SOON ON A SCREEN NEAR YOU: Before Dawn Ostroff was hired to drum up entertainment business at Condé Nast, editors at 4 Times Square took the matter into their own hands. Coming up in January, Stefano Tonchi, Amy Astley and Brandon Holley, the editors in chief of W, Teen Vogue and Lucky, respectively, will star as themselves in a new ABC Family show, “Jane by Design.” The program follows a quirky teen who is somehow mistaken for an adult and lands a job at a fashion house, as an assistant to Andie MacDowell. “Lynn Hirschberg [W’s editor at large] is really good friends with the producer, Gavin Polone, and he wanted Stefano to do a cameo,” said a spokeswoman at W.

Holley will appear on the show and the magazine’s advertising side managed to make some money out of the arrangement. “This is a joint partnership with edit and business,” said a Lucky spokeswoman. The show approached Holley to have a cameo and ABC Family, which has advertised in the past in Lucky, has a buy in the magazine, on the Web and had exposure at this weekend’s Lucky Shops. Meanwhile, Astley will appear on the show later in the season. However, publisher Sabine Feldmann didn’t talk specifically about whether Astley’s appearance will result in an ad program for “Jane by Design” or ABC Family.

This story first appeared in the November 8, 2011 issue of WWD. Subscribe Today.

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