"I need to ... hire a sex columnist and also look for someone to do horoscopes." So says Chad Schlegel, the new editor of Time Out Chicago, a weekly entertainment guide co-published by Time Out New York and local mutual-fund wonk Joe Mansueto, now scheduled to launch in early 2005. Contrary to what its name suggests, Time Out will not be a gay lifestyle magazine. Instead it will lure readers currently unserved by the Reader or Metromix by combining entertainment listings with a $2 price tag and, um, horoscopes. Sounds to this observer like the target audience will be Gold Coast bluehairs who like to party.