MAGAZINES' STARS OVER THE LONG HALL

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Three were inducted into the American Society of Magazine Editors' Hall of Fame at last week's National Magazine Awards (see "For the Record," Page 48). The playboy of magazine editors, Hugh Hefner, upon receiving his tribute, said: "It has to be something pretty special to get me out of my pajamas. And this is." Hef drew big laughs. Inductee and Ms. founding ed. Gloria Steinem encouraged people to think about starting magazines that don't accept advertising. Presenting her award was octogenarian economist John Kenneth Galbraith. Also entering the Hall was Byron Dobell, former editor of American Heritage and Esquire.

We're off to see the lizard

Sony synergy lives. When Sony's "Godzilla" outdoor boards come down, some boards will take their place keeping the flick's "Size does matter" line -- but advertising Sony's svelte new VAIO notebook PCs. Sony likes the irony of running the tag to pitch a great big movie and great small gizmo. Sony studio operatives nixed as too obvious an idea to use the size line for Sony big-screen TVs. Another small product, MiniDisc, will get a summer print campaign featuring the lizard of ooze and ahs.

From S.D. to the rescue

Ex-Gateway mktg. chief Jim Taylor, who takes over marketing at Iomega May 11, doesn't foresee a review of longtime shop Euro RSCG DSW Partners, Salt Lake City. "I don't think you see that," he says. "I love those guys." But count on cuts in the $100 million budget; talk inside DSW is spending could fall 40% as Iomega brings spending down to reality. Taylor says he will review the budget and strategies, so some changes are certain. "If it isn't broken, don't hire me," Taylor says, "because I will fix it anyway."

The I in IDG, the U.S. in ZD

International Data Group's Pat McGovern figures the U.S. accounts for just 37% of the world information-technology market and bets that will fall to 20% in 10 years, meaning tech companies betting only on the U.S. are missing the boat. Is IDG prepared? Yep. An IDG insider says its non-U.S. operating profits last year exceeded U.S. operating profits for the first time. Newly public Ziff-Davis, in contrast, is for now a play on the U.S. market. ZD's U.S. business last year kicked in 98% of operating profits.

BBDO prowls . . . Postaer genes

BBDO is sniffing around Dell, where former Pizza Hut client Scott Helbing now is a VP-advertising. The BBDO office in question is N.Y., not longtime Apple shop BBDO/L.A. . . . Steffan Postaer (Burnett) won the MPA's $100,000 Kelly Award to beat out 24 other finalists -- including brother Jeremy ( Goodby) and dad Larry (Rubin Postaer). So who's the most creative Postaer? "Of course it's me," Larry says. "I created all of them. It's my sperm."

Compiled by Bradley Johnson with news from Alice Z. Cuneo, Ann Marie Kerwin and Jeff Jensen.

Got an Adage? Tell Brad by phone, (213) 651-3710, ext. 111; fax, (213) 655-8157; or e-mail, brad@crain.com.

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