The founder of One Ventures is Dana Lyon, the former executive publisher of Wired magazine.

Mr. Berman, 38, its executive publisher, has spent his career in marketing and public relations.

Mr. Berman, 38, the executive publisher, said the issue had 50 new advertisers, an impressive showing for a fledgling magazine.

Rheingold was previously the executive publisher of Harris Publications, home to hip-hop publications such as XXL and Scratch.

"It isn't a fad anymore," said Victor Lavay, its executive publisher.

Dana Fields, executive publisher and president of FHM, said that all of the liquor advertisers decided to move their ads to the December issue.

LEAD: * Gerard A. Byrne has been named executive publisher of Variety, the entertainment industry newspaper.

In 2001, Marshall Sahlins became the executive publisher of a small press called Prickly Paradigm.

Knight Landesman, executive publisher of Artforum, said the art magazines are part of a mix essential to keeping the industry healthy.

"I would love for it to be free," said Alan Leshner, executive publisher of the journal Science, but "we have to cover the costs."