Having proved a huge hit in North America, say the publishers, Jane Pratt’s online home for independent, opinionated and passionate women, xoJane, will be now be localised for UK readers.
xoJaneUK promises the same fresh, funky irreverence that has made hundreds of thousands of American women identify so closely with its US sister site, now with its own distinctly British twist. To guide the site through its launch and to ensure it appeals to its UK readership, Pratt and her team have appointed former Handbag.com editor Rebecca Holman to take the helm as editor-in-chief.
Commenting on her appointment, Holman (pictured) said: “We want to open an ultra-personal dialogue with British women by presenting a level of intimacy and honesty never seen before in UK media. We want to create a place where women can really be themselves and celebrate the contrasting emotions we all share to prove that it’s fine to be upfront, yet vulnerable and caring, while making room for plenty of ‘me’ time.”
Fashion, beauty, love, sex and celebrity will be the key touch points, which Pratt, the former editor-in-chief of Sassy and Jane magazines, has so skilfully mixed into a potent cocktail in the US, thanks to a double-shot of wonderfully provocative content from writers with personality to spare. Meanwhile, the interactive nature of the site will allow for xoJaneUK editors to create deeper, more meaningful relationships with readers.
Pratt added: “We’re really excited to be launching in the UK. xoJane has always been about trying to reach women in the most intimate way possible and I’m delighted that Rebecca is on board to help us. Her experience of connecting with women in the UK not just through Handbag.com, but through her work for both ASOS and Cath Kidston magazines makes her a really valuable asset for us.”
On the launch of xoJane’s UK site, SAY Media President Troy Young said: “Since we launched xoJane in May of 2011, it has quickly become one of the most engaging sites on the Web. Through its collection of honest and authentic voices, xoJane has developed a community of passionate readers that care deeply about the content. Launching a UK site will continue to broaden readership in new markets.”
xoJane is part of SAY Media’s Style channel, which includes top fashion and beauty sites Fashionista, Honestly…WTF, Cupcakes and Cashmere, Red Carpet Fashion Awards and more. With more than half a million unique monthly visitors, xoJane attracts some of the top advertisers in the U.S.
