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Memo Pad: Life On The Web... Exits At Marie Claire...

Jane magazine is closing with the August issue and Conde Nast Publications will shut down the Web site Aug. 20, but another company Web site for young women has endured far beyond its magazine's lifetime.

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LIFE ON THE WEB: Jane magazine is closing with the August issue and Conde Nast Publications will shut down the Web site Aug. 20, but another company Web site for young women has endured far beyond its magazine's lifetime. YM.com, the digital home of the teen magazine bought and shuttered by Conde Nast in 2004, is seldom remembered, except, perhaps, by its ardent online community, and by the individuals who post on teenvogue.com and have battled it since last winter.

If the YM posters are, as they claim, teenage girls, their memory of the magazine may be foggy. Remaining YM subscribers were moved to the Teen Vogue database, the main impetus for Conde Nast's purchase. (WWD is also owned by Conde Nast). Although the properties' corporate connection is unknown or irrelevant to each community, magazine brand identity is peculiarly strong for posters. Teen Vogue's members, a YM poster explained, are "rich girls mostly who don't give a blank about anyone but themselves and their credit cards." One poster, describing herself as a "proud Teen Voguer" didn't exactly dispel the stereotypes by claiming, "the YMers don't have a heart, they are jealous of us because we have style, and they do not." Yet another taunted in May: "Which magazine is still printing?"

The first teenvogue.com invasions — for the uninitiated, invasions are Web community disruptions — appear to have begun on YM.com late last year, and persisted through last month. The chosen tactics were summed up by a poster: "Basically all we do is act like psycho stalker sex crazed rapist-murderers or really stupid girls or people who eat too much and start fights and type annoying and get on the general YM's nerves."

In planning one such invasion, poster "Luv_Thakoon" proved that brand name-dropping didn't end with her handle, promising to pose as "a girl who would die if Abercrombie didn't exist and shops there all the time and thinks shes [sic] sooo original." But it would be hasty to assume that YM.com members are girl-next-door types bullied by brutal fashionistas. Postings suggest that, in an early round of war, YMers counter-invaded the Teen Vogue forums with post after post of pornography, since deleted by administrators.
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