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Can it be? A Miami Beach pal, in business down there, tells me: "South Beach is over."

You may not recognize the name but inside Conde Nast Lynn Heiler is hot stuff indeed. Having acquired Bon Appetit along with Architectural Digest, the company seemed at a loss as to just what to do with them. Then along came Lynn, who last year was Conde Nast "publisher of the year" for the revamp and revival job she and Editor Bill Garry have done. I had lunch the other day with Ms. Heiler at Circo in Manhattan and even the great Sirio Maccioni (his sons run the place) came over to help with the selections (I had Mama's Ravioli). What Lynn's served up at Bon Appetit this year is even tastier: a 15% gain in ad pages over '95 and paid circ. up nearly 4% to 1,170,716.

Let's hear it for the great Bernie Flanagan of The Wall Street Journal. Corporate VP-marketing, ad sales whiz and all 'round good chap, Bernie retires at year's end at age 65. But if you thought you were rid of him, think again. Mr. Flanagan will continue to rep Dow Jones and the Journal, organizing and moderating panels and attending industry functions. Did I hear a cry of "Fore"?

Looks as if Walter Anderson's latest book, his fourth, is going to be the big one. Titled "The Confidence Course," to be published in February by HarperCollins, it's based on Walter's lecture series at New York's New School. The Book-of-the-Month Club has already snapped it up, The New York Times Syndicate will market it to newspapers, and Self and the late Dr. Peale's magazine, Guideposts, will excerpt. In his day job, Anderson edits Parade.

Onward and upward with Martha! Martha Stewart Living effective February will boost its rate base an astonishing 21% to 2 million. That's four rate base increases in a year.

TV Guide's Editor Steve Reddicliffe grabbed Joe Queenan as a columnist. Joe's been a contributor to People and will continue to write for GQ. Funny guy.

Details Publisher Gina Sanders seems to be getting the 6-year-old book on track. For the first time, ad pages will top 1,000 this year (1,037 to be precise) and from August through December each successive issue topped the same month a year ago in pages.

Big doings tomorrow lunch at The Plaza in NY when all those hotshots under 40 are inducted into the Advertising Hall of Achievement: Scott Bedbury of Starbucks, David Carey of House & Garden, Tony Dieste, James L. Harrington of Delta, Linda Srere of Y&R and David Verklin of Hal Riney.

Promoted to director-client services is Paul Velardi at FoxPavlika & Partners, the NY ad agency on Park Ave. South.

Media consultant Jane Twyon has a new directory called "Target Source" for marketers and advertisers to enable them more specifically to reach Hispanic, Asian-American, African-American and other ethnic consumer groups. For info, fax Jane at 212-737-1978.

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