IT'S ABOUT `TIME': PEPE BRADY'S BUNCH

In what top brass at Reader's Digest are calling the magazine's "biggest move since we first started running advertising in 1955," they're dropping the index from the front cover effective the May issue in all 48 editions worldwide (total circulation 28 million copies) and giving the entire magazine a Roger Black redesign. Only the traditional size of the monthly will remain the same, according to Worldwide Publisher Gregory C. Coleman. The index will move to a spread inside. The cover will be dominated by a centrally focused -- and in most cases -- individual photo. Coverlines will continue. Inside, the typeface will change and more original photos will be used as opposed to art. "We've researched these changes for two years and have run actual tests in Sweden, New Zealand and France," said Mr. Coleman. "For May and May only, all covers worldwide will be identical for maximum impact. [Editor in Chief] Chris Willcox is totally on board with this and it went right up to [Chairman-CEO] George Grune, who's very much for it. We've given sneak peeks to the advertising community and reaction is terrific." Exactly a month from now (April 30) is the annual Juvenile Diabetes Foundation Publishing Industry Ball at the Pierre in Manhattan. All the industry's heavy hitters make this one. For info & tix: Kyler Henwood at 212-689-2860 or New York PR woman Eve Siegel (she works pro bono for JDF at 212-688-4598). BSMG Worldwide (nee Bozell) upped Steve Lombardo to prez-CEO of its KRC Research. Here's a stunner: among the chief speakers at the June 18-21 American Advertising Conference in Minneapolis, Phil Guarascio of GM. GQ Publisher Richard "Mad Dog" Beckman boyishly confessing to pals, "oh, I did something naughty," in going on the record with the New York Observer with critical remarks about Esquire and its publisher, Valerie Salembier. "Mad Dog" is about as innocent as Tamerlane. Big boost for Time Inc.'s Michael Pepe, just anointed prez of the business info group comprising Fortune, Money, Your Company. Elle named a new fashion & style editor, Sally Singer. She's been with British Vogue and is reputed to be a splendid writer. Another rate base increase for Mary Engelbreit's Home Companion (and I'll buy a sub myself if they'll shorten that title!) to 350,000 effective the August/September number. Ellen Levine's Good Housekeeping teaming with ABC News' "Primetime Live" for a series examining a range of consumer issues. Big doings April 2 in Manhattan at the Metropolitan Club celebrating publication of Nancy Lindemeyer's new book, "Jenny Walton's Packing For A Woman's Journey." "Jenny Walton," in case you don't read Victoria, is editor Nancy herself. And what Nancy (or "Jenny") produces is one of the mag's best read features. Crown's publishing and Nancy will do a book tour. Self's taking over Caroline's Comedy Club on Broadway for its April Fool's Day party. No fooling.

IT'S ABOUT `TIME': PEPE BRADY'S BUNCH

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