Memo Pad: At Least they Look At Pictures... About Me... My Kingdom For A Horse...

AT LEAST THEY LOOK AT PICTURES: New York magazine will reverse the usual print-to-Web trajectory by spinning off some of its online fashion coverage into a semiannual magazine. The visually driven New York Look will debut in November with an emphasis on the magazine's "5 x 10" format — five examples of 10 trends that comprise "incredibly ruthless distillations of the trends of the season," according to editor in chief Adam Moss. He argued this "elegant sorting" offered an editorial authority unavailable online, as well as the "tactile experience" of print. The magazine will appear soon after the New York and European shows, and will be a combination of controlled circulation and selective newsstand sales. Produced by New York magazine's existing fashion staff with the aid of freelancers, Look will have little writing and no portfolio photography, only runway shots.

If all of this sounds like an inexpensive pursuit with high ad-grab potential, Moss doesn't dispute it (although he insisted it will be nothing like its prospective competitor, The New York Times' advertising driven T). "I hope it's good for advertising, and it's not going to be very expensive to produce, but we will take our money and spend it on beautiful design," he said. "It will not look like a supplement. It will look like a beautiful magazine." — Irin Carmon

ABOUT TIME: Time Inc. on Monday made two major moves in its corporate ranks: Howard Averill was named chief financial officer, while Mitch Klaif was appointed the publisher's senior vice president, information technology. Time Inc. had not had an official cfo since Richard Atkinson, who left the company in December 2005 during a corporate reorganization where 105 executives were let go. Since that time, Howard Rosen had been acting cfo in addition to his role as controller. Averill joins Time Inc. from NBC Television Group, where he was executive vice president and cfo. He takes his new position June 6. Klaif, meanwhile, was promoted from vice president of Global Magazine and Digital Technology and replaces Paul Zazzera, who is leaving the company. — Stephanie D. Smith

MY KINGDOM FOR A HORSE: A hazmat suit isn't normally on the racks for a magazine shoot, but there are exceptions. When House & Garden was photographing painter Kehinde Wiley for its annual Tastemakers issue, the photo team decided Wiley's equestrian subject matter and the converted church that he uses for a studio were ideal for shooting him on a horse. The problem was that photographer Jeff Riedel is debilitatingly allergic to horsehair — hence the hazmat intervention. House & Garden celebrated its Tastemakers at a party last Wednesday. — I.C.

JOINING HEARST: Stefanie Rapp has replaced Lesley Campoy as advertising director for Town & Country magazine and its additional titles, Town & Country Travel and Town & Country Weddings. Campoy left to become publisher of C Magazine in Los Angeles. Previously, Rapp was the beauty sales development director at W and, before that, a luxury and grooming director at Details. Jim Taylor, publisher and vice president at T&C, boasted that with Rapp's help, he aims to boost beauty pages from less than 100 annually to approximately 200 to 300. "It won't happen overnight but that's what were aiming for," he said.

And the title will need all the beauty pages it can get. In the first half, T&C's pages decreased 2.2 percent to 773, according to Media Industry Newsletter. Taylor pointed to June as a particularly difficult month for the magazine. "The auto business has been tough and we were a little off in fashion," he added, noting fashion should rebound during the second half. — Amy Wicks

BUILDING A NEW PROPERTY: As details emerge of The New York Observer's partnership with Cushman & Wakefield for a weeklong fashion and arts event, the newspaper's repositioning under newish owner Jared Kushner is phrased more bluntly than ever: The first sentence of the press release calls the weekly "New York City's newest real estate read." (The Kushner family's real estate firm, Kushner Properties, is increasingly making its presence felt in New York; 26-year-old Jared bought the paper last year). Taking place during the second week of June, the fashion and arts event will include an exhibit of "customized fashion forms" by the likes of Benjamin Cho, Libertine and Ruffian, as well as screenings and parties at Cushman & Wakefield's 21 Mercer Street. The event's working title, The New York Observatory, has accordingly given way to Location, which also is the name of the Observer's new real estate section. The Observatory is now the name of an event subtitled "Testimonials From the Newsroom," which will be Observer writers giving firsthand recaps of their experiences. — I.C.