David Patrick Columbia’s New York Social Diary celebrates the publication of 740 Park in paperback. “Michael Gross’ book,” the web site says, “is fascinating, because aside from his respectful reportage on the architectural plans for the completed building, he tells you the stories of those who lived in the apartments, right up to today. All rich people, in one degree or another, well-gotten and ill-gotten gains; family sagas, dark tales of woes, occasionally happier moments and the complexity of the Family Unit, the meat of novels and movies. And myths.” Then Columbia reports on one of those happier moments, a cocktail party last night celebrating the sumptuous new book, A Passion for Parties, by former 740 resident Carolyne Roehm at her brand (and grand) new home on East 57th Street.