Word: ad
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Dates: during 1970-1979
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...Everything the Globe said is true," Joe insisted. "It reflects Harvard's attitude towards athletics; it's so wishy-washy. Another place that takes its athletics seriously would have had an AD in a week...
Such righteousness does not come cheap. The L.A. Times, for instance, carried $1 million in porn-palace ads in the past year, and the New York Times grossed $750,000. But publishers are growing weary of watching their entertainment pages become newsprint versions of Times Square, and of being constantly outsmarted by porn princes. "They brought it on themselves," says C.K. McClatchy, editor of the Sacramento and Fresno Bees. "We tried to police them, but it got too tough. They always had a gimmick." One theater, McClatchy recalls, submitted an ad featuring a woman singing into what appeared...
...magazine has recovered somewhat this year; first-quarter ad pages were ahead 30% and newsstand sales were up 10%, though total circulation is down a bit, to 1 million. The new management hopes to extend that rally-and make Esquire more timely-by shortening its Rip Van Winklesque lead time (the January issue is now in preparation) and doubling the magazine's frequency. Felker, 51, is tight-lipped about what else may mark his reign, but emphatic about what will not. Still smarting from his takeover by Murdoch, he has worked out an agreement with Harmsworth, whose firm...
...attract a bunch of bright new byliners. The defenders were helped by all the hoopla Felker fomented: in effect, it sold Southern Californians on the notion that they deserved a first-rate magazine. Since February 1976, L.A.'s circulation has soared from 90,000 to 128,566. Ad pages are up 50% (to 184 pages in August) over .he same period. L.A. ranks No. 3 (after Yachting and Trailer Life) in ad pages for all U.S. monthlies, and is No. 1 among city magazines...
...sure, the biweekly New West has racked up an impressive 315,038 circulation and an average of 52 ad pages per issue since its inception. Yet the new magazine so far lacks the style and focus of its competitor, and seems to have leveled out in readership and advertising gains. New West's subscription-renewal rate is running at a disappointing 40%, v. L.A. 's robust 76%; the latter also has a healthy newsstand circulation at $1.50, 50% more than New West's at $1. As a further measure of L.A. 's success, the magazine...