P.O.V., a 2-year-old young men's magazine, picked up the Egg name from Forbes Inc. and will bring the magazine back to life with modest goals and an updated editorial focus.
P.O.V founder and Publisher Drew Massey worked for Forbes out of college and said he modeled his company on Forbes Inc.
"Forbes is definitely my model. That's why we have Club P.O.V.," he said, a reference to an area in the magazine's offices that includes a bar and pool table, and where advertisers are often entertained. "We can't have a yacht, but we can have a bar."
FELLED BY RECESSION
Mr. Forbes, a bon vivant, lived to see only two issues of Egg published; the magazine later became a victim of a sharp downturn in magazine advertising.
In its first incarnation, Egg was a hip, oversized monthly edited by Hal Rubinstein, now editor at large for InStyle. The magazine built a buzz by publishing a cover photo of TV host Mary Hart's legs and sending Geoffrey Beene shopping with only $100.
While it will be updated for the '90s, several of the original editorial elements will be revived, including the Egg interview and "a List"-a seemingly arbitrary grouping of celebrity names.
Jim Mullen, an Entertainment Weekly columnist whose "Hot Sheet" first appeared in Egg, said he believes there's still a place for the magazine in the '90s.
"I think it could have continued if Malcolm had lived," Mr. Mullen said. "I'm guessing he would have made changes to allow it to keep going."
The new Egg plans to do things like send a writer on a blind date with celebrities like Ashley Judd and publish a "Calendar of Cool" to let readers know about the hottest spots on any given day.
Egg will be published twice next year beginning with an issue in the spring, said Mr. Massey, and will be polybagged with the 250,000-circulation P.O.V. The plan is to publish the title as a quarterly beginning in 1999.
"The P.O.V. reader does not need a monthly or weekly to tell him what's hot in nightlife," Mr. Massey said. "He doesn't want to plow through listings of everything out there. He just wants to know the place to go for the next three months. That's what we're going to do at Egg."
No editor has yet been named for the title.
FASHI0N, LIQUOR ADS
On the ad front, fashion and liquor are expected to be the top categories. Ad rates have not yet been set, but Egg will be sold as part of a package with P.O.V.
Egg is at least the second magazine to resurface after going under during the industry's last recession. The first was Conde Nast's House & Garden, relaunched last year.
"I think it's great when something gets a second chance," said Ingrid Sischy,