Remember Mark Pasetsky? The “alleged inspiration for Courteney Cox’s Dirt editor “resigned” from Bauer Publishing’s Life & Style last fall and went back to his job in marketing, but, apparently, he’s not feeling entirely fulfilled.”

Folio reports that he “has started a blog that is fascinating and gross and wonderful all at once, like a silkworm. It’s called Cover Awards, and on it Pasetsky weighs in on the covers of various weekly magazines, noting what he would have done differently (”What do they mean when they say “Clinton vs. Obama. How to Win”?”) and giving kudos: “The Heath Ledger story, “Did Drug Doctors Kill Him?” is SUPER STRONG. It’s an obvious question, but one that hasn’t been answered.” Right, and we’re sure the Globe will get right to the bottom of it! Click, don’t scroll, your browser to this hot new site immediately.”

December 28th, 2007 Lucia Moses /Mediaweek

Ex-Life & Style editor and general manager Mark Pasetsky is planning a new online venture, Coverawards.com, that would rate magazine and newspaper newsstand covers. On the site, set to launch in the first quarter of 2008, Pasetsky said he would evaluate magazine and newspaper covers and their online home pages and invite readers to submit their own comments.

Pasetsky said the site would provide a way for editors and publishers to get real-time feedback on covers after they appear. He plans to post covers himself as well as invite publishers to submit their own. “Other sites post covers, but the site will be fully committed to posting covers,” he said. “To be able to see what consumers are saying–that would be a great resource.”

The site also would serve as a billboard for a cover consulting practice Pasetsky has been trying to build since he left the Bauer Publishing weekly four months ago. He also expects to seek ads for the site as it builds up traffic.

Pasetsky said that while his most recent work experience influences his interests, the site content won’t be limited to those of celebrity weeklies. “Obviously I do have an interest in the celebrity weekly category” he said. “There’s so much change in the celebrities that are being covered and coverlines that are used. But I’ll be open.”

Mark Pasetsky, former editor-in-chief and general manager of Life & Style, has launched a magazine cover consulting service, called Mark Allen & Company. According to a statement by Pasetsky, this service will help magazines compete in an increasingly competitive newsstand market, reports Folio.

Below is an article in Fortune Magazine featuring Mark Pasetsky and his service Executive Branding.

(FORTUNE Magazine) – It’s clear that today’s celebrities are becoming brands unto themselves (see “Celebrity Inc.” on fortune.com). But now even middle managers can get into the act. Mark Pasetsky, a former flack for MTV’s online operations, has launched Mark Allen & Co., an executive branding service, out of an office in the Meatpacking District of Manhattan (known for branding of a different sort). “You have to have a high profile to be successful,” says Pasetsky, “so it’s almost like career insurance for yourself.” Tactics include speaking at industry conferences, writing op-ed pieces, joining the right charities, and hitting the gym to keep your brand fit and trim. Pasetsky has even created a logo for one client. “I can work with anyone who has the potential to have a story,” he boasts. The problem? Most executives are leery–and rightfully so–of stealing limelight from their publicity-hungry CEO. But Pasetsky says you can create a niche for yourself that will further your career and won’t get you fired. And with four clients in his first month, it seems to be working. So if you see your VP of finance in the gossip pages next to J. Lo, don’t be surprised.