KLIGER STEPS INTO KEY POST AT 'PARADE': CONDE NAST EXEC SEEN AS HEIR APPARENT TO VITTORINI

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In moving into the No. 3 slot at Parade, Conde Nast Publications executive Jack Kliger is being positioned as the heir apparent to longtime Chairman and Publisher Carlo Vittorini.

Mr. Kliger, 50, last week moved from exec VP at Conde Nast to the new post of exec VP at Parade. The move was said to have been initiated by Advance Publications Chairman S.I. Newhouse Jr. and is a step toward fulfilling Mr. Kliger's goal of running his own operation.

However, neither Mr. Vittorini, 68, nor Parade President John Beni, 61, has set a timetable for retirement.

EARNING THE OPPORTUNITY

"Obviously, I would like my performance to earn me the opportunity [to succeed Mr. Vittorini] when the time arrives," Mr. Kliger said.

Although he will have the same title as he did at sister Newhouse property Conde Nast, Mr. Kliger will have broader responsibilities at Parade, a national Sunday magazine with a circulation of 37.8 million through 340 newspapers.

"Jack and I have been colleagues for many years, and whenever I've had to do anything with Conde Nast, he has been my point man," Mr. Vittorini said. Mr. Newhouse "felt this would be a great opportunity for him. [Mr. Kliger] will be involved in everything he needs to be involved in."

Within Conde Nast, Mr. Kliger made it clear that he was eager to have more hands-on responsibility. Last week, he said the move to Parade "was [Mr. Newhouse's] idea. He spoke to Carlo and Steve [Florio, Conde Nast president-CEO]. Steve felt it would be a good move for me and wouldn't damage the operation here if I went there."

A veteran salesman, Mr. Kliger is likely to first focus on Parade's ad sales operation. Advertising Director Peter Quigley resigned last week, though a spokeswoman said the timing was "coincidental." Mr. Kliger will be involved in the search for a successor.

UP 8.8% THROUGH APRIL

After a decline in ad pages for 1996, Parade carried 225.6 ad pages through April, up 8.8% from the same period last year, according to Publishers Information Bureau.

Mr. Kliger was named a Conde Nast exec VP in 1994. Before that, he served as senior VP-corporate sales and publisher of Conde Nast's Glamour and GQ. Mr. Florio, known for taking a hands-on role with publishers, said he has no plans

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