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Brady's Bunch

By Published on .

Tom Florio is one men's mag publisher who's not bashful about mentioning the opposition. Tom says, "With all the repositioning of Esquire, Men's Journal, Men's Health and the buzz of Maxim, the advertisers voted with their checkbooks and Art Cooper is their man!" What has Tom so enthused is the September issue of GQ (edited by Mr. Cooper), a 450-page book including 295 ad pages, "the most run-of-book advertising since 1989." Through July, Florio says his (and Cooper's) mag "leads the category by more than 300 ad pages."

Firing a broadside of his own is Men's Journal Publisher Bob Gregory. Says Mr. Gregory, "Our September 2000 Style & Design issue . . . is our biggest book since the magazine's launch in 1992, weighing in at 158 ad pages. Fashion, our top category, is up 53% over '99."

Meanwhile, Maxim filed an Audit Bureau of Circulations statement showing average paid sales of 2,157,325 copies.

Redbook nailed a good one for its Sept. 6 annual "Mothers & Shakers" awards lunch at Lincoln Center. Keynote speaker will be Colin Powell.

Buena Vista Magazines (Disney) promoted Michele Eldon to group marketing director.

Men's Health (Rodale) now has a teen spinoff, MH-18. Debut issue hit newsstands last week.

A Business Week scoop? It reports federal "safety sources" are looking into whether Ford Explorers are "too heavy" for those 15-inch standard equipment Firestones.

Southern Living, the Birmingham, Ala.-based Time Inc. mag, named Rich Smyth (with a "y") VP-publisher.

Another canny pickup by Fairchild's Mary Berner: former O Publisher Alyce (also with a "y") Alston, taking over at W.

Living on Long Island and starved for music of the '40s, '50s and '60s? Catch WABZ in New Haven, Conn. at 1300 AM. Long way off but it's got a strong signal and also carries minor league baseball, the New Haven Ravens.

Hachette Filipacchi Magazines CEO Jack Kliger issued a progress report on ad pages for the first half: Woman's Day up 9%, Popular Photography 10% ahead, Elle, soon to mark its 15th anniversary in the U.S., up 3%.

On June 1 the New York Post spun off Sports Week, which comes out every Thursday with a $1.50 cover price. I called the Post's publisher and editor in chief, Ken Chandler, to find out how's it doing. "We're averaging 42,000 circulation and all the ads are new business. We have a firm rule, no shifting pages out of the daily paper. We budgeted 48 total pages per week but have gone as high as 56. Ad pages were budgeted very conservatively at five per week. This past week we ran seven full pages plus broken space. We've just started three weeks of radio commercials leading up to football." Could other big city dailies emulate? Chandler doubts it. "New York is different. And for us, it's a natural brand extension because the Post's always been so strong in sports, and I don't believe any other U.S. city has two local big league teams in every major sport as N.Y. does."

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