Page Six Magazine, which debuts this Sunday, is positioning itself in the growing luxury ad scramble. Can the Page Six brand do what the celebrity gossip weeklies have thus far been unable to do? From Richard Perez-Pena of the New York Times:

''The first issue, at 96 pages, will have ads from Calvin Klein, Mercedes-Benz and BMW, among others ... the sort of lucrative displays that are rarely seen in the Post.''

The marriage of a ''luxe bucks'' sensibility with an infusion of celebrity gossip -- already a crowd pleaser -- may prove to be a potent combination to The Post. Newspaper ad revenues have declined over ten percent in the second quarter of the year, according to the Newspaper Association of America. The Times goes on to note that Sunday sales account for ''a disproportionate share of most newspapers' ad revenues.''