NOT ANOTHER PRETTY FACE: Since time immemorial, the cover of Stuff has featured a curvaceous lass in immodest garb. But the August issue marks a milestone. Its subject: a curvaceous lass in immodest garb … and Will Ferrell. Although the high-decibel comedian appears only on the back flap of a gatefold, it still represents the first time Stuff has put a dude on its cover, according to executive editor Dan Bova. (The girl, in case you’re wondering, is Leslie Bibb, who costars with Ferrell in the NASCAR spoof “Talladega Nights.” “What’s awesome about the interview is he did it in character,” said Bova. “We’re calling it a DVD extra in magazine form.”

But who is steering the souped-up stock car that is Stuff? Former editor in chief Jimmy Jellinek was reassigned to sister title Maxim in May, following the departure of editor in chief Ed Needham. Bova is running Stuff for the time being, and is in contention for the top job, but sources said Maxim executive editor James Heidenry is also under consideration. Bova said he had been told the decision would come down shortly. “It’s an exciting time here,” he added.
Jeff Bercovici

WATCH IT GO: Could People have a new stand-alone spin-off on its hands? The Time Inc. weekly’s spring Style Watch issue sold more than 600,000 copies, according to publisher Paul Caine. That means the newsstand-only title, which has a cover price of $3.99, beat the single-copy sales average of such established fashion magazines as Vogue, Elle, Lucky, Marie Claire and Jane. People already added an extra issue of Style Watch to the schedule this fall, for a total of five in 2006, and Caine wouldn’t rule out the possibility that its frequency could increase still further next year. “We’re going to look at what happens in the fall and then make a decision on what happens in 2007,” he said. “We’re really taking a very conservative approach. We want to move with sure steps.”

This story first appeared in the June 27, 2006 issue of WWD. Subscribe Today.

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