Write on: Bergen BRADY'S BUNCH

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Quick now, all you Geraldo fans: do you prefer the sleazy Geraldo of yesteryear? Or today's respectable Geraldo who thinks he's Brokaw, wants to hug Bill Clinton, and may have wigged out? Replies may be published.

Petersen's Teen is hot. Linda Platzner says September ad pages are 41% up on the month last year. Rate base went to 2 million in July.

While Seventeen says its September number carries 201 ad pages, up 12%, and the biggest September in its 54 years.

Ran into Penton Publishing's CEO Tom Kemp at Michael's restaurant in Manhattan on the day Penton was listed on the Big Board. "I got to ring the (NYSE) bell this morning," said Tom. Congrats to Penton and to Mr. Kemp.

Name change for Ziff-Davis's Internet Computing. As of October, it'll be Internet Business.

No name change for Ken Wallace but the publisher of Prevention has a new Rodale title: VP-group publisher. During Ken's five years at the helm, revenues are up 104%. Year to date: Prevention's ad pages and bucks both 10% ahead of '97.

Louis Kona of Time Inc.'s In Style says its September issue just shipped weighs two pounds, 210 ad pages out of a total of 400. September pages alone are 52% ahead. Is this baby a winner?

Myrna Blyth's launch party for More magazine is Sept. 15.

The September/October Metropolitan Home is another winner with the largest ad page count in its 17 years, 157 pages. Issue theme? "elegant home renovation."

The Peter Georgescu ( Y&R chairman-CEO) roast is Oct. 19 at Windows on the World in Manhattan.

Bon Appetit's Exec Editor Barbara Fairchild celebrated 20 years with the magazine. Bill Garry, editor in chief says, "Let's hear it for Babs!"

Maybe it sounded absurd, "Murphy Brown" to 60 Minutes, but let me tell you: Candy Bergen can write. She did a terrific cover story for me at New York magazine about director Lina Wertmuller.

Re the 100 best novels column: Paul Mesches of Porte Advertising, New York, demands, "How can anyone skip John R. Tunis?" How, indeed? I comment.

On Friday Tennis magazine salutes the year's 24 top college players in ceremonies at Forest Hills (where they used to play the Open and still should!).

Two new hires at Modern Bride: Deborah Patton as marketing director and Debra Ballard as ad director.

Isn't there something slimy about these syndicated Dick Morris columns about morality?

U.S. News promoted Ian Keller to NY ad manager and Jeff Britt to international as sales chief.

Cheers to Keith Kelly of the New York Post on the Glamour magazine shake-up. The New York Times pretty much ran the press release; Kelly got Ruth Whitney at home and on the record with her gripes.

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