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ED INTRO
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Hey Hey Hey. Ed's more powerful than ever. (But he's not giving away his secret.)

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ATTENTION BOOK WORMS!
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Tonight the NYC book club is talking about The Know-It-All by A.J. Jacobs (the Esquire editor reads the Encyclopaedia Britannica cover-to-cover). Go to the back room of Art Bar at 52 8th Ave (off 12th St) at 7:00 pm on Wednesday, October 19th. We'll also be talking about the state of men's and women's magazines, and why men's magazines, and Esquire in particular, are thought of as smart, while women's... not so much. Come if you're interested in intellectual debates or foamy glasses of beer. Please e-mail gina@ed2010.com if you plan on showing up. (But it's okay if you just decide at the last minute too.)

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News
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1. New York Observer
Did Atoosa Produce a Bonanza?
By Sheelah Kolahatkar
10/19/05
http://observer.com/media_observatory.asp

???Every time someone's like, 'I saw you on TV!', I think, 'Nooo!'??? said Atoosa Rubenstein, the editor in chief of Seventeen magazine, covering her eyes. ???I feel like a D-list reality star.??? It was the evening of Monday, Oct. 17, and she was standing at a club called AER in the meatpacking district, clutching a wine glass, shouting out greetings to members of the crowd and shaking her hips to thumping hip-hop. Clad in a black silk dress and open-toed pumps with extra-high heels, with her big head of curly black hair, she towered over everyone present by at least four inches.

Ms. Rubenstein, 33, was at a party celebrating her recent leap from teen magazines-she founded the upstart CosmoGirl! in 1998 at age 26 and took over the venerable Seventeen in 2003-into the heavily saturated world of television reality competitions. That night, a series called Miss Seventeen would premiere on MTV: a sort of adolescent America's Next Top Model, with Ms. Rubenstein in the Tyra Banks-Donald Trump role of judging teenage girls competing for a Seventeen cover and a college scholarship. A trailer showed 17 nymphs comically squealing and brawling in a Manhattan loft apartment. ???I hate girls who dress like sluts,??? declared one. ???You're the fakest person here!??? screamed another.

The fact that young people will often resort to Machiavellian or downright appalling behavior when placed in a house full of video cameras is a truth understood by many American television-network executives. That Ms. Rubenstein appreciates this as well, and is willing to exploit it, demonstrates a certain craving to raise her own profile-that of a kooky, demanding, unpredictable media figure-as she tinkers with the once-dominant Seventeen brand, which has struggled in recent years. ???I think extending the brand with the TV show is a great idea,??? said Bonnie Fuller, Ms. Rubenstein's former boss at Hearst's Cosmopolitan, now the editorial director of American Media. ???Your readers become very involved with you. If a magazine is really working, it's because it has become a part of readers' lives, so why wouldn't they want to see it come to life more on television????

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AS THE SUPPLY OF ADVERTISING choices goes up alongside the demand for measurable marketing results, magazine publishers will be forced to spread their brands across media channels in order to survive, Mel Karmazin, chief executive officer of Sirius Satellite Radio, told an audience of magazine industry publishers and marketers at the American Magazine Conference in Puerto Rico.

"I think branding is more important than ever before," said the former Viacom chief, noting that media inflation is "out of whack," while the "downward pressure" from the top on marketing departments to produce measurable reporting and ROI is greater than ever. Karmazin said marketers can drive circulation while producing new revenue streams by developing or repurposing content through new media.

Karmazin said that one good example is a deal between Sirius and Hearst Magazines to produce the Cosmopolitan channel, a new channel for Sirius subscribers that will be a platform for Hearst to extend the reach of the Cosmopolitan brand and drive subscriptions. "Checks will be written from me to [Hearst Magazines President] Cathy Black," Karmazin said. Martha Stewart Living Omnimedia is also producing a channel for Sirius.

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Freeing up space for Men's Vogue and the new business group isn't the only reason Cond?©Net will be moving out of 4 Times Square and into new offices next year. The Web division of WWD's parent, Cond?© Nast Publications, is undergoing its own growth spurt and needs more space. As reported, a teen site is in development at Cond?©Net, though it most likely will be a stand-alone similar to sister sites Epicurious.com and Concierge.com and not part of Style.com, as earlier accounts suggested. Now comes word that Cond?©Net also is exploring the home market, for a shelter division of Style.com that would make its debut sometime after the teen site's launch, according to company insiders.

In the meantime, the division is bulking up its management staff by moving toward having editors in chief and publishers for all of its Web sites. Last week, Dirk Standen, deputy editor of Cond?©Net, was promoted to editor in chief of Style.com and Men.style.com, the respective online homes of Vogue and W and Details and GQ, while Marcia Kline, most recently Child magazine's publisher, was named publisher of both sites. Standen will report to Jamie Pallot, editorial director of Cond?©Net, and Kline will report to senior vice president and managing director of the Style sites, Dee Salomon.

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MARTHA STEWART DEFENDED HER DECISION to appear in the NBC reality show "The Apprentice: Martha Stewart" before a group of magazine and advertising industry professionals at the American Magazine Conference in Puerto Rico Tuesday.

According to Stewart, "We really accepted the offer of [NBC producer] Mark Burnett as a way to expose the beautiful nature of our company." She said the show has been "a most wonderful advertisement," for her company, Martha Stewart Living Omnimedia.

However, ratings for the new NBC reality show have been disappointing thus far. The show was recently moved to a new time slot opposite ABC smash "Lost," which some critics have said means that NBC has effectively given up on the show.

MORE ONLINE

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Whisper Jobs
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Ed hears??¦

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