Understandably a magazine like Vanity Fair feels it necessary to change up editorial content occasionally. Even if the ossification is due to bicoastal restaurateur Graydon Carter playing at publishing too long. (As the New York Observer illustrated at left.) That may explain why the October issue’s annual “New Establishment” list is incredibly anemic this year: only 50 in number (it’s usually 100) with no Big Media barons but instead a bunch of Hollywood never-weres. Moguls may find their names on this year’s inaugural VF list of 25 called the “Powers That Be” which to me reads more like the patrons of Graydon’s many eateries. But Carter claims: “These are the people who have shaped the world we live in today — and continue to wield enormous influence. Many are longtime New Establishment members, and their destinies are intertwined with the members of this year’s New Establishment.” The magazine also sweeps some mainstays over to a new and unordered “Hall Of Fame” because “some power is permanent”. Or, more likely, Graydon needs new investors for his next café. I bet a lot of bigshots are not going to be amused by this. That said, my snarky tone has nothing to do with the fact I made last year’s list but am not on it this time around. (Maybe because I called Bridesmaids wrong?) As a bigtime corporate publicist confided to me just now: “I told my clients that got bumped that next year they needed to start eating at his restaurants to get on the list. Seriously.” Hollywood types include:

New Establishment: 7. Reed Hastings, Netflix – 8. John Lasseter, Pixar, Walt Disney Animation Studios – 9. Lady Gaga, singer – 14. Tim Burton, Johnny Depp, and Graham King, Movies – 16.  J. K. Rowling, Harry Potter – 17. Trey Parker and Matt Stone, South Park – 19. Herb Allen III, Allen & Co. – 20.  Judd Apatow, Apatow Productions – 21. Jay-Z, Roc Nation – 22. Todd Phillips, Green Hat Films – 24. J.J. Abrams, writer, director, producer – 28. Jon Stewart and Stephen Colbert, television – 29. Mark Wahlberg and Stephen Levinson, Leverage – 37. Peter Jackson, Wingnut Films – 38. Ryan Kavanaugh, Relativity Media – 43. Ashton Kutcher, actor, investor – 44. Tyler Perry, director, producer, writer, actor – 50.  Justin Timberlake, singer, actor.

Powers That Be: 1. Steve Jobs, Apple – 4. Rupert Murdoch, News Corporation – 5. Brian Roberts and Steve Burke, Comcast, NBCUniversal – 7. Bob Iger, Walt Disney Company – 8. Jeffrey Bewkes, Time Warner – 11. Brad Pitt and Angelina Jolie, movies, philanthropy – 15. Richard Plepler, Sue Naegle, and Michael Lombardo, HBO – 17. Harvey and Bob Weinstein, the Weinstein Company – 19. Lorne Michaels, Saturday Night Live – 20. David Zaslav, Discovery Communications – 22. George Bodenheimer and Anne Sweeney, Disney Media Networks – 24. Bonnie Hammer, NBCU Cable Entertainment and Cable Studios.

Hall Of Fame: Edgar Bronfman Jr., Warner Music Group – Philippe Dauman, Viacom – Tom Ford, designer/filmmaker – Ted Forstmann, IMG Worldwide – Tom Freston, Firefly3 – Brian Grazer and Ron Howard, Imagine Entertainment – Tom Hanks, actor – Jeffrey Katzenberg, DreamWorks Animation – John Malone, Liberty Media – Ron Meyer, Universal Studios – Leslie Moonves, CBS – Oprah Winfrey, OWN.