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You've heard (more than enough) of the fabulous Florio brothers. The incestuous land of mags is full of sibling acts. But seeing three sisters in the biz is more unusual. Enter the Newmans: Nancy, 43, senior VP-publishing dir., PC Magazine; Jane, 45, reg'l mgr. in NY for Mature Outlook; and youngest Diane Bulmer, 38, publisher of Fitness. Combined '97 mag revenue: $450 million. (Nancy's book gets most of the credit.) Nancy started 15 years ago hustling Car & Driver classifieds. Nancy helped Diane get a mag job. Diane helped Jane. They freely trade tips. "Over matzo ball soup, we could ask, `What new accounts have you broken?' " says Nancy. "For me, I'd be very happy to get Nike and Reebok advertising. I'm not sure how I can put Depends in PC Magazine." The intensely competitive sisters prefer to work apart. "Have you heard of sibling rivalry?" asks Nancy. "We don't want to kill each other, because my mother thinks children should outlive their parents. So in honor of my mom, we decided we would never work at the same book."

Why Microsoft is not moving

Wieden & Kennedy/Portland just moved Microsoft global acct. dir. John Russell to Amsterdam. Mike Windsor, boss at M'soft agency Anderson & Lembke/SF, quit to join Ogilvy. M'soft moved ActiMates toy work from Campbell Mithun Esty/Minneapolis to Towne, Silverstein, Rotter/NY. Could this foreshadow a roster shake-up? No way, says M'soft VP Jon Reingold. "It's all purely coincidental," he says. "Both W&K and A&L have strong teams, and we continue to have complete confidence in them."

IDG soars as rivals slip

Ziff-Davis late last week crashed below $6 a share, far from April's $15.50 IPO; CMP Media has gone from last year's $22 IPO to below $9. Both attributed recent lousy quarterly results to ad cutbacks brought on by a soft tech market. Responds IDG prez Kelly Conlin: "That's not a trend felt by our companies. We've had our best year ever." He says privately owned IDG should post record '98 profit on revenue of $2.3 billion, up 12%. IDG's U.S. ad pages were up 6% in the first half, as CMP dipped 3% and ZD tumbled 13%, says Adscope. IDG's books business went public at $15.50 in July and by last week had slumped to about $10. Conlin repeats earlier comments that IPOs for "several" other units are "under discussion." So IDG really thinks it will float new stock in the current market? Well, no. Says Conlin: "I think the phrase is `Window shut.' "

Coke coup? . . . Wunder-jobs

Given that Bill Clinton seemed to spend as much time during his 4-hour grand jury video sipping Diet Coke as he did dodging questions, SF adman Tom Bedecarre wonders if Monica could advertise the soda. Says Tom: "I can imagine a TV spot with Monica Lewinsky singing, `Just for the taste of it.' " . . . Wunderman Cato Johnson is offering $500 bounty payments to ex-WCJ staffers who refer job candidates that get hired. "We think it's a fabulous idea because great people know great people," says personnel head Judy Magnus-Jackson.

Compiled by Bradley Johnson with contributions from Scott Donaton and Ann Marie Kerwin.

Got an Adage? Tell Brad by phone, (323) 651-3710, ext. 111; fax, (323) 655-8157; or e-mail,

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