Tavi first announced the project on her site in November, describing it as "Something that will use Sassy as a point of reference for the whole teen-magazine-that-doesn't-suck thing, and something in which Jane Pratt will take part, but something that is not trying to recreate the other something a bunch of us love and don't want to see copied."
So, what's the scoop? Zeke Turner writes:
In the tradition of Jane and Sassy, JanePratt.com will be built around voice-y, original writing. A mock tag line for the site has been pinned up in the offices of JanePratt.com on 28th Street and 5th Avenue in Manhattan -- "Slutty, Selfish, Self-Absorbed," a swipe at Cosmopolitan's "fun, fearless female" ethos. From the start, the site will be organized into different verticals, such as health, fitness, beauty, fashion, DIY and entertainment, according to one source who discussed plans for the site with Pratt.
Pratt will also be resurrecting a few elements from her now-defunct magazines, including her Ask Jane column; It Happened to Me, a confessional reader write-in column, and other light-hearted features that incorporate photography like Makeunder and Dopey Model Poses, written by Andrea Linett, the creative director of eBay fashion who was a receptionist at Sassy when it launched. Pratt has also, according to tradition, hired a columnist to write from a guy's point of view.
Mainly, we enjoy Tavi's enthusiasm about the whole thing (umm, because we're super-psyched for the launch. Quoth Tavi: "All of those New York writers in their 20s or 30s will probably tell you that Sassy made them want to work at a magazine or be a writer."). Among her duties will be maintaining a separate website and turning out a magazine:
"When I was talking with Jane about how I would be able to run it, we were thinking about how, you know, I have school and stuff," Gevinson said, "but that actually helped because the people reading it, the teenage girls, have school too. When you think about news sites and everything, they're being updated constantly. In our case, I think it's nicer to have fewer updates but features that have a lot of substance and are really special."