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REILLY RETURNS: Patrick Reilly, retail reporter for the Wall Street Journal, will leave behind Macy's, Federated and the like to return to his previous beat at the paper: publishing. He will cover newspapers, magazines and books, effective early August. Reilly will replace Meg Cox, who is expecting a baby in December and is leaving the newspaper. Cox, who's been with the Journal 17 years, plans to freelance. Reilly took over the retail beat last year. His successor hasn't been named yet.

BIRTHDAY BASH: The fashion/media axis was out in full force Wednesday night when Anna Wintour threw a birthday dinner at her townhouse for MTV's Gabe Doppelt and Vogue editor William Norwich. Among the celebrants: Barry Diller, Tina Brown, Calvin Klein, Ingrid Sischy, James Truman, John Bartlett, Victor Alfaro, Monica Lynch, Iman, Blaine Trump, Steven Meisel, Naomi Campbell, Ian and Rita Schrager, Katie Ford and Andre Balasz, Elizabeth Saltzman, Todd Oldham, Isaac Mizrahi and about 50 absolutely fabulous others.

GILES CHANGES POST: Sarah Giles, the European editor of Vanity Fair, is leaving her post. She'll become a contributing editor to the magazine.

VIBE NAMES FASHION DIRECTOR: Kevin Stewart has been named to the new post of fashion director at Vibe. He was most recently market editor of Details.

NOT MUCH TO TELL: Tell, the Hachette Filipacchi teen magazine produced with the NBC-TV Network, which published quarterly, will become an annual, publishing each September. The magazine was launched in October 1993 and so far has come out with three issues.
"We've decided to reduce Tell's frequency because the cost of entry into the already crowded teen marketplace had increased with the debut of such titles as Quake and Mouth2Mouth," said David Pecker, president and chief executive officer of Hachette.

WORLD CUP GIANNI: There won't be any bigger media event for the Italians Sunday night than the final match of World Cup Soccer between Italy and Brazil. And even though he'll be in Paris, Gianni Versace won't miss it. The designer's couture show is scheduled for 8:30 p.m., an hour before the game, and will be followed by his traditional post-show party at the Ritz--that's where Versace will have TVs set up airing the big game.LOOK LIKE A MODEL? Ultimatesource, an on-line computer database, gives aspiring models a chance to be seen by modeling and talent agencies. A division of IPEX Inc., Ultimatesource was developed in cooperation with GE Information Services. For a $195 annual fee, aspiring models can submit three photos, and their personal statistics. Within days, these photos can be accessed, via computer, by talent scouts. This month, 25 modeling and talent agencies will have the system in place--at no cost to them.

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