The King of New York

PR. don Bobby Zarem is out to save New York again, GEORGE WAYNE finds out what he has in mind.

George Wayne: Tell me your first brush with celebrity.

Bobby Zarem: Tallulah Bankhead came to Savannah, Georgia, and a friend and I sneaked out of Sunday school and down to the Savannah Hotel, found out the room number, and knocked on her door. She said, "Who is there?" and we said, "We'd like your autograph." She said, "Go away!" Then a maid came with her breakfast. We got on our hands and knees and followed her into the room. And there was Bankhead in bed with the actor who was touring with her, reading the paper. Then we asked for her autograph, and she threw the paper at us, and called us "motherfuckers."

G.W. Which celebrity is the biggest press whore in the world?

B.Z. It's a real hard question to answer. Me. If I'm honest, me.

G.W. You and. . .

B.Z. Dr. Ruth.

G.W. Who are your favorite new stars?

B.Z. Aaah, I love that question. Niki Taylor, the model, Eric Lindros, the ice-hockey player, Denis Leary, the comedian.

G.W. Some say you invented the "/

Love New York'' campaign, but. . .

B.Z. If anybody disputes it, they are either extremely unknowledgeable or a liar. I was trying to save the city [with that campaign], unlike a number of self-serving people, who are trying to take credit. I was very bitter about it for a while. I didn't care if any of these fucking asshole pricks flipped into the East River. When you do what I do, you're not supposed to take credit. If you've built careers for Dustin Hoffman and AnnMargret and Diane Keaton and Cher, it's supposed to look like their sheer talent accomplished what they accomplished. I haven't gone through life looking for credit.

G.W. You've now come up with this new slogan: "New York, It Ain't Over!'' What is that about?

B.Z. The purpose of this campaign is to [show] the rest of the world that there will always be this energy and vitality in New York. Nobody's paying me to do this. I already have the most terrific people in this city behind me: John McEnroe, Walter Cronkite, Norman Mailer, Don Mattingly of the Yankees, Christy Turlington, Carly Simon. ..

G.W. Will she sing the theme song?

B.Z. Probably not.

G.W. Are some people born famous?

B.Z. No. You see, the word "celebrity" could apply to Son of Sam. It's not based on merit. I've been offered hundreds of thousands of dollars by people when I couldn't pay the electricity bill that month, but I'm only interested in quality or character. . . . That's what I have. That's what I am. I don't have much else.