http://www.timesleader.com/mld/timesleader/9850791.htm
In South Jersey: Two magazines with the same name go to court
GEOFF MULVIHILL
Associated Press
MOUNT LAUREL, N.J. - South Jersey's age-old identity crisis has become a federal case for two rival magazine publishers.
One periodical that calls itself South Jersey Magazine is suing a company that was planning to produce another publication by the same name. The lawsuit filed last month in U.S. District Court in Camden drags in a third publication - the defunct South Jersey Magazine.
For the record, still another similarly named publication, SJ Magazine - which calls itself, right on its cover, "South Jersey's Magazine" - is not part of the litigation.
Keeping the parties straight in the case is challenging, to say the least. And the dispute echoes a long-standing question about Garden State geography and culture: Exactly what is South Jersey?
Ask someone in Bergen County and you might hear that Princeton is in South Jersey. But to some along the Delaware Bay, the Philadelphia suburbs are too far north to be considered south.
From 1972 until two years ago, Shirley Bailey published a quarterly called, of course, South Jersey Magazine, that chronicled the history of the region - with particular emphasis on its rural heritage.
In March, Bailey sold the name to Cape Publishing, which planned to launch a new South Jersey Magazine later this year. That publication would have history-oriented features about rural and small-town South Jersey and especially Cape May, at the state's southernmost tip.
Unlike Bailey's black-and-white affair, Cape Publishing's version would be a glossy full-color magazine.
And, for the record, Cape owner Bernard Haas said it would be nothing like SJ Magazine, a four-year-old lifestyle title based in Cherry Hill.
"I don't think we need yet another lifestyle magazine about the suburbs of Philadelphia," Haas said.
But soon after he thought the $20,000 he paid Bailey had secured the name for his publication, he ran across the other South Jersey Magazine, a Philadelphia suburb-centric lifestyle magazine that began publishing in April.
Thomas Mattioli, the lawyer for GPI Media of Medford, which puts out the latter publication, said the payment to Bailey did not buy Cape Publishing the trademark to South Jersey Magazine because no one has registered one.
Haas and GPI Media both want the same thing from a federal judge: A ruling on who is entitled to the name.
The court fight reminds Bailey, 76, of her early days of putting out her magazine in the early 1970s.
"Within a period of two or three years, four or maybe five other South Jersey Magazines came out," she said.
Her lawyer, she said, put an end to each of them.
--------------------------------------------------------------------------------------------
And I guess this is the answer to one of my questions...
...
No one... 
