It was a final gasp effort to save the popular sassy magazine for the modern girl. It failed, but it failed fucking magnificently .
Jane placed the ads in trade publication Women's Wear Daily, but the campaign could easily have doubled as a big consumer effort (which publisher Jane Pratt, unfortunately, didn't have the money for).
Luckily for you, I scanned almost all of them, because they're now hard-to-find internet collectors items.
The marketing positioning was sly: the first ad's (the only one I didn't scan, dammit) headline was:
She's read Kafka.
She's memorized Zoolander.
A week later, the above dichotomous execution ran.
And the two month media buy was off and running.
She called her keg stand position "Downward Facing Slutdog". Was that porn star Faye Reagan in the ad? Sure looked her.
Now, If she could burp Zoolander and tell filthy Kafka jokes, then I'd be a Jane man.
