WOMEN'S S&F BUMPS RATE BASE; AMY LOVE AND HER REAL SPORTS

          Women's Sports & Fitness magazine will announce a 37%
     increase in its ad rate base, the largest percentage jump
     for any Conde Nast title in the past eight years, according
     to Matthew Rose of the WALL STREET JOURNAL.  Starting in
     2000, the magazine will guarantee advertisers a circulation
     of 650,000, up from 475,000.  The rate-base increase will be
     followed by "an equivalent jump in ad rates."  Rose writes
     that the gains at the magazine marks "a surprising turnabout
     for the title" (WALL STREET JOURNAL, 9/23).
          ALL THEY'LL READ IS LOVE, LOVE IS ALL THEY'LL READ: In
     San Jose, Alastair Goldfisher profiles Amy Love's Real
     Sports, a women's team sports magazine launched in December. 
     With three issues since December, Love "eventually wants to
     go monthly" and estimates a nationwide circulation of
     100,000.  Love "has used women's sporting events to hawk the
     magazine" and has raised $500,000 from 25 investors.  Her
     goal is to raise about $3M (S.J. BUSINESS JOURNAL, 9/20).