Wasserstein gets Sard's assistance on 'New York' buy

NEW YORK: Financial communications shop Citigate Sard Verbinnen has been helping Wall Street financier Bruce Wasserstein through his recent purchase of New York Magazine.

NEW YORK: Financial communications shop Citigate Sard Verbinnen has been helping Wall Street financier Bruce Wasserstein through his recent purchase of New York Magazine.

Flying largely under the media's radar, Wasserstein, the Lazard chairman who counts American Lawyer and The Deal among his media properties, early this year snatched up the coveted weekly magazine from publisher Primedia for $55 million. In doing so, he outflanked a robust collection of suitors that included a group led by New York Daily News-owner Mort Zuckerman, advertising bigwig Donny Deutsch, and media critic Michael Wolff.

Two weeks ago, the new owner announced that Adam Moss, assistant managing editor at The New York Times and former editor at the paper's Sunday magazine, would take over as New York's editor.

New York spokeswoman Serena Torrey said the in-house public relations staff would be doubled, to two, in coming months. She said the magazine has no plans to search for additional agencies.

Sloane & Co., New York's agency when it was part of Primedia, continues to work for that media company and its stable of more than 250 titles.

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