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Who says an ad agency has to be Madison Ave. to be big? Take Sullivan Higdon & Sink in Wichita. It named Karen M. Javier of Wichita State as its third annual recipient of a minority scholarship. The grant covers tuition, fees and books for up to five years at State's Elliott School of Communication and, following graduation, guarantees at least a one-year job at the shop. Karen's an advertising major who's worked on the school paper and Wichita Eagle as intern.

Parade Chairman Carlo Vittorini says the Sunday mag in the year's first quarter sold $133 million worth of advertising, noting that's $4 million more than Reader's Digest. The two magazines run one-two in ad revenue. Parade ad pages for the quarter were 6.5% ahead.

Time Out New York, becoming a hot book with first-quarter ads up 300 pages over the same '96 period (when it was getting started), named Alison Tocci ad director.

CMP's Network Computing promoted Yvonne Diamond to associate publisher-marketing and strategic alliances. She'd been marketing director.

James D. Kahn, publisher of Golf (a Times Mirror book), says the June issue will be their biggest ever in ad pages, total pages and bucks. Last week Golf also hosted a book party (with Simon & Schuster) at the Four Seasons restaurant in Manhattan for Jack Nicklaus' autobio.

Weather Channel has a new senior VP-affiliate relations, Dana Michaelis. He's also rarely caught without an umbrella.

Home Furnishings Daily, a Fairchild trade book, cut its staff by seven people. Routine cost-cutting or a straw in the wind?

On the rise at Entertainment Weekly, Dan Osheyack was named an associate publisher and Sandy Drayton was promoted to director of promotion and public affairs.

Mary Engelbreit's Home Companion magazine (and they've got to do something about that title!) named Carol Orr & Co. in Dallas as ad sales rep. Latest issue looks good with 104 pages and lots of ads. Jesse Iverson's the publisher.

Steve Colvin writes that the brand new men's mag Maxim did very well on newsstands with its first issue (65 pages of ads), and it's working on No. 2 with Bacardi Rum sponsoring a 24-page pullout on "summer screen goddesses."

Rodale Press acquired Abenaki Publishers, the fly-fishing magazine expert.

A deja vu moment, seeing that Mary Anne Sommers Reilly is back in publishing with KidStyle. She and Jackie Leo, you'll recall, created Child a few years back.

In lovely Palm Beach, publisher of the Daily News, Joyce Harr reports "our centennial year is rocking along." As "the season" ended, Joyce said the paper and its "shiny sheet" were way ahead of plan on revenues and they were busying themselves with preparing a time capsule to be opened by the newspaper's staff a hundred years from now.

Chatted with Charlotte Beers of Ogilvy & Mather on CNBC. Paging Leno and

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