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We looked pretty stupid on that Belgrade embassy bombing, but the Chinese have a helluva nerve lecturing anyone on anything.

Young & Rubicam division Kang & Lee, big buyers of Asian-America media, set up full service marketing operations to service Russian and Polish communities in the U.S. Both are big and growing bigger.

Carl Portale assures me the ad page count through May favors his Elle by 847 ad pages over W's 834. He also claims newsstand sales are 320,000 copies vs. a measly 49,000 copy average for W. Will John Fairchild stand for this impudence or riposte? Stay tuned.

Sesame Street Parents named SD Media its West Coast ad rep.

Tami Gross' TMG PR company in N.Y. nailed RC Cola as a client.

Steve Florio, looking fit and back at his accustomed Four Seasons lunch counter (with brother Tom picking up the check?), tells me he lost 40 pounds. Thinks he can keep it off, too.

Allure Publisher Erica Bartman shaking things up in the key ad category. New creative director is Negi Vafa, new beauty director Ellen Polakoff and Kelly Smith and Sheri Beeber beauty managers.

Record first half for American Health, up 22% in ad pages over the '98 period, says Margery Gladstone.

Publisher Dawn Drew tells me that at National Geographic Traveler (now eight times a year) ad revenues are running ahead by 20% and pages by 15%.

Lisa Cooley, WCBS-TV anchor in N.Y., following rave Dennis Cunningham review (complete with film clips) of "The Winslow Boy," inquires sweetly, "Why do they call it 'The Winslow Boy?' " A stunned Mr. Cunningham had to explain, "That's the boy's name." Oh, said space cadet Cooley.

Rob Gregory says ad revenue doubled in the first half at Travel & Leisure Golf.

Working Mother is celebrating 20 years of publishing with ad pages through June up 25% over last year, says Barbara Litrell.

Maury Rogoff PR in Manhattan signed new client Carat North America, the big media buyer headed by David Verklin (onetime prez of Hal Riney, San Francisco).

Robert Grayson writes from Santa Barbara to remind me women once stormed the offices of John Mack Carter to protest that Ladies' Home Journal was still publishing recipes. This was in the late '60s when women were women and recipes were, well, demeaning. Now John's a cult hero.

Lance Ford says May's Maxim ran 100 ad pages (actually 101) for the first time.

Men's Fitness (Weider) upped Jim Sammartino to VP-publishing director.

While Men's Health, which is suing the Weider book for trademark infringement, named Karen Dukess their marketing director.

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