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Bad timing: Gurley Brown

Smooth sailing: NovogrodWho was the genius who scheduled the big Cosmo tribute to Helen Gurley Brown at the Waldorf in NY at precisely the same date and time (Oct. 31 lunchtime) as New York's Magazine Day?

Maybe I missed it. Has Jet rookie Keyshawn Johnson made the Hall of Fame yet?

Let's hear it for Janet Robinson, brand new prez of The New York Times. Janet's been in charge of advertising as senior VP up until now. The Sunday magazine, incidentally, scored its biggest issue in 15 years on Sept. 29 with 137 ad pages out of a total 218. Fashion, auto, financial and liquor were the big categories.

American Heritage promoted Christopher M. Cimino to national sales manager for its custom publishing.

Big doings next month when McCall's celebrates 120 years of publication, closing the November issue with 103 ad pages, up 12% over last November. Roseanne's on the cover.

The Marine Corps Gazette, reports Bill Hughes, just published (September) its biggest issue ever with 32 display ad pages and more net bucks than ever before.

Publisher Joan Sheridan LaBarge says Family Life (acquired 18 months back by Hachette) delivered 417,000 copies per average issue in the first half of this year, a bonus, and 16% ahead of the circ a year ago.

They'll be celebrating Halloween early this year, Tuesday Oct. 22, when GM, Hearst Magazines and the Cosmetic Executive Women Foundation host a fund-raising trick or treater to benefit "Women in Need." It'll be at the GM Building and FAO Schwarz (they adjoin) on Fifth Ave. in Manhattan. For info, call 212-649-2581. Kids come in costume.

Editor Nancy Novogrod and her Travel & Leisure crew take over the QE2 Saturday evening, Oct. 19, to celebrate the monthly's 25th anniversary. Eartha Kitt entertains.

Golf Magazine has established a scholarship in the name of its late publishing director, Peter Bonanni, and this past weekend at the JAL Big Apple Classic made its first award to Erika Green of L.A.

Henry Luce, who founded Fortune, grew up in China and was always sort of nuts about the place. Starting next month Fortune China will be published five times a year with CCI Asia Pacific Ltd. as its licensee. Initial circulation is planned for 51,000 copies.

Steve Howe wasn't born in China but in New Canaan, Conn., "that teeming womb of publishers and space peddlers." Nonetheless, he is the spanking new ad director of The Wall Street Journal.

Michael R. Bloomberg will unveil his new mag, Bloomberg Personal, Oct. 16 at his 499 Park Ave. HQ over a glass.

Gourmet this month will put out its biggest ad page issue ever, a single-topic "restaurant issue."

Its 100th anniversary issue in November will be House Beautiful's biggest in ad pages since 1967 and the mag's biggest-ever revenue generator.

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