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UPTOWN GUY: Society glossy Avenue has tapped Peter Davis as its new editor for both the monthly print publication and the just-launched Avenueinsider.com Web site. Davis succeeds Janet Allon, who stepped down to spend more time with her family, said Julie Dannenberg, president of Avenue Media, which is a division of Manhattan Media LLC.

“Peter was made for this job. He has his finger on the pulse of everything that’s happening in New York,” said Dannenberg.

Davis was previously features director of IMG’s The Daily and has written freelance stories for a range of titles, including Vogue, Vanity Fair, Interview and The New York Times. He was born and bred on New York’s Upper East Side — Avenue’s home base — and was educated at Buckley, Pomfret and Bennington College. His half-sister is designer Minnie Mortimer and he counts Tinsley Mortimer as an ex-sister-in-law.

Avenue has a controlled circulation of 38,000 and is distributed primarily to residents of the wealthy Manhattan corridor from 57th Street to 97th Street, between Fifth Avenue and Lexington Avenue. Additional pockets of affluence on lower Fifth Avenue, in TriBeCa and on Central Park West make the cut, as well.

Avenue suffered an advertising fall-off during the recession, but page counts have bounced back to 2007 levels, said Dannenberg, who cited Chanel, Graff, David Yurman, Cartier and the city’s high-end real estate brokerage firms as key advertisers.

“We want to refresh Avenue and reach a younger audience, without alienating the existing, older reader,” said Davis. “We are going to be doing a lot with Avenueinsider.com, which soft-launched a couple months ago, and make it very interactive.”

—David Lipke

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