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How's this for a demographic? Mary Donahue Quinlan tells me the 18-month old Weekend Journal, which runs every Friday in The Wall Street Journal, has a circ of 1.8 million but a readership of five million, "one half of whom are millionaires." Wow! Joanne Lipman is editor of the section, which has 35 dedicated news staff (Patrick Reilly and Wendy Bounds the latest fulltimers). Ms. Quinlan, the GM who reports to Steve Howe, was brought in for the start-up because Paul Atkinson (now gone to AOL) thought they needed a consumer marketing type for the property. How's that working out? "Leisure travel's our lead category and fashion's next. So we're getting business the Journal itself didn't get. We also helped launch (this spring) the new Toyota 'Tundra' open bed truck, first truck ad in 110 years of the Journal." Most pleasant surprise?" Says Mary, "It made money after year one and they have two women running it."

Entertainment Weekly beefing up in Chicago-land, adding Eileen Cavanaugh as Midwest ad sales manager, and Scott McRoberts from Meredith Corp.

Anthony Lockhart and Harry Hutton knew all about Frenchy Bordagaray who played infield for the Dodgers et al in '30s and '40s.

David Carey reports from The New Yorker, "Mummies are hot now."

Now that Time Inc.'s Health is swallowing American Health, you'd expect moves to the upside. Publisher Mary Morgan doesn't disappoint: effective January Health's rate base rises 18% to 1.3 million. On the ad front, through October ad pages are up 24%.

At teen mag YM (Gruner & Jahr), Renee Moskowitz joins from Marie Claire as ad director. Year to date YM ads are down 13% vs. '98 (Seventeen's ad pages also off, about half that, while Teen pages are up a bit).

Meanwhile Teen People (with ad pages way up) names Debra Pickrel associate publisher-marketing.

Rick Johnson & Co., an Albuquerque ad shop with new ideas, gives one employee per year a week off and cash for an "enrichment trip." So far one visited a Hungarian circus and another a Paris monastery.

Wired, the Conde Nast mag, is on a roll, says Publisher Dana Lyon: "We just closed our biggest issue ever, October with 191 (ad) pages." Year to date it's up 23% over '98.

Yahoo! Internet Life, which claims to be "the fastest-growing magazine in the nation," is raising its rate base again in February to 900,000 from the current 700,000. Year to date ads are up too, from 309 pages to 480. It's not yet four years old. Paul Turcotte's the publisher.

A first grandchild for Parade's Walter Anderson. "Gramps" reports the birth of Jonathan Daniel Anderson Sept. 6 at White Plains Hospital, 8 pounds 7 ounces.

In an otherwise fine A&E special on "the rat pack," Sinatra's character in "From

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