CARTWRIGHT TO U.S.A. DIRECT: Lynn Cartwright, the former beauty director of QVC, will join U.S.A. Direct as category manager of cosmetics, health and beauty, effective April 4.

Cartwright will report to Jeff Engler, president of U.S.A. Direct.

In addition to overseeing beauty, health and fitness-related infomercials for U.S.A. Direct, the electronic media division of Fingerhut Companies Inc., Cartwright said she will develop the beauty area of the company's new 24-hour S The Shopping Network.

S, slated to be launched this fall, will focus on higher-priced consumer goods, apparel and cosmetics.

HOGAN AND HARD ROCK: Gerald Hogan, president and chief executive officer of Home Shopping Network, was named a director of the Hard Rock Hotel & Casino.

The 345-room resort, scheduled to open in Las Vegas in December, will have an interactive shopping network in guest rooms with Hard Rock T-shirts and compact discs for sale. Peter Morton, chairman of the Hard Rock Hotel & Casino, said, "We are eager to be able to draw on [Hogan's] marketing expertise and multimedia experience as the Hard Rock brand expands its entertainment franchise."

INFOMERCIALS IN WARP TIME: In film production jargon, F/X means special effects. F/X is also the name of a new cable channel being launched by Fox Broadcasting. The channel will feature seven hours of original programming, including "Breakfast Time" and "Night Time."

F/X will give itself over to infomercials late at night.

Augmenting the original programming will be time warp classics such as "Dynasty," "Hart to Hart" and "Batman."

IVANA'S TRUMP CARD: When Ivana Trump visited Home Shopping Club last weekend, she sold 10,000 suits ranging in price from $140 to $295. Her jewelry collection, priced from $10 to $80, sold out.

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