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Where did America go wrong? The Aug. 22 issue of Rolling Stone (and surely other magazines) carried a doubletruck ad from Abercrombie & Fitch showing four young studs sitting out on lawn chairs with their trousers down around their ankles so they could show their skivvies. Abercrombie & Fitch, for God's sake! Next they'll be selling padded shoulder suits at Brooks Bros.

Next month Joe Dolce of Details is sending David Keeps to L.A. as their first-ever West Coast editor. Other changes have Sam Chick as new art director and Michael Hainey features editor.

Let's hear it for Parenting mag for getting right to the point. Their August issue cover story is entitled, "Toilet training made easy.*.*. 7 simple rules by Dr. Mom." And the cover shot? Little Michaela "tries out her new potty."

While focusing on that category, let's also hear it for newly promoted Steven Grune, ad director of Parents. Steve had been eastern ad manager and replaces Tom Morrisy, who left.

USA Weekend changing the guard with Editor Marcia Bullard also becoming new CEO and prez and Charles M. Gabrielson promoted to publisher.

More folks are reading Disney's FamilyFun magazine. In February they're increasing the rate base from 850,000 to 1 million. That's the sixth rate base increase in four years.

Warner Bros. sends out a press release for a new spy thriller about "Che" Guevara, whom I recalled as Fidel Castro's righthand man. But the release describes Che as "the legendary Argentine freedom fighter." Hell, all them countries down there look alike.

So recycling is important to our future? Don't tell New York City, which just announced it will cut back to every other week its pickups from half the city's households.

Health boosts its rate base next year from 900,000 to a million, says Publisher Amy Wilkins.

The classroom mag division of Scholastic Inc. named David Goddy VP-editor in chief.

Child magazine celebrating its 10th anniversary with the October issue, largest this year in ad pages with 85.

Jim Guthrie tells me Magazine Publishers of America is expanding its ad marketing program with the hire of Jeanne Cluess as sales development director. She'd been in top jobs at Hearst. Under her direction MPA plans more and better targeted sales pitches to agencies and clients.

Parade and its youth spinoff react will be carried weekly from Sept. 8 by The Buffalo News, circ 365,000.

John Fairchild must be preening. His W magazine's September issue carries 325 pages of ads, up 72% over the same issue a year ago. There's even a 30-page insert exclusive to W from Donna Karan "co-starring Demi Moore and Bruce Willis." What's up with these three? Earlier this month New York reported at a Hamptons party Demi was "repeatedly spanking Donna on the ass." Sounds pretty randy to me.

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