"In his new role, Mark will build on Life & Style's current success and reputation by bolstering the magazine's style coverage and continue to deliver breaking celebrity news," CEO Hubert Boehle said.
Of Ms. Birnbaum, the company said only that she is leaving, but an insider said her vision for the title didn't include much more style coverage than already exists -- and that she was informed of her ouster this morning. She could not be reached for comment.
Bauer depends almost entirely on newsstand sales for revenue but is trying to develop a bigger advertising base. The masthead change, in fact, comes less than three weeks after another shift at Bauer, one that gave delivered separate publishers to Life & Style and sibling In Touch Weekly. The titles had previously shared a publisher in Bob Davidowitz, who left the company as part of that move.
"This is another move to continuously differentiate the title in the marketplace, both with readers and with advertisers," Mr. Pasetsky said today. "We believe there's a very big opportunity when it comes to expanding our style coverage on a weekly basis."
Mr. Pasetsky joined Bauer in 2003 as general manager of Life & Style. That post now disappears; Mr. Pasetsky will report directly to Mr. Boehle. Before Bauer, Mr. Pasetsky was president of Mark Allen & Co., which advised clients including In Touch, MTV Networks and Infinity Broadcasting.
Life & Style, which is already working on a redesign for its website, plans to introduce an e-commerce initiative and an expanded push into mobile during 2007.
Life & Style reported average paid circulation of 704,990 over the first six months this year, up 49.4% over the first half of 2005, according to the Audit Bureau of Circulations. It ran 378.9 ad pages from January through October, the fewest of any celebrity weekly but 17.7% more than it ran during the equivalent period in 2005, according to the Publishers Information Bureau.