Time marches on for Parade group leader passing the baton in 2000 By

By: Joe Strupp After a 22-year reign as Parade Publications' driving force, Carlo Vittorini announced last week he will step down from his post as chairman, publisher, and CEO of the magazine group early next year. His retirement follows an era when national Sunday magazines became more popular and competitive than ever.
"I'm jumping up and down with a huge smile on my face, but also one hand on a handkerchief," Vittorini told E(and)P as he expressed his mixed emotions about leaving. "I figure it is time to share some of the rewards."
S.I. Newhouse, chairman of Parade's parent company, Advance Publications Inc., said Vittorini will leave his post on Feb. 28 ? Vittorini's 71st birthday ? and will be replaced by Walter Anderson, Parade editor and Parade Publications executive vice president.
Vittorini's two decades at Parade's helm capped a publishing career of about 50 years that included stints in sales and marketing at the Saturday Evening Post and Look magazine, along with service as publisher of Redbook. Since Vittorini took over Parade in 1977, the magazine's circulation climbed from 20 million to 37 million dollars, with ad revenues skyrocketing from150 million to more than 500 million dollars.
"We had some very basic goals, and it began with improving the product, intellectually and physically," Vittorini said about his tour of duty. "There was a need to improve newspaper relations, and we did. The ad revenue came with it."
At the same time, the Sunday magazine business as a whole has become more competitive as rival USA Weekend and other weekend supplements grow and continue to bite into the market.
"Some of the things that are going on now are very, very exciting," said Vittorini.
Newhouse said the company is losing a valuable commodity in Vittorini, but believes Anderson can do the job.
"Carlo's contributions to Parade have been numerous," Newhouse said in a statement. "Walter is an editor of great distinction with overall knowledge of Parade's operations."
Unlike Vittorini, Anderson rose to the top through the editorial ranks. Starting as a reporter at the former Reporter-Dispatch in White Plains, N.Y., Anderson eventually reached the post of editor and general manager there and, later, went on to similar jobs at several nearby papers.
Anderson, 55, joined Parade Publications as a senior editor in 1977, became managing editor in 1978, editor in 1980, and added the title of executive vice president in 1996. He said he had no immediate plans for great changes or redirection of Parade, but said it must focus on the needs of both readers and its client newspapers.
"There is nothing to fix," Anderson told E(and)P. "I am going to continue to encourage finding ways to serve newspapers. But, structurally, I don't have plans to change."
Anderson asked newspaper publishers and editors to let him know what they need from Parade and what, if any, changes or improvements they'd like to see. "I want to understand what some of their challenges are," Anderson said. "There may be new ways where we can help."
Anderson said he plans to take between two and six months to find a new editor.
(Editor & Publisher WebSite:http:www.mediainfo.com) [Caption]
(copyright: Editor & Publisher December 11, 1999) [Caption]


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