in 2007.
With the site launching in just seven days, the staff definitely sounds lean, but certainly equipped to execute Pratt’s vision. We’re excited to see what xoJane.com will look like when it’s unveiled next week, though we’ll have to wait until the fall to get a peek at Tavi’s venture. Sigh.