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Cover story: Lorne Manly of The New York Observer is the magazine industry beat reporter everyone reads, almost everyone wants to hire, and a few would cheerfully string up.

Major new account for hot PR woman Maury Rogoff. New York-based Maury signed BMG Entertainment North America, a big chunk of the $5.8 billion (with a "b") entertainment arm of Bertelsmann AG.

Wish that Ted Turner would stop being so namby-pamby about stuff and just plain come out and say what he feels.

When they hold the National Magazine Awards April 30 at the Waldorf in N.Y., three familiar names go into the "editors hall of fame," Henry Grunwald of Time Inc., Sey Chassler (Redbook) and Jann Wenner, founder of, and still running, Rolling Stone.

Magazine biz pals gathered at the Sky Club in Manhattan to wish Jim Guthrie godspeed as he departed MPA for Petersen Publishing.

Tonight at the Good Housekeeping Institute they toast the first issue of Hearst's Mr. Food's Easy Cooking, another of those ideas John Mack Carter keeps coming up with.

Now Milton Berle has a magazine of his own! The 88-year-old's latest venture (with wife as publisher and daughter Susan as editor) is called Milton Magazine and it's about "luxury gaming." Slogan is: "We drink we smoke we gamble." No commas. At 88, you don't need commas.

Big deal at Business Week where Harry Somerdyk is now senior VP-marketing and brand development. One of the top guys in the biz, Harry joined BW three years ago after tours at Cahners, the Prodigy online network, Fortune and Reader's Digest.

They ladle out the Matrix Awards over lunch today at the Waldorf in N.Y., eight professional women being honored by N.Y. Women in Communications. Laureates are Esther Newberg for books (she's an ICM agent), Rosie O'Donnell for broadcast, Nora Ephron for film, Betty Hudson of Reader's Digest Assn. for PR, Laura Landro of The Wall Street Journal for newspapers, Red Burns of N.Y.U. for new media, Anne Fuchs of Hearst for magazines and Mary Lou Quinlan of N.W. Ayer for advertising.

That splendid (though underrated) actor Bradford Dillman's latest book, "Are You Anybody?" just went into a second printing. Dillman's wife, Suzy Parker, wrote the foreword, which all by itself rates at least three printings. Lots of funny movie stuff, some very tired jokes and zillions of cleverly dropped names. Best anecdote: where Rossano Brazzi sends a lovely up to Dillman's hotel room ("but Bread, it's your birt'day").

Steve Forbes makes the keynote speech in Washington May 1 at a black-tie dinner for the 20th anniversary of the Cato Institute. Teddy Forstmann, John C. Malone and David H. Koch play host while Nat Hentoff and the superb P.J. O'Rourke tell stories.

You'll excuse me for lingering so long over the lingerie in April Harper's Bazaar, but my eye was caught by the special ad section from La Perla

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