MAGAZINE MAKE BELIEVE: Now that Candace Bushnell’s novel “Lipstick Jungle” has spawned a TV series — NBC revealed at its upfronts on Monday the soap would begin airing on Sunday nights early next year — the fictional magazine featured in the book is going to become real (sort of), too.

In the series, one of the three main characters is the editor in chief of fashion glossy Bonfire, and once “Lipstick Jungle” begins to air, NBC and iVillage will launch Bonfire as a “fully editorialized online publication,” which, according to NBC’s announcement, “will offer users fashion profiles, relationship advice, topical articles, quizzes and forums.”

To make the real version of the fake magazine, NBC and iVillage will draw on their existing editorial staffs, said Vivi Zigler, executive vice president of NBC Digital Entertainment. “It’s going to be both fact- and fiction-based,” she said. NBC will craft features that chronicle the fictional lives of the show’s characters, while the iVillage side will produce the factual editorial.

As for the actual show, the clips showed at Radio City Music Hall on Monday were terribly reminiscent of HBO’s “Sex and the City”: lots of scenes of Brooke Shields, who plays a film executive, talking over lunch with her two best friends about their sex lives with guys with nicknames like “The Bazillionaire,” and dialogue such as, “I hate that you sent a jet for me — I hate that I love riding in it so much.”

ABC is expected to announce at its upfronts on Tuesday that it has picked up its own glamour soap, “Cashmere Mafia,” from “Sex and the City” producer Darren Star and starring Lucy Liu. — Gabriel Snyder

FOR YOU, ANYTHING: The trained eye might detect a very particular location for the photograph of Diane von Furstenberg in Vanity Fair’s portion of the latest Condé Nast “Point of Passion” advertising campaign. Yes, that is the Edward Sorel mural, and that is a fairly choice table at Vanity Fair editor in chief Graydon Carter‘s side project, the Waverly Inn. New York Times critic Frank Bruni had noted in his review of the restaurant in January that it had denied press photography inside, marking the ad campaign as a kind of public debut. “The request came from the Condé Nast Media Group, and Graydon was fine with it,” said a spokeswoman for the magazine. “People do call and request, and he’ll consider it.”

This story first appeared in the May 15, 2007 issue of WWD. Subscribe Today.

The perpetual preview status has engendered a rather coy advertising technique — official indifference to the masses, but a near-ubiquity in the entire stable of Condé Nast magazines. This has so far included a story in Bon Appetit, interior party photographs and frequent mentions in several issues of Vogue, a biscuit recipe in GQ and mentions in Details and Gourmet. And, it should be noted for the sake of transparency, a story or two in WWD, also owned by Condé Nast. — Irin Carmon

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