Jason Binn's Niche Media has discovered a winning commercial formula for Hamptons and its other magazines: print party photos of socialites; invite advertisers to parties at which said personages are supposed to be present, but usually aren't; and get them to spend on advertising to this largely fictional audience. (Much like the rest of media, but more so.) The greatest cost-saving innovation of all: journalism is a superfluous function. As Binn has demonstrated by appointing his wife and chief salesperson to top editorial positions.

Gotham magazine has compiled its list of the hottest 100 most eligible bachelors in New York. And ladies, just a note, if these guys are the creme of the crop, you are soooooo screwed! First of all, many of them are "openly" gay. Second of all, though there are 770,000 more unmarried women than unmarried men in the New York City area, there is no excuse for including Ronn Torossian, the newly divorced and unbearable 5W PR honcho. (He represents Joe Francis!) The list also includes a guy named Jono (no last name) and Cator "Dandy in Distress" Sparks, a freelance writer. There's also a couple I-bankers, a Kushner (obviously) and even a Knick, who you know knows how to treat the ladies right! The only name missing from the list is prime monster Eric Schaeffer but we hear he's still dating Kelly Kreth, the New York Press's new sex columnist, which is so very unfortunate for her.