Brady's Bunch

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It's five years since Myrna Blyth took time out from running Ladies' Home Journal to create a bimonthly magazine for Meredith Corp. called More and aimed at women "40-plus." And we all went, "ho hum." Well, they're booming along with a rate base that's now 850,000, going to 900,000 next February and planning to hit a million that September. "And," said Publisher Carol Campbell over lunch in Manhattan, "ad pages through June are up 40%." Big ad categories: beauty/fashion, health, entertaining, finance, home stuff. Founding editor Susan Crandell likes their audience. Not just the healthy demos (median income is $119,384) but the fact her readers "are confident, they've been knocked around a bit, they know who they are. We have service features but we're not a service magazine, we're lifestyle." And they love Jamie Lee Curtis, who won them a lot of ink (by posing in her underwear, and not very glamorously at that) last year, and will be their September cover girl again.

The Geico commercials with the lizard are cute but the one with the inmate and his lawyer is brilliantly cast and directed.

Alyce Alston, publisher of W, tells me biz is looking up with April ads up 40% and year to date up 13%. She says hers is the only fashion book nominated for a general excellence National Magazine Award. I still think 44 pages of Madonna was un peu trop.

At Atlantic Monthly, first quarter ad pages are 32% ahead. Elizabeth Baker Keffer & Co. are cooking.

Restaurateur of distinction Michael "Buzzy" O'Keeffe will be honored May 21 at the Sky Club in Manhattan by Cardinal Egan and Lincoln Hall, a school for troubled boys in Westchester. Buzzy is himself occasionally troubled but he cooks his way out of it.

Runner's World mag tells me it's 35 years since Editor Amby Burfoot actually won the Boston Marathon (he ran it again this year). Now there's an editor who knows his stuff!

Washingtonian mag's Jack Limpert tells me they've brought Bob Berkin aboard as design director. Berkin was Ben Bradlee's graphics guy at the Wash. Post. Jack says his mag's doing fine, renewal rate 80%-plus and ad pages topping 100 every year.

Drat & darn, I missed the premiere of the Fox Monica Lewinsky show that 12 million viewers found on the dial.

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