New Life For 'Rosie' Staffers

Folio: The Magazine for Magazine Management, Dec 1, 2002

Byline: Susan Thea Posnock

Susan Toepfer had a brief, turbulent stint as editor-in-chief of the now-decommissioned Rosie, but now it looks as though she'll be laughing all the way to her financial advisor's office. Toepfer has been shopping a partial manuscript, a novel about the world of magazine publishing, and, according to the scuttlebutt, it's a property that may command a big paycheck. Her literary agent, Janis Donnaud, says it is expected to fetch $250,000 or more. "It's clearly a part of the specter of things that people seem to be really interested in right now, this whole behind-the-scenes at magazines," she says.

Other agents, however, say Toepfer's book might be slightly behind the curve. "What's hot today is cold tomorrow," says one book-publishing exec. "The problem is that there have been a couple of books recently about the magazine world. I don't know how many novels the market can support. Usually one rises to the top and the others become also-rans."

Luckily, Toepfer still has a day job to fall back on. She's been working on a prototype for a new G J USA magazine geared toward 30-something, affluent women. And she's set to fill in for YM editor-in-chief Christina Kelly, who goes on maternity leave this month.

Besides Toepfer, other Rosie alums still at the company include former executive editors Carol Kramer and Jane Farrell, who are working with Toepfer on the magazine prototype. After Rosie was closed, G J laid off 120 employees. A company spokesperson says about 24 ex-Rosie staffers were placed in various positions around the company, including two projects in development - the Toepfer lead title, and a magazine for 20-something women that's under Fitness editor-in-chief Emily Listfield's watch.

Several Rosie staffers have moved on to somewhat familiar, if new, ground. Sally Koslow, who was editor-in-chief of McCall's before it morphed into Rosie, has lured a number of colleagues over to Hearst's Lifetime, which launches next April.

Rosie's former managing editor Leslie Smith, senior lifestyle editor Laura Kalehoff, and senior beauty editor Kathy Miller-Kramer now work for Koslow at the start-up.

ADVERTISING & SALES

Conde Nast's GQ announced the following promotions: Shelley Cohn to advertising director, from retail director; Marc Berger to executive fashion director, from advertising sales; and Lottie Oakley to international fashion director, from retail/new media director at Vogue. New hires at GQ are former Glamour assistant advertising services manager Rebecca Bannerman as advertising service manager, former Talk advertising sales corporate director Jim Craemer as new consumer product director, and former Mirabella and Gotham advertising director Lisa Fields as advertising director.

Michael Jaquet to director of sales development, TransWorld Media, from publisher, Freeze magazine.

Louis Tosto to sales vice president for the eastern region of BusinessWeek. Tosto was previously general manager for SmartMoney.com.

Ali Muhammad to associate director of national music advertising and marketing at Vibe, from associate director of marketing and artist relations. The magazine also promoted Junny Hibbert to east coast advertising sales director, from corporate accounts director.

Stacey Newman Weldon to mid-Atlantic advertising sales manager, Rodale's Organic Style, from account manager, Parents.

Ronald Stern to liquor category manager, Playboy. Stern had been advertising and sales development manager for New York.

Brian Laychak to Los Angeles sales representative, Kiplinger's Personal Finance, from associate Chicago sales manager, U.S. News & World Report.

CORPORATE

Jeff Shell to CEO of Gemstar-TV Guide, from COO. He replaces Henry Yuen, who will serve as chairman. Ray Hopkins to executive vice president of affiliate sales and marketing, Gemstar-TV Guide International, from senior vice president, affiliate sales and marketing for Fox Cable Networks.

Richard G. Porter to president of the Publishing Group of America's (PGA) American Profile magazine and senior vice president of publishing for PGA. Most recently, he served as executive vice president of interactive marketing sales for AOL Time Warner.

Primedia made the following announcements: Brent Diamond was promoted to senior vice president and group publishing director of the Consumer Media & Magazine Group. Darcy Miller, president of Primedia Integrated Sales and Marketing Group (PRISM), will now oversee Media Central as well.

BIG DOGS WAITING

INDUSTRY PLAYERS CURRENTLY ON THE SIDELINES

EDITORIAL & ART

Sabrina Weill to editor-in-chief, Seventeen, from executive editor, Cosmogirl!.

Andrea Rosengarten to managing editor, Vibe, from managing editor, Jane.

Barbara G. Goode to group editorial director, Advanstar Communications. Previously, she was editor-in-chief of Cadalyst.

Dan Josephs to creative director, Child. Most recently, he served as art director at Golf Digest.

Susan Uedelhofen to art director, Country Home, from associate art director.

Lisa Davis to deputy editor, Time Inc.'s Health. Davis has been with the magazine as a staff writer, senior editor, and articles editor since 1987.