Brady's Bunch

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Cindi Leive, the clever minx who just won a National Magazine Award with Glamour, broke our lunch date. But with good reason: her second child, a boy, arrived slightly ahead of schedule. Felicitations to all!

Men's shopping magazine? Surely, you jest. Well, Editor Ariel Foxman and Publisher Alan Katz of Cargo, the 14-month-old Conde Nast book, are proving me wrong again. As Foxman suggests in the May issue, "We're here to be your shopping Sherpas," and guys are listening. Circ is 350,000 (270,000 subs sold), frequency is up from six times to 10, they ran 642 ad pages last year in half a dozen issues and this year through June, as the extra issues kick in, Cargo is 59% ahead. But these are only stats. Over lunch at Lever House Foxy emphasized editorial expansion. Grooming, fashion, auto and tech were their four major groups, to which they've now added fitness, travel and entertainment. "Fashion and tech are our two pillars, also where men need the most guidance. We're aspirational, showing the new stuff, and informational, telling readers why you should look at this stuff, what's coming next, and what to be skeptical about." And though he doesn't rule it out, they haven't yet run a single celeb on the cover. Katz, former publisher at New York, says circulation won't be hyped but will grow "organically and naturally." Any surprises? "Yeah," says Katz, "Video games are huge. And the average age of men playing them is 28!"

Field & Stream Publisher Tom Ott celebrates the monthly's 110th anniversary with a May issue that's their biggest revenue producer ever, up 19% in dollars over last year. Editor in Chief Sid Evans is the book's youngest ever.

Midwest Living's May/June issue is also a record-breaker, up 8% in ad revenue over 2004. Editor Dan Kaercher's book about his travels, "Best of the Midwest: Rediscovering America's Heartland," hits bookstores this month.

Food & Wine Editor Dana Cowin has an idea: skip lunch next Monday (May 9) and contribute the dough to City Harvest, a N.Y.-based charity that helps feed hungry kids in the area. Dana's got other mags, People, Forbes, O, Real Simple, Esquire, Travel & Leisure et al pitching in.

Well deserved promotion of Tom Beusse at Rodale to president of magazine publishing, with oversight of all their titles. He has been running their booming men's health and sports group.

Tim Cline in Dayton writes about the current Coke commercial with the shopper who stops to join a pickup basketball game, to ask: "Who is the older gentleman player? Is he someone we know or an actor?" I wondered that myself. Good ad.

The Atlantic may save money and increase efficiency by moving edit from Boston to D.C. but losing M.E. Cullen Murphy? He says he's writing a book about the Spanish Inquisition. I'm wagering a big new magazine job gets Cullen before he completes the chapter on thumbscrews.

New publisher of Mary Engelbreit's Home Companion is John Pagliaro.

Typical recent line from the N.Y. Post's Peter Vecsey: "This just in. Steinbrenner places the blame for the Yankees' slow start on Dave Winfield."

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