Ah! Well, worst comes to worst, I'll use Custom Post UI plugin. But I'm really interested in figuring out how to accomplish multiple post types. Appreciate any insight you have into this dirty work.
<?
/* create custom posts
*** mags
*/
add_action('init', 'create_mags');
function create_mags()
{
$labels = array(
'name' => __( 'Mags' ),
'singular_name' => __( 'Mags' ),
'add_new' => __( 'Add New' ),
'add_new_item' => __( 'Add New Mag' ),
'edit' => __( 'Edit' ),
'edit_item' => __( 'Edit Mag' ),
'new_item' => __( 'New Mag' ),
'view' => __( 'View Mag' ),