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Hoping to reach readers who are tired of edginess (or perhaps frightened by it), Hallmark has announced plans to start an edge-less magazine of its own. The senior team is already in place: editor-in-chief Lisa Benenson hails from Rebus Media (you were expecting Radar?), the president once ran Rodale's Organic Living division, while the publisher did time at More and Bon Appétit, and the circulation chief is from Ziff Davis... At the sharp end of the edginess spectrum, Isaac Mizrahi has pressed the creative director of Paper magazine into service creating a prototype for his ...
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