NEW BAG FOR ROCK MAG? The rumor...

NEW BAG FOR ROCK MAG? The rumor mill has been pumping overtime with news that Hits Magazine hotshots Lenny Beer and Dennis Laventhal have put together a deal, aided by Giant Records chief Irving Azoff, to buy Creem magazine. The vintage rock mag, which has been trying to make a comeback in the past year as a sleek, large-size bimonthly publication, has built a circulation base of about 100,000 readers, but is still losing money. One intriguing report even has Giant Records boosting the magazine’s record-store presence by setting up a distribution arrangement through Giant’s WEA Distribution ties.

According to the principals, any talk of an official deal is premature. “We’re in discussions with Dennis and Lenny about investing in the magazine as partners,” explains Creem publisher Marvin Jarrett. “But I would continue as publisher and editor and retain a piece of ownership.” Hits editor Beer says: “We’ve explored the situation because we’re magazine owners and want to have a consumer vehicle. But so far it’s strictly in the conversation stage.” If Giant were to be financially involved in Creem, it could raise concerns about a possible conflict of interest with a record company owning a magazine covering its business. But Azoff insists: “I’m strictly a middleman. I just got Marvin together with Dennis and Lenny. They’ll take it from there.”