Brady's Bunch

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In 1918 at 11 in the morning on this date, the guns fell silent along the Western Front, ending the Great War, then optimistically termed "the war to end all wars."

Jack Kliger, president-CEO of Hachette Filipacchi Media U.S., and I lunched at Bernadin. Over an excellent 1999 Burgundy (he calls it one of the truly great Burgundy vintages, much as 2000 will be an historic Bordeaux year), Jack said he's serious about shifting more magazine costs to the reader and less to the advertiser. The French do it, don't they, a roughly 70/30 ratio. In this country we do it the other way `round, 70% to the advertiser. The problem, he concedes, is maintaining the rate base while you attempt to change things.

Woman's Day hands out its annual awards to "women who inspire us" at The Pierre Nov. 20.

Anne Zehren, the former Teen People publisher who is a dandy, assures me in writing her much gossiped-about "sabbatical" is really a three-month vacation from Time Inc. ending, "when I'm back at work in February."

Tonight at W Hotel on Park Ave. South, Esquire salutes "the best and brightest" of what it calls the leaders of a new generation.

Peter Herbst, editor of Premiere, says besides his own monthly, the best Hollywood reportage is being done by Vanity Fair, Variety, and People. Premiere ad pages are up in December a socko 65% over last year. Fourth quarter will be 35% ahead and the total year will be "flat" with 2001. Very nice late-inning comeback.

Good Housekeeping and GE team up today at Carnegie Hall to salute "Heroes for Health." Matt Lauer presents the awards. An Ellen Levine idea I take it.

James G. Elliott Co. in L.A. offering a package deal. With a single insertion order and one set of ad material it'll place your advertising in five journals put out by professional organizations (AMA, Bar Assn., IEEE Spectrum, etc).

Here's a tempting offer: Elle International (35 editions worldwide) is hosting a steamship cruise out of Manhattan May 7-10 for "senior level marketers" for conferences and supplier networking. And it's comp!

Ms. Magazine again in difficulty? Maybe they can get Rosie to lend a hand. Failing that, she can help them close it down.

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