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 NEW YORK, Sept. 20 /PRNewswire/ -- The New York Times Magazine will display a bold new look beginning Sunday, Oct. 31, when the 97-year-old magazine greets readers with an array of new features and columns, additional photography, substantially more color and a complete redesign. Plans for the enhanced and expanded magazine were announced today by Arthur Sulzberger Jr., publisher of The New York Times.
 "We are reinvesting in The New York Times Magazine, building on The Times's reputation for quality journalism and exciting display," Mr. Sulzberger Jr. said. "The magazine is unique in that it comes to readers on Sunday, when people especially enjoy reading. The magazine will maximize this opportunity by giving something new and special to readers, while offering advertisers a spectacular all-color environment."
 Jack Rosenthal, editor of the magazine, said readers will quickly notice two dramatic changes: a doubling of the size of the magazine's "well" of continuous editorial pages; and the introduction of a centerpiece story in that well.
 "Finally, we'll have the opportunity to present and display major articles in a luxurious magazine fashion, with elegant photographs and careful layouts, the kind that are meant to display and intrigue," Mr. Rosenthal said.
 The current well is a maximum of 11 pages, which means that every story needs to "jump" in the magazine right after the story's opening spread.
 "The second major architectural change, which takes advantage of the first one, is the decision to focus on a centerpiece, a story of major significance, which might be the same length as a present piece but will have the freedom to be much longer," Mr. Rosenthal said.
 The magazine's look will change, the result of a redesign overseen by the magazine's art director, Janet Froelich, working with the outside graphic design firm, Pentagram. Stories will vary in size and format to enhance texture and readability. As a service to readers, most pieces will run to conclusion without jumping. For a clean appearance, one typeface will be used, Cheltenham.
 On the front cover, the logo size will be reduced to allow for a more powerful cover image. Inside, an expanded, illustrated table of contents will be followed by a Letters section, with color photography, and a new feature in which the magazine's editors will report on the nature of responses from readers. Full color will be available throughout the magazine.
 Adam Moss, editorial director of the magazine, said the first feature in each issue will be a two-page "conversation with readers," which will take a wry look at people, places and things in the news.
 "This is a way for the magazine to say `hello' in its own voice, to speak to readers the way they might speak to each other while thumbing through the Sunday paper," Mr. Moss said.
 Other regular features will include a spread on a major personality ("The magazine is about ideas, but we'll make sure it also has a heart and face," said Mr. Moss), narrative photo stories, short pointed commentary and a witty Endpaper column on the last page.
 The magazine will introduce new columns by well-known Times writers on a revolving basis. Continuing will be popular features like William Safire's On Language, the Hers and About Men columns and the Crossword Puzzle.
 Style coverage will be expanded, with increased use of colorful photos and graphics. Style will include:
 -- Fashion, by Carrie Donovan and Hal Rubenstein,
 -- Food and Recipes, by Molly O'Neill,
 -- Design, which will be expanded under new editor Julie Iovine,
 -- Beauty, by Rona Berg,
 -- Wine, by Frank Prial,
 -- Travel, which will appear for the first time in the magazine, highlighted by adventurous destinations, talented writers and beautiful photography,
 -- and a new style frontispiece by the magazine's style writers talking about fashion, food and design as experienced by readers in their daily lives.
 "I am excited about the premiere of the `new' New York Times Magazine," said Janet Robinson, a Times vice president of advertising who is responsible for the business activities of the magazine. "Readers will be getting something wonderful from the editorial side, and advertisers in a wide range of categories will be delighted by the enriched environment for their advertising messages."
 Ms. Robinson has developed an integrated marketing plan to help the magazine capitalize in advertising once the editorial changes are unveiled.
 Mr. Rosenthal became editor of the magazine in January 1993 after seven years as editorial page editor of The Times. Before joining the newspaper in 1969, he had been a reporter and a Justice and State Department official. In 1982 he was awarded the Pulitzer Prize for editorial writing.
 Mr. Moss joined the magazine in April 1993 after having served as a consulting editor to The Times responsible for the development and redesign of various sections. He was the editor of 7 Days magazine, which won the National Magazine Award for General Excellence in 1990. Earlier, he was deputy editor and managing editor of Esquire magazine and an editor at Rolling Stone.
 Ms. Robinson joined The Times in June 1993. In addition to her responsibilities at the magazine, she directs advertising in the fashion, cosmetics, packaged goods, travel and automotive categories. Previously she worked in several senior positions in the company's Magazine Group, including group senior vice president at the Women's Magazines and advertising director of Tennis magazine.
 The New York Times Magazine reaches nearly 3.9 million readers. The magazine is distributed each Sunday with The New York Times newspaper. The magazine and Sunday newspaper have a circulation of 1.8 million copies following 13 consecutive years of year-over-year circulation growth.
 -0- 9/20/93
 /CONTACT: Nancy Nielsen, 212-556-7078, or William Adler, 212-556-7077, both of The New York Times Company/

CO: The New York Times Company ST: New York IN: PUB SU:

TW -- NY001 -- 3403 09/20/93 00:01 EDT
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Publication:PR Newswire
Date:Sep 20, 1993

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