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Which network sitcom will be the first to feature a heroine named Dot Com?

Love the new set of Cosmo ads, especially the one that has a lovely on the couch wondering aloud, "Is it better to have loved a louse than never to have loved at all?"

Boom times in a rocky market? Absolutely, at Dow Jones and The Wall Street Journal. Ad VP Paul Atkinson reports the Journal's advertising revenues jumped $60 million in the first half over the period last year. And the Internet-delivered WSJ Interactive Edition has half a million registered subscribers and 30 continuing advertisers, says Paul.

Here's Newsweek doing gangbusters (ending the first half with more ad pages than Time and lots more than U.S. News) and Joe Klein has to happen. Greg Osberg, VP-associate publisher, had no sooner sent along a report on Newsweek's promotional efforts (Mezzina Brown's the ad agency) and warm words about their "dream team" of political pundits, Eleanor Clift, Jonathan Alter, Howard Fineman and the appalling Mr. Klein, when Klein with a nervous giggle admitted he'd been lying all this time to colleagues and pals about his "anonymous" authorship. I'm sure his next work of fiction will make him even more money and that he will now have the decency to turn in the old press card.

Both Gil Gross and Dave Ross do a nifty job filling in on CBS radio for the great but vacationing (I assume he's at his place in the South of France knocking back the old vin rouge) Charles Osgood.

Did you know there's an online service for fly fishermen? Cowles, which publishes Fly Fisherman, just acquired it from Mike Tucker and Greg McDermid, who'll continue to direct "The Virtual Flyshop."

The American Marketing Association published a provocative piece by strategist Steven Cristol and former Coca-Cola marketing star Peter S. Sealey in which the two argue that with too many brands, sizes, flavors and other options, savvy marketers ought to rethink the whole situation. Sealey points out Coke itself was once available only in one form and one size, the 61/2 oz. bottle. Today there are 50 packaging and nearly a dozen product variations. Since leaving Coca-Cola, Peter Sealey became exec consultant to the president of Sony New Technologies in N.Y. and also consults with several California high-tech firms.

Fish story: Spin magazine promoted Mike Fish to fashion director.

Advertising Women of N.Y. will salute John Mack Carter Sept. 11 at a private residence in Manhattan.

There's a new weekly newspaper called The American aimed at Yanks traveling or living abroad. Comes out every Sunday. Nice looking job. Prez & publisher is Hesh Kestin, editor is Lew Serviss. Their HQ is 110 Mill Road, Westhampton Beach, N.Y.

David Pecker and Steve Florio smoked the peace pipe, buried the hatchet, had lunch with no food-tasters present? That's what I hear.

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