BRADY'S BUNCH

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Look at the bright side. Claeys is going to have plenty of time being chairman of the MPA.

Ordinarily, when a big magazine changes its editor and its publisher both at about the same time, it spells trouble. Not so at Rupert Murdoch's TV Guide, which lost Publisher Mary Berner when Conde Nast dangled a huge offer to become publisher of cash cow Glamour and lost Editor Anthea Disney when she was promoted into a big new corporate job to take the company into the next millennium along the info superhighway. TV Guide responded by promoting from within (Ad Director Suzanne Grimes became publisher) and recruiting outside (Steven Reddicliffe of Parenting was named editor). I lunched with both at the Cote Basque the other day and can report: Ad pages this year are 3% ahead of last and revenues are up 6% despite taking a rate decrease of 7% back in July when they cut the rate base back to a more economical 13 million copies; the cover price went to 99 cents in February and the sub price is now $49.40 a year. Newsstand sales account for 35% of the total. On the editorial side there are now 119 separate editions, Steve's been hiring (Daniel Cerone of the L.A. Times most recently) and they've been breaking stories (a clear scoop on Mariel Hemingway's departure from "Central Park West" and another on Kelsey Grammer's two-day walkout). Not bad for a funny little 42-year-old magazine.

At the Washington bureau of the Los Angeles Times the other day they threw a little party honoring Jack Nelson, stepping down as bureau chief, and who dropped by and hung out for an hour but*.*.*.*Bill Clinton. Incidentally, now that the L.A. Times has reinstituted its Washington edition (briefly a victim of Times Mirror budget cuts), and assigned ad sales duties to the folks at John Fox Sullivan's National Journal, one source (exaggerating slightly, perhaps) says, "they've sold more ads in two weeks than the Times itself did in three years."

Big fund-raiser for Steve Forbes' presidential race Dec. 13 at the Waldorf in New York. Joan Rivers is the emcee and the hosts are Ace Greenberg of Wall Street, Leonard Lauder and Mrs. Milton Petrie. Recognizable industry folk on the committee include David Brown, Don Welsh, Ed Ney, Dave Mahoney, John Kluge and lots of Forbeses, including Steve's three brothers.

Publisher Roger Antin tells me Bride's magazine's upcoming February/March issue will be their biggest in 62 years of publishing with so many ad pages (847) Roger had to turn down a few advertisers so they could bind the book. Incidentally, they've quietly dropped that added title line about the "new home." Not that they aren't running a lot of tabletop and other home goods ads but just because the title was unwieldy.

NBC and Advertising Age joined forces to publish "Interact-The Annual Guide to New Media," a comprehensive guide to the field and its key players plus case studies of how new technology is changing the way products are marketed. All of that for $15.95. Order by calling 1-800-678-9595, ext. 623.

I dote on John Fairchild's W magazine but page after page without page numbers drives me nuts.

Entertainment Weekly promoted Richard Sanders to exec editor and Jeannie Park to assistant M.E. and hired Degen Pener as a staff writer.

The Good Housekeeping Institute and its seal are a big deal for Good Housekeeping mag. So they finally got themselves a dedicated sales exec for both the seal and the institute, Len Sesniak.

Joe Cappo, who monitors such things for me, reports on CNN they ran a box score for the Georgia Tech-Manhatten game and spelled Manhattan that way.

Aileen Gardner has been promoted to associate publisher of the Peter Li Education Group. They publish such titles as American Educator, American Teacher, On Campus and the like.

Mary Emmerling joined Ladies' Home Journal as a contributing editor writing on home design.

It's a "three-peat" for Woman's Day, which for the third year running sold more ad pages than any of the other "Seven Sisters" magazines, says Publisher John Fennell.

Michael Safran moves from Conde Nast to Seventeen to develop and manage the mag's music and entertainment accounts.

Playboy and Consolidated Cigar in Fort Lauderdale closed a deal on a branded line of premium cigars produced under the mag's name by Don Diego.

A 28-page promotional ad special in Forbes succeeded in raising $121,000 for the United Negro College Fund.

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