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GQ's new editor in chief Jim Nelson swears he won't Maxim-ize the title nor stint on its (already shortened) longer-form pieces. But this is to be expected from a guy who served under Art Cooper for nigh-on six years and edited many of GQ's marquee-name contributors. While GQ's ad folio is still fat (and it just garnered four National Magazine Award nominations), newsstand heat is clearly on the side of Hearst Magazines' competing Esquire, which has had a year of double-digit newsstand growth under Editor David Granger. Granger, an insider says, was not contacted by Conde Nast execs. For his part, Mr. Nelson plans more fashion, sharper service and a less "nostalgic" cultural feel.

IS JAQK WACK? Indie title Jaqk introduces a new shtick into the men's market. The title- think "jack, ace, queen, king"- will look at life through a gambler's eye. No editor in chief, just two executive editors, one overseeing "risk" (from Wall Street to Vegas), one overseeing "rewards" (as in, spending it). Around 200,000 copies will hit newsstands in September, and plans to publish every other month start in March `04. The target: that ever-elusive 25-to-44 upscale male, one who, in the words of Publisher Brett Garfinkel, is apt to say to his golf buddies, "Let's make this a little more interesting." Fair enough, guys, but remember: Never play pool with a guy with a city in his name. (No word yet on what publishers of new Brit title Jack think.)

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