PROMOTIONAL OFFERING: Condé Nast is close to launching the second phase of its “Point of Passion” trade campaign, due to appear this spring. The ads, being created by San Francisco-based agency Heat, will feature celebrities and cultural influencers to reflect the publishing company’s impact across society.

Each magazine picked a representative they thought best reflected their title, although the first celebrity chosen didn’t always agree to pose. Although some titles have not yet shot their star, Details will use Patrick Dempsey, who appeared on its cover in March 2005 and again this January/February. GQ is said to have Terrence Howard and Men’s Vogue reportedly got Hugh Jackman, a cover subject on the November/December issue. Self is expected to use Sheryl Crow, who is on its March cover (and also happens to appear in a high-profile campaign touting The Wall Street Journal), while Vanity Fair is said to have Diane von Furstenberg after George Clooney declined. Vogue got Natalia Vodianova, after Gisele Bündchen turned it down.

Sources said the company donated a sum of money, which was estimated to be $10,000, to each celebrity’s charity of choice in exchange for their participation. A spokesperson for Condé Nast declined to comment on the status of the campaign. — Stephanie D. Smith

YET ONE MORE: It’s not as if New Yorkers don’t have enough to read over the weekend with their coffee and toast, but now the Brits are forcing their way into the pile. The Sunday Times of London will launch its lifestyle magazine, Style, to readers in Boston, Washington, D.C. and the tristate area this weekend. The 132-page magazine will focus on spring and summer fashion trends, accessories and how to wear the latest looks. The magazine’s debut follows in the footsteps of its competitor at the Financial Times, which seems to keep increasing the frequency of its luxury glossy, How To Spend It. “Our circulation in the U.S. is higher than the U.K.,” an FT spokeswoman added. “Luxury is a huge business for us; it’s been very effective.” As for Style, it appears to be chasing the same luxury advertiser as everyone else, with YSL, Dior, Prada and Louis Vuitton in the upcoming issue. As for content, the issue will include an interview with Gareth Pugh, the current, at least for the moment, “wild child of British fashion.” — Amy Wicks

This story first appeared in the March 16, 2007 issue of WWD.  Subscribe Today.

THE STORY LIVES ON: At least two of the pieces that earned Esquire its seven nominations in this year’s National Magazine Award will have a second life. “The School,” a piece in the magazine’s June issue written by C.J. Chivers that chronicled the 2004 terrorist attack on a school in Beslan, Russia, will be turned into a movie. The story, nominated in the reporting category, was bought by Hollywood heavy Brian Grazer. German film director Oliver Hirschbiegel will direct the film, while Bráulio Mantovani (“City of God”) will write the screenplay.

Meanwhile, the subjects behind “The Loved Ones,” an article written by Tom Junod for the September issue, may also receive more ink. The story, which earned a nod in the feature writing category, focused on Sal and Mabel Mangano, the owners of a New Orleans retirement home arrested and charged with over 30 counts of negligent homicide after they failed to evacuate elderly patients during Hurricane Katrina. The Manganos’ trial is scheduled to begin April 16, and Esquire is considering a follow-up on the couple either in the magazine or online.

And speaking of the awards, the release issued Wednesday by the American Society of Magazine Editors included photo portfolio as a new category for this year’s Ellies. Photo portfolio/photo essay was actually listed as one category in the past. Also, according to an e-mail circulated at Condé Nast, the number of nominations the publisher received was 33, not 32. Finally, Hearst received 10 nominations, not nine as WWD reported. In addition to Esquire’s seven, including a nod for general excellence, O The Oprah Magazine received two nominations, and Redbook earned one. — S.D.S.

INK ISN’T IN HER BLOOD: Looks like it’s final that Hearst heir Lydia Hearst-Shaw won’t be following her sister Gillian (who has been assisting at Town & Country) into the family business any time soon. “I can’t think of anything less fun than running a newspaper,” she tells Mike Ruffino in the launch issue of Room 100, Blackbook’s first foray into custom publishing for the Thompson Hotels. “I get my news off the Internet.” (She stays mum on magazines.) Model-heiresses seem to be de rigueur for Room 100, which also has a fashion spread on Theodora Richards, daughter of Keith Richards and model Patti Hansen. — Irin Carmon

WITH A LITTLE HELP FROM MY FRIENDS: Thakoon Panichgul‘s recent stint as guest editor for Me Magazine was cause for celebration on Monday night at The Beatrice Inn. The fashion designer called upon his friends, including many he met while working as associate fashion features editor at Harper’s Bazaar, to fill out questionnaires that are printed in the magazine. “This was about recognizing the people that helped me along the way,” he said. Gucci Westman, who is profiled in the magazine, met Thakoon while doing makeup for his show. She described him as a “little Buddha — very serene and gentle-natured.” Thakoon added that Manolo Blahnik had planned to help out with the issue but eventually had to drop out due to scheduling conflicts. Guest editing seems to be in vogue these days, as Bono has signed on to assist Vanity Fair and Victoria Beckham served as a guest fashion editor at Harper’s Bazaar. — A.W.

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