It Cetera

IT SOUND Scratching
Once a staple of early rap, it's made a comeback on albums from Janet Jackson and Mariah Carey. Joan Osborne even took a turntable on tour with her.

IT VILLAIN Girl Reporters
Notice how Deep Impact and Godzilla revolve around the Eve-ishness of Téa Leoni and Maria Pitillo, who see natural disaster as their big break?

IT CARTOONIST Chris Ware
Meet the king of the indie-comic-book world. This illustrator's funny and often disturbing drawings will fill a book that will ship later this year.

IT INFOMERCIAL Slam Man
Hosted by Sugar Ray Leonard, this home-boxing workout tape comes with a blue foam whupping boy whose body parts light up when they're hit. Yowza!

IT VACATION DESTINATION Morocco
Not just Rick's place anymore, Tom and Nic, Sly and Whoopi have taken R&R here.

IT VIDEO DIRECTOR Jonathan Glazer
A brilliantly inventive MTV auteur (and when's the last time you heard that phrase?), he directed Jamiroquai's "Virtual Insanity" and made Jay Kay, the cat in the hat, look like Fred Astaire. Also lensed Radiohead's creepy revenge clip "Karma Police."

IT COMBO Viagra and Prozac
One gives what the other takes away.

IT CHANNEL The Game Show Network
Feel like a million bucks yelling "No whammies! No whammies!"

IT PROFESSION Math
After Matt Damon proved mathematicians can be wispy-haired sensitive souls in Good Will Hunting, upcoming films [Pi] and Rushmore make number crunching a prime gig.

IT EXERCISE Pilates
Pronouncing the name of this stretching regimen is half the battle.

IT DRINK: Red Bull
A supercharged, highly caffeinated energy drink from Austria. Could easily fuel Ah-nuld's Hummer.

IT RERUN Law & Order
Hell, it's only on about 73 times a day!

IT GAME Nintendo's Game Boy Pocket Camera
For budding Spielbergs, the toy that enables the user to project his or her image into a videogame.

IT PARLOR GAME Ping-Pong
Fans include Veronica Webb, Woody Harrelson, and hipster director Tony Kaye (American History X). Can we now stop pretending we like to play pool?

IT READ Hello
The English tab that covers British TV stars, soccer players, and heirs to the thrones of countries you never knew existed. And yes, Hello's subjects are as scintillatingly scandalous as those on Jerry Springer—but their estates are nicer.

IT L.A. DIS The smoking excuse (now that you can only puff outside)
"I'm going for a cigarette." Read: "You're boring me, I'm leaving."

IT MATCHMAKER The Lovegety
The Japanese gizmo that beeps whenever you are within 100 yards of a similarly programmed and like-minded Lovegety.

IT METAL Titanium
From credit cards to the walls of the Guggenheim museum in Bilbao, Spain, this is the king of the metals.

IT COMEDY LAUNCHING PAD The Upright Citizens Brigade
This NYC-based improv quartet, who often pop up on Late Night With Conan O'Brien sketches, have finally landed their own yuk-fest airing this summer on Comedy Central.