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Today is the official retirement date of the great John Mack Carter.

Rodale Press, the quiet Pennsylvania outfit that puts out fine magazines and makes good money, changed its name (to Rodale) and introed a new logo.

Mademoiselle promoted Randy Herberston to the new post of national sales manager.

At Victoria they've got a new N.Y. ad sales manager, Marcia Sullivan.

Anne Kallin Zehren writes the August and September issues of Teen People "are so big we have to perfect-bind them. The saddle stitch staples can't hold."

A new star is born: TBWA Worldwide Latin America Prez Robert Rosenthal and wife Carolyn Kremins (publisher of Maxim spinoff Stuff), had daughter Veronica April 28. Eight pounds, 14 ounces.

Murdoch Magazine Distribution Prez John O'Reilly takes on additional chores as exec VP-circulation for TV Guide Magazine Group.

Saveur hired Heidi Rustin and Melissa Bolotow as ad account managers while sister Meigher book Garden Design issued gardening gloves to Robin Riley (she'll sell fashion and beauty).

Palm Restaurant (one of Manhattan's classic steak houses) opens a new branch at 250 West 50th St. in July.

Get John Fairchild's hilarious account of chaos backstage and out front during that interminable N.Y. fashion awards gala dinner. Sophia Loren didn't show, guests left in droves as midnight approached, guest of honor Yves Saint Laurent, kept waiting 6 hours and confused in the armory's gloom, fell down, and like that. John will get a WWD column out of it.

The Advocate, says Joe Landry, just published its biggest ever issue (after 32 years), with 89 ad pages. Cover girl is Melissa Etheridge.

Bernie Leser (former Conde Nast chief) in Manhattan briefly from Down Under and looking good.

New York PR whiz Nancy J. Friedman tells me new biz includes Southampton Inn, The Dylan (hotel) at 41st and Madison, and Ritz Carlton Hotels Vacation Club.

Jerry Della Femina and two other legends opened a restaurant on East 54th in Manhattan, a space long-operated by the late Jimmy Weston. Jerry's partners are United Stations Radio CEO Nick Verbitsky and former ABC radio topper Ed McLaughlin, better known as the guy who put Rush Limbaugh on the air. The joint is named after Jerry; does that surprise anyone?

Publisher Mark Furlong reports Natural History, mag of the American Museum of same, will celebrate its centennial next March. It's still in the same building where it was launched in 1900, the museum itself. Meanwhile, ad pages through June are 42% ahead of the period last year.

Online magazine retailer ENEWS dot COM named Jaclyn Bovarnick director of product marketing.

With new business booming out there, BSMG Worldwide expanded its San Francisco

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