Brady's Bunch

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Having worked for the firm of Vittorini & Anderson (a.k.a. Parade magazine) for 15 years, as Carlo Vittorini retires and Editor Walter Anderson takes over as chairman-CEO-publisher, this is my best Carlo/Walter story: High-school dropout Anderson joins the Marines, ships out to Vietnam, is swiftly sent back to the States as underage, hangs out in California, "picking citrus fruit to stay alive," until at 18 he rejoins, goes back to the wars, fights in great battles, makes sergeant and so on. Mr. Vittorini invariably includes this inspirational tale in his speeches. Until recently, when Anderson took Carlo aside after the usual oration. "Carlo," said Walt, "I've got to tell you. I never picked fruit." Vittorini was aghast. "But, Walter, you've listened to me telling that story for 19 years. You should have corrected me!" Anderson grinned broadly: "But it's such a great story, Carlo."

New custom-marketing edit chief at Hearst Magazines is Peter A. Janssen.

Lou Hammond PR in N.Y. has three new accounts, Radisson Aruba Caribbean Resort, RF Hotels and the College of New Rochelle.

Very eloquent Los Angeles Times book review by David Craig of "Last Climb," Everest, Mallory & all that.

On Father's Day (makes sense), a new mag and Web site called Dads will be launched. Eric Garland, formerly with Money, is editor and managing partner.

Not too early to start thinking about Oct. 3, 2001, 50th anniversary of Bobby Thomson's home run. Handling PR & marketing chores, N.Y. banker Charles McCabe and press agent Joe Goldstein.

Time Inc. and Fortune tapped Jim Aley as managing editor of their eCompany Now, a mag and Web site being launched this May in San Francisco. Lisa Bentley's publisher.

Incredible shrinking newspapers? The board of Newspaper Association of America approved smaller web widths. For guidelines only, they say.

Nothing shrinking at Wired, where the first quarter ad pages are up 72% over last year's with 451 paid pages.

The March issue of Elle, reports Carl Portale, will be the largest in its American history in ad pages, dollars and total pages.

Joining Redbook as associate publisher is Gregg Hano from Popular Mechanics.

Outdoor Explorer (Times Mirror Magazines) is blazing trails. They go to every-other-month publishing next issue and raise the base to 300,000.

New sales rep in N.Y. market for Entertainment Weekly is Michael Wolfe, who'd been selling Architectural Digest.

Health (Time Inc.) Publisher Mary Morgan says the March issue will carry 94 ad pages, up 23% over last year. First quarter also healthy, up 20%.

Publisher Andy Sareyan of the newest Time Inc. mag, Real Simple, says "It hits newsstand on March 27 and will be the largest launch issue in Time Inc. history."

Hemispheres, the United Airlines in-flight mag, hired Selby Bateman as senior editor.

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