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Mister and missus North America and all the ships at sea, let's go to press. Flash! Inside The New Yorker, the magazine's president, Tom Florio, on the job 20 months, says they'll make a profit in '96, first time ever since Si Newhouse bought the famed weekly. Also next year, they'll cut back from 50 to 46 issues, adding single-themed double issues in February (on women), next October (presidential politics) and so on. Expect readers to shoulder more of the mag's costs with cover price going up soon from two and a half bucks to $2.95. Florio says conversion from discount subs to regular subs is running at 50% and routine renewals in the high 70s. A new Lou Harris reader survey is in and being digested. Cost cutting? How about no more Town Cars or digs at the Hotel Algonquin? Does editor Tina Brown (three years into the job) go along with all this? Well, Tina plus two editors write all those nifty cover lines for the newsstand and comp list issues and she's been meeting with agencies and major advertisers (first such session was with Grey) to tell them about the magazine and answer questions. As for that famous (infamous?) "women's" issue featuring vulgar, dysfunctional Roseanne next February, Florio says Roseanne's but one of a dozen women Tina is talking to about women's issues and concerns from "the trailer park" to academe and the penthouse, women who include Joyce Carol Oates, Anna Devere Smith, Francine De Plessix Gray, Janet Malcolm and Susan Faludi. Roseanne, needless to say, represents the trailer park crowd.

Dick Barthelmes says higher paper costs are forcing Travel & Leisure to boost ad rates 8.5% effective with their January issue. Also in '96 they'll celebrate their 25th anniversary.

The Advertising Council's 42nd annual public service awards dinner Nov. 15 at the Waldorf in Manhattan will honor AT&T Board Chairman Bob Allen. GM's Phil Guarascio is emcee and Alex Kroll is dinner committee chairman.

David Shaw, son of Angela Lansbury and Peter Shaw, is doing a TV film starring Boston Bruin hockey player Adam Oates, "The Winner," in which Adam plays, surprise! an ice hockey star turned TV personality. In his day job David Shaw is co-exec producer of "Murder, She Wrote."

Big doings Thursday (Oct. 19) at the New York Hilton where Meredith chief Jack D. Rehm is saluted by the American Jewish Committee with its 1995 human relations award. Mr. Rehm joined Meredith as an ad salesman for Better Homes & Gardens way back in 1962.

Parade Publications boss Carlo Vittorini wrote the foreword for "The Thread of Life," a collection of old Italian folktales just published by Crown and written by Domenico Vittorini, Carlo's late father who taught romance languages and world lit at the U. of Pennsylvania. Incidentally, the new Parade teen weekly react is now in 81 newspapers with a circulation of 4 million.

Oh, dear. In The Wall Street Journal story on the Wells Rich Greene exec suite shake-up, they had Ken Olshan saying he was "going to pour over the contract with my counsel."

Brainstorms, the holiday gift catalog put out by Marshall Cordell in Skokie, Ill., this year features chocolate sardines and Halloween costumes for your dog.

On a classier note, did you know Stanley Marcus of Neiman Marcus, now aged 90, published his fourth book this past spring and still writes a regular newspaper column for the Dallas Morning News?

The Travel Channel in Atlanta named Mike Carey VP-new media and GM of its online network.

Seventeen must be doing just fine. They're boosting their rate base in January by 2.5% to a cool 2 million copies. Are you stunned to learn ad rates will go up as well?

Darn & drat! I missed the Friars Club Oct. 6 roast of movie stud Steven Seagal by Uncle Miltie Berle.

WLVI-TV in Boston, a Tribune station, has a new GM, John J. Vitanovec. He'd been station manager of WGN-TV in Chicago.

There's a new magazine-format "guide" called Discover Horses out from American Horse Shows Association. They had a launch at the 21 Club. For info call Susan Harding at Fleet Street Publishing, (310) 977-3900, ext. 120.

More big news. Alison Tocci, the publisher, sends along the first-ever copy of a new mag called Brooklyn Bridge. It's all about.... well, Brooklyn, and is a handsome, slick, four-color rascal. Editor is Melissa Ennen and ad director Kevin Cox. They'll publish monthly and can be reached at 388 Atlantic Ave., Brooklyn, N.Y. 11217. Phone is (718) 596-7400.

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