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WORLD: MEDIA ANALYSIS - Wolff makes bid to run with the hare and the hounds.

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| January 09, 2004 | COPYRIGHT 2004 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Wolff targets media owners in his book, as he tries to be one himself.

There's no-one busier in US media right now than Michael Wolff.

The magazine columnist is bidding to buy New York magazine with the Interpublic Group's Donny Deutsch, he's in negotiations about starting his own chatshow on Fox News Channel and he's promoting his new book, Autumn of the Moguls (Harper Business).

'It's a shining moment for my career,' he says, before immediately retracting the statement because he thinks it sounds too boastful.

Autumn of the Moguls is due out this month in Britain and media executives should prepare themselves for a tongue-lashing when Wolff hits the publicity circuit. To give you a taste, here's what he told Campaign recently about global agency networks.

They are 'run by people who know nothing about advertising', he says.

'The idea that you will be able to get great work out of disparate agencies across the globe is just ridiculous.'

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