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I'll believe this when I see it. But inside Conde Nast there was buzz about Si Newhouse's extraordinary interview with New York Post Business Editor David Yelland. To the effect that, now having in place the editorial and business-side structure and people he wants, Si might begin handing over the reins to Jonathan Newhouse. Even before moving to the new HQ? He's astonished us before, but what a stunner if, at the top of his form, Si actually quit.

Dave Ferm reports smugly from his publisher's desk at Business Week that while Fortune and Forbes argue which one of them has the bigger circulation, it is Business Week that has the largest ABC-audited circulation of the three, at 893,000. And, says Dave, when you add in some 150,000 copies sold internationally, the worldwide rate base tops a mill. So there.

Mecklermedia Corp. of Westport, Conn., named Paul Bonington senior VP-group publisher of its mag group, which includes Internet World, Web Week and Web Developer.

This sounds like a winner, the new PBS series called "The Great War and the Shaping of the 20th Century," all about World War I. It's a BBC and KCET production with Britain's Imperial War Museum and will be aired over four nights starting Nov. 10. In addition to the old footage, Ralph Fiennes, Jeremy Irons, Martin Landau, Jane Leeves, Liam Neeson and Natasha Richardson portray actual historic figures (Landau, for example, as Woodrow Wilson, Irons as Siegfried Sassoon).

Jim Tricarico joined Inc. magazine as NY sales director.

And Health mag has a new NY manager, Joseph P. Priolo Jr.

Callaway Editions and Simon & Schuster will publish next month a vast coffee table book of the work of enfant terrible photographer David LaChapelle called "LaChapelle Land." LaChapelle's pix are pretty wild stuff but marvelously wrought here. The "Callaway" of the mix is Nicholas Callaway, who runs Callaway Editions in NYC and whose daddy makes the occasional golf club.

Peter King Hunsinger says Gourmet's current (October) number carries 212 ad pages, which he claims to be the largest issue ever from either a travel or food mag.

Elle Decor is also cooking! The October/November issue of the six-year old magazine was its largest-ever with 172 ad pages, reports Tracy Gavant.

There's a handsome new mag for men out called Icon. Top dog is David Getson and creative genius is John W. Duffy and ad director is James Belzer. David Geffen's on the cover of the prototype issue, which bills itself as a "thoughtstyle magazine for men."

I'll skip this one, the NY Press Club conference on journalism Oct. 26, featuring Ed Rollins. What can a sleazebag like Ed tell telling working newspeople and college kids?

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