The Magazine Publishers of America, the trade association of the industry, was once known for golf outings and glad-handing, especially at the American Magazine Conference, its yearly get-together. Lately, however, the MPA has focused on making magazines seem cool. This year’s American Magazine Conference, to be held in Puerto Rico in October, will feature some of the industry’s more controversial superstars, including Martha Stewart herself.

Stewart and Susan Lyne, now CEO of Martha Stewart Omnimedia, will discuss brand building and their current challenge, rebuilding a brand. Other headliners include Matthew Cooper of Time; Senator McCain, who will share insights on leadership; and a panel hosted by Michael Kinsley of the Los Angeles Times about the relationship of the press and the public. Its title: “They Hate Us, They Really Hate Us.” Ana Marie Cox, the editor of wonkette.com, known for its snarky take on journalism, is on that panel.

For outsiders, the most interesting event at the conference may be the announcement of the 40 most important American magazine covers of the last 40 years, as selected by the American Society of Magazine Editors. Currently ASME is hosting a competition to identify and rank these covers. The contest, also called “Magazine 40/40,” was created to celebrate the 40th anniversary of ASME’s National Magazine Awards.

“The goal of ‘Magazine 40/40’ is to honor the most memorable, influential, compelling, and iconic American magazine covers, from January 1965 to the present,” explained Marlene Kahan, ASME’s executive director. “The covers on this distinguished list will be those that reflect the essence of the magazines, the times in which they were published, and their impact on American culture.”

The contest is open to all magazine publishers in the United States and the cutoff date for submissions is next week. A panel of 50 editors and art directors will judge the submissions, and there is no doubt the top cover choices will receive a fair amount of publicity. Obviously covers that reflect news events such as September 11 and those focused on iconic personalities like Madonna or a naked, pregnant Demi Moore are leading contenders.

Meanwhile, the next big event on the schedule for the MPA is one they are hosting in late September, Advertising Week, which includes seminars, exhibits, and receptions held throughout the city. Last year more than 40,000 people attended the various events.

Howard Polskin, the vice president of communications for the MPA, said he was especially excited about an event the group is co-hosting that will feature comedian Jon Stewart. It is part of another MPA series called “Inside the Covers,” which features prominent editors discussing issues of the day.

On Thursday, September 28, at Jazz at Lincoln Center’s Rose Hall, Mr. Stewart will quiz and trade barbs with four top editors: Graydon Carter of Vanity Fair, Jim Kelly of Time, Kate White of Cosmopolitan, and David Zinczenko of Men’s Health. The audience for the invitation-only event will be more than 1,000 advertising and publishing leaders. “We hope it will be the highlight of the week,” said Nina Link, president and CEO of the MPA.

The association is also currently running a series of ads about the “quiet power of magazines.” “In this ‘age of interruption’ where we are constantly confronted by pop-up ads on the Web, magazines are an oasis of calm where readers can really get involved in both the features and the advertising in the magazines they love,” Mr. Polskin said.

The campaign promotes the staying power of publications. The ads show models in very high-tech settings, curled up in a bathtub or on a park bench, accompanied by a robotic dog, still calmly reading their favorite magazine.

To go along with the theme, the MPA asked magazine editors to create some covers of the future which are posted on its Web site. They are very funny. Some of my favorites show that as much as things are sure to change, they will also likely stay the same: Cosmogirls will still be checking out hotties, Good Housekeeping readers will still be clearing clutter, Esquire subscribers will still care about Britney Spears (no matter how old she gets); and People will continue to put television stars on their covers – even when they are no longer people.