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Fields of male dreams for Petersen

Exec to oversee magazines

NEW YORK — Look out Maxim: EMAP Petersen has taken a giant step forward in launching the U.S. edition of its massively successful U.K. men’s mag FHM by hiring former Wenner Media VP and group publisher Dana Fields to be head of magazine development.

It will be Fields’ job to put together the editorial and publishing side of FHM, as well as Q, a British music mag that will also skew male in its U.S. incarnation.

Once both teams are in place and the monthly magazines launch sometime in early 2000, Fields will take over as president and executive publisher of the company’s men’s general interest group.

As well as finding a suitable topper for both mags, Fields’ immediate responsibility will be to decide what ratebase they will use to launch the titles, as well as nail down a launch date.

Fields’ experience in the men’s field comes from 17 years she spent at Wenner, rising from sales rep to VP and group publisher. During that time she oversaw Rolling Stone and Men’s Journal, both of which have been top performers in the 18-34 male demo.

The Gotham-based Fields will report to EMAP Petersen chairman and CEO Jim Dunning and chief operating officer Tom Moloney.

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