MEMO PAD

MODEL BIND: There may be a shortage of supers on the New York runways next week. Amber Valletta is bypassing New York to be photographed for Prada’s new ad campaign, and Stella Tennant can’t model next Friday because she’ll be busy posing for Chanel. Kirsty Hume is honeymooning and Kristen McNemany is pregnant. Shalom, who was photographed this week with Linda Evangelista for the Christian Dior campaign, is still undecided about doing the shows. And Evangelista hasn’t made up her mind yet either. Christy Turlington, who hasn’t done runways for a while, is busy working and attending NYU.
But don’t despair. Kate Moss and Naomi Campbell are doing “selected” shows, their agency reports.

RATE BUSTERS: For some publishers, the rate card seems to be an endangered species. “I would compare the magazine business to the airline business. You sell the seats at all different prices,” said Efrem Zimbalist 3rd, president and chief executive officer of Times Mirror Magazines. “Some people have to get there immediately and will pay any price, and some have 60 days to get there and will try to get the best price. Then there are others in between,” he said. “We have 10 rate cards.”
Talking to a packed house at Magazine Day, sponsored by the Ad Club of New York and the MPA, Zimbalist and other panelists discussed whether rate cards should be abolished entirely and whether “negotiation” is a dirty word. The jury is still out.
“The magazines should clearly understand what our objectives and strategies are. I don’t think negotiation has to be antagonistic,” said Maureen Haynes Starr, media director, Elizabeth Arden Co. “Negotiation doesn’t have to be a four-letter word.”

KAPLAN GETS VP POST: Andrea Kaplan has been promoted to vice president of corporate communications at Conde Nast Publications. She succeeds Paul Wilmot, who left in February to open his own PR firm.
Kaplan joined Conde Nast in January as director of PR and spearheaded an in-house department which currently handles consumer and trade publicity for Bride’s, Details, Conde Nast Traveler and Self, as well as trade PR for Architectural Digest and Glamour. Kaplan will add responsibility for promoting the company and the corporate sales and marketing department.

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