TIME'S CUSTOM PUBLISHING DEALS MULTIPLY: PHARMACIA, TEAMSTERS JOIN ROSTER; 7 MORE CLIENTS POSSIBLE

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Time Inc.'s custom publishing division has added Pharmacia & Upjohn and the Teamsters' Central State Funds to its client roster, and seven more are expected by the end of May.

Separately, Time Inc.'s Parenting is said to be close to concluding a deal to custom publish a project timed to the launch of Toyota Motor Sales USA's new minivan, the Sienna, this fall.

Business is brisk enough that Tim Hildebrand, president of the custom-publishing division, said Time Inc. isn't interested in The New York Times Custom Publishing unit recently put up for sale.

MALE, FEMALE EDITIONS

The first issue of a quarterly for Pharmacia & Upjohn is now being mailed to customers of selected products, most likely Rogaine. The project involves male- and female-oriented versions of the magazine.

The Teamsters' project also involves a quarterly, built around health benefits and sent to pension fund beneficiaries.

Two of the coming new clients are said to be a financial institution and an insurance company.

Another possible project at Time Inc. Custom Publishing is a health title that would be customized for three different clients, said Scott Mowbray, managing editor.

"The health title focuses on total well-being. Wellness is defined pretty broadly to include physical and mental health. So we are pulling from many of the Time Inc. titles and from the photo library" to create it, he said.

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