Brady's Bunch

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Having confidently predicted women would never buy a magazine just about shopping, and having been proved wrong by Lucky, I was treading carefully over lunch with the two guys who run this latest Conde Nast mag called Cargo. Publisher Alan Katz, who made his bones as publisher of New York, is the cagey veteran of the duo, and 30-year-old Ariel Foxman, a Harvard man who worked with the great Lillian Ross at The New Yorker and was later a senior editor of In Style, is Cargo's founding editor. The mag, which calls itself "the new buyer's guide for men," targeting men 20 to 40 or so, launched with a March/April startup with 97 ad pages, ran another 80 pages in May/June and is promising to deliver a rate base of 300,000. The big news, say the boys, is that Conde Nast has already green-lighted an increase from six issues this year to 10 in 2005, a rather swift act of corporate faith in something so untried. The editorial material covers, and provides a value/quality assessment of, stuff from premium vodkas to flat-panel TVs, colorful men's underwear to new "muscle" cars. The trick is to show price, availability and everything else on the same page with the merch and not buried in the back of the book. And what does Abraham Foxman, national director of the Anti-Defamation League and recent sparring partner with Mel Gibson, think about Ariel's new gig? "I don't think Cargo is directed at him [Daddy is 64], but he's got a father's pride," says Katz for his modest partner.

Intriguing deal cut between Rupert Murdoch's New York Post and Si Newhouse's Parade (I used to be associate publisher of the Post and contribute weekly to Parade). Walter Anderson and Lachlan Murdoch did the heavy lifting, but the result is that for the first time in years Parade will appear in all of New York City (Newsday carries in its market). Said Publisher Randy Siegel of Parade, "The most popular magazine in America is now side by side with the fastest growing major metro newspaper in the country." First issue Sunday the Fourth of July.

Child does a nice spread on child-friendly living rooms barefoot kids can enjoy. Publisher Dave Mevorah says ad pages are up 8% through June/July.

Prevention closed the first half up 19.5% in ad pages. June was 49% ahead. Kate Kelly Smith's the publisher.

Oops, CEO of World Publications is Terry Snow. World just completed a Islands Magazines buy (AA, June 7).

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