Brady's Bunch

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The PETA whackos (be nice to animals first, then kids) urge college students to drink beer, not milk, and stop being cruel to cows.

Brenda Saget reports House & Garden is 17% up on ad pages year to date with the April "color" issue 35% ahead.

Is there life after Mad Ave.? Bob Schmidt, former Levine, Huntley, Schmidt & Beaver CEO, now heads CarroSELL, the outfit that puts ads on airport baggage carousels at JFK, and airports in Dallas and Honolulu and will be rolling out nationally. Bob, who's got a 100-year-old house in East Hampton, N.Y., makes calls himself, signing up new clients for CarroSELL ads.

Book party Wednesday at Le Colonial on East 57th in Manhattan for Chris Casson Madden's latest, "Getaways," all about "carefree retreats," and published by Clarkson Potter.

There's long been a "worst Hemingway" competition for parodists. Now Hemispheres, the United Airlines mag, sponsors a "faux Faulkner" contest as well. Speaking of "faux," Faulkner, who never got overseas in World War I, claimed all his life to have a plate in his head from being shot down on the Western Front.

The magazine biz loses a good one in Mike Kelly, leaving Entertainment Weekly for venture capital/Internet riches. Taking over as publisher, David Morris. His official bow takes place Oscar night at EW's annual bash at Elaine's.

Love the cover line on the March issue of Quest, "Hairstyles of the rich and famous."

Coastal Living, the sleek Birmingham, Ala.-based lifestyle mag, named a new exec editor, Mary Kay Culpepper. She was with Weight Watchers.

New York Times Publisher Emeritus Arthur Ochs "Punch" Sulzberger making pitches to other former Marines to finance a show of Marine-oriented art in Manhattan this September. Tax-deductible contributions to the Navy League of New York charitable trust, care of MCPAO, 805 Third Ave., New York 10022.

Wow! Dave Ferm moves from prez of the Business Week Group to head Primedia's biz-to-biz group. Big move for a heavy hitter. Got to be huge bucks and/or stock. Meantime, William F. Reilly, founder of Primedia who resigned last year, has relocated to 375 Park Ave., New York 10152.

Times Mirror Magazines has a new director of corporate sales, Bruce Revman.

Southern Progress Corp. promoted Valerie Fraser to exec editor for creative development, you all.

Travel & Leisure created a new post, that of style director. The very stylish Laura Begley is it.

At Parade, Jack Griffin's new GM-exec VP. In civilian life Jack's a demon hockey player, throws a mean elbow.

Golfweek in Orlando promoted Dave Seanor to VP-editorial director. Jeff Babineau becomes editor.

Dept. of "Don't forget who helped you get there": Steve Bornstein, who started in ESPN's mailroom and is now a big deal at Disney, tossed a party at Elaine's for Bill Creasy, ESPN consultant since the start-up.

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