The New ‘Can Do’ Attitude

This article is from the archive of The New York Sun before the launch of its new website in 2022. The Sun has neither altered nor updated such articles but will seek to correct any errors, mis-categorizations or other problems introduced during transfer.

The New York Sun

Two sisters are making a dream come true for their third sister, a young woman, who died on United Flight 93 on September 11. Her dream was to publish a book. The sisters Vaughn Lohec and Dara Near finished the book their sister, Lauren Catuzzi Grandcolas, started but never had the chance to complete. Called “You Can Do It!” it will be published on May 3 by Chronicle Books. There are already 275,000 copies in print.


Grandcolas was an advertising saleswoman based in San Francisco for Good Housekeeping magazine. She noticed that her female friends, often too busy with work and family, put off doing what they dreamed of doing. To encourage and inspire them and other women, she began to write a book to teach them step-by-step how to follow their dreams and seek out new experiences. Borrowing from the Girl Scouts, she even suggested women award themselves “merit badges” when they had mastered a new skill.


A book-packager encouraged Grandcolas’s efforts, and she quit her job and flew to New York to concentrate on completing the manuscript. She was pregnant with her first child at the time she boarded the plane. After her death, her sisters decided to finish the book with the help of Caroline Herter, Grandcolas’s partner on the project, and writer Yvette Bozzoni. Grandcolas had written a proposal for the book, the table of contents, and completed the first chapter before she died. “We felt it was the right way to honor Lauren,” said Mrs. Near, a New Jersey homemaker.


Chronicle Books has teamed up with the San Francisco office of Ogilvy Public Relations Worldwide and sees “You Can Do It” as more than a book but the start of a self-help movement as well. Chronicle went to Ogilvy because of their effective Red Dress campaign, which has raised awareness of heart disease among women. The book has already received considerable attention. Excerpts will appear in Parade, Glamour, Self, Shape, Good Housekeeping, Parents, and even the Costco Connection. Barnes & Noble has declared “You Can Do It!” month from mid-April to mid-May, when it will feature the book in all its stores.


A portion of the proceeds from the book will go to the Lauren Catuzzi Grandcolas Foundation, which was established by her family and friends to support charitable causes.


“Working on the book taught us that yes, you can do it,” Mrs. Near said. “I think Lauren would be very pleased.”


***


Another young woman on a publishing mission is Tricia Staible, the founder and co-publisher of Realiteen, a new magazine for teenage girls. What distinguishes it from the many magazines for girls already making the scene? Realiteens – along with its take on fashion, make-up, music, and movies – emphasizes how important faith is to many teens today.


The magazine’s editor Christine Virgin – don’t laugh, that’s her married name – said, “We wanted to create a magazine that young girls would find fun and entertaining. But we also know that being a Christian was important to us when we were teens and is very important to many girls today. So there is an emphasis on faith in the magazine in many features and how you can use the Bible as a guide in your life. But at the same time, we don’t want to be preachy. We want the readers to really enjoy the magazine.”


Throughout their first issue, interspersed between a makeover of the girls of the McClean Bible Church youth group and a look at Tom Hanks’s marriage, is advice on how to handle being dumped by a Christian boy. The dating columnist’s counsel: ‘I know it’s hard, but as Christians we are called upon to love those who hurt us.” There is even a fashion spread on “cute T-shirts” that proclaim “Jesus Loves Me” and “Satan Sucks.”


Miss Staible, 24, and Mrs. Virgin, 26, are based in Washington, D.C. Previously, Miss Staible worked for Dina Powell in the White House Office of Presidential Personnel; Mrs. Virgin worked at the Voice of America. They teamed up to produce the magazine and borrowed money to finance the first issue. Wasn’t that risky? “We just added to our school loans – and prayed,” Miss Staible said. The 125,000 copies are being distributed free through church groups. “We are getting very positive responses and subscriptions are coming in.” They are already working on a fall issue and looking for investors. Said Miss Staible, “We think God will provide.”


***


Not all of publishing is filled with projects quite as inspiring. In fact, yet another celebrity lifestyle weekly will appear on newsstands next week. Celebrity Living aims to compete with Time Inc.’s In Style – a highly successful, 11-year-old monthly filled with beauty-and fashion- advertisements – and Bauer’s Life & Style – a weekly launched only five months ago that has already garnered hundreds of thousands of newsstand sales. Published by American Media and edited by Bonnie Fuller, AMI’s editorial director, the weekly will give readers yet another bird’s eye view of the lifestyles of the rich and famous. Ms. Fuller is credited with jumpstarting the entire celebrity magazine category with her reinvention of US Weekly a couple of years ago.


Unlike Star Magazine or the National Enquirer, also published by American Media, Celebrity Living won’t give you the inside scoop on the naughty things that celebs do, but rather show you the nice places where they live while they are behaving badly. The first issue’s cover story is on Nick and Jessica’s $3 million mansion. (If you don’t know who Nick and Jessica are, this magazine may not be for you.) Other stories in the first issue include where Oprah went on an African safari and how to buy the shoes that teen queen, Lindsay Lohan, just loves.


One might wonder if the company that publishes the Enquirer and searches assiduously for scandal might have a tiny bit of trouble getting inside celebrity homes or finding out where they do their accessory shopping. But Stuart Zakim, American Media spokesman, said, “We publish many different kinds of publications here, including Shape and Men’s Fitness. Celebrity Living has an entirely different DNA than the Enquirer.”


One might also wonder if the celebrity field isn’t already a bit overcrowded with little space for new entries. American Media acknowledges that this is a five-issue test, and that there will be no advertising in the test issues. The magazine will cost $1.89 – 10 cents less than Bauer’s Life & Style. To help it succeed, America Media is placing Celebrity Living in 50,000 newsstand pockets. “We are trying to get share for our magazines,” Bonnie Fuller said. “I think we can do that.”


Finally, later this week, TV Guide will be spinning off Inside TV, yet another weekly, which has many of the same celebrity-worshipping ingredients as Celebrity Living. Steve LeGrice, the editor, said “We are taking the mix but broadening it.” Inside TV has a 400,000 rate base and will cost $1.99.


On the first cover will be Eva Longoria, the sexiest of the “Desperate Housewives.” The magazine gave a unique women-only launch party in New York and Los Angeles. Why “women-only”? Explained Shira Berk of TV Guide, “It’s because women stay home and watch TV.” And read about Nick and Jessica.


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