THE STEWARTS

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JIMMY'S WAY: Maybe George Bailey from "It's A Wonderful Life" should have gone into the home improvement business after his fateful Yuletide encounter with heavenly forces. True, Martha Stewart has built a marketing empire by helping people craft wonderful lives for themselves. But even her charmed life can't compare to that of Jimmy Stewart's-especially around Christmastime.

According to the People/Yan-kelovich POP Monitor Profiles, which measures the overall star power of 1,000 celebrities on 14 different attributes, Jimmy would be a more welcome holiday guest at many homes. He also, surprisingly perhaps, has greater endorsement appeal. Men and women both say Jimmy's product-pitching clout outranks Martha's.

While neither is especially "hot," Jimmy is considerably more "cool" and "fun" than Martha, who ranked below-average among all celebrities in both categories.

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