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Lingua Franca, the magazine that chronicles the trials and foibles of academic life, is starting a new title to examine how administrators and trustees should financially structure the higher learning environment, called University Business.

Jeffrey Kittay, Lingua Franca founder and editor in chief, has brought in John Anderson, former senior editor of SmartMoney, as editor of the new title aimed at the 90,000 presidents, provosts, chief financial officers and development officers at colleges nationwide.


Anne Kinard, publisher of Lingua Franca, is acting as publisher of the new launch. Mark Edmiston, co-chairman of Jordan Edmiston Group, is a part owner and is acting as an adviser.

Circulation for the first issue, slated for early 1998, will be a controlled list of the 25,000 highest-ranking administrators, with plans to grow to 40,000 with subsequent issues. University Business will be an every-other-monthly next year, with plans to go to 10 times a year in 1999.

Mr. Kittay said the targeted audience controls more than $170 million in expenditures in fields as diverse as foodservice, landscaping, financial services, computers, licensed sportswear and basic utilities, such as telephone, cable and electricity.

No advertisers have been signed as yet. But Mr. Kittay and Mr. Edmiston anticipate interest from a diverse group of advertisers.


"Barnes & Noble is looking to get in and manage bookstores on campuses, Pepsi wants to be the official soft drink in stadiums and banks want to be the ones offering the student credit card," said Mr. Edmiston. "University Business is going to reach the people making these decisions."

Ms. Kinard has just started to show advertisers a prototype. Mr. Edmiston estimated that the first incarnation of University Business would carry 30 ad pages. Color page one-time rate is $7,200.

The editorial thrust will be helping administrators and trus-tees deal with a fast-changing environment that demands more bottom line finesse while maintaining educational integrity.

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