MEDIUM OF THE MONTH. Mademoiselle is loud but lacks the sophistication of its Conde Nast relatives. By FELIX SALMON. Fashion, beauty, relationships, health, fitness, careers. Daniel Ligani, associate publisher of the US magazine, Mademoiselle, is listing the title's basic editorial menu. It's not very different from other women's magazines and that seems to sum up Mademoiselle. But the title knows exactly who it's targeted at. It's not a teen magazine but the next step up. The readers are in their 20s. 'They are first-time adults,' Ligani says. 'They're single, and if they're not single they're married but without children.' Mademoiselle feels like a teen magazine, only with more emphasis on sex and careers. It's relentlessly upbeat, with liberal use of exclamation marks and bright colours. The pages of fashion to buy are kept in the affordable range, while the fashion stories are very simple, with the emphasis on representing the clothes rather than on interesting photography. Recently, Mademoiselle has gone internet crazy, with web addresses attached to every article. The October issue even comes with a separate 50-page magazine, Click Here, which calls itself 'the world's first women's magazine devoted to computers and the internet'. Unfortunately, Mademoiselle's own website is very thin, failing even to reproduce the multitude of web links found in the magazine. Mademoiselle is published by Conde Nast, home of Vogue, Vanity Fair and The New Yorker, and is attempting to poach Mandi Norwood from the UK's Cosmopolitan. 'It's a very important part of Conde Nast,' Ligani says. 'It's the entry point into the company for many readers.' But Mademoiselle isn't supported by Vogue's high-end advertising: the fashion ads stop with the likes of Guess. And about 40% of the magazine's ad pages are beauty products. Still, advertisers know who they're reaching. Mademoiselle's rate base has stayed around 1.1 million for more than a decade, and is unlikely to change soon. Its circulation is split 55/45 between subscriptions and newsstand sales. MADEMOISELLE FACT FILE Publisher Conde Nast Publications Frequency Monthly Ad rate base 1,100,000 Full-colour page ad $55,910 Cover price $2.99 Subscription price $16.00 CAMPAIGN 22/10/1999 P26 (Back) to felixsalmon.com