Word: bulletin
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Dates: during 1960-1969
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Bethell talks like a publications pro and he is. He came to the Alumni Bulletin this fall after eleven years at McGraw Hill where he was senior editor of National Petroleum News. The bi-weekly Bulletin is virtually a one-man show, a haven for someone like Bethell who exults in "running a magazine the way I want...
...Whether your magazine is devoted to higher math or cheesecake, the same principles apply," Bethell says, and most of the changes in the Bulletin this fall reflect his passion for making it readable. The cover has been jazzed up with the addition of banner headlines to entice readers to articles inside. More and more the Bulletin has assumed a recognizable organization, as bric-a-brac like letters and book reviews appear issue after issue in the same part of the magazine. Bethell has added humorous pictures and a news-style headline to give the traditional sports column (always about...
Bethell has more up his sleeve than technical tricks. He wants the Bulletin to emphasize more hard news, and he dreams of turning it into newsstand competition for Time and the Atlantic. "Right now Sheldon Cohen hides us, Felix gives us a pretty good display, and Nini's is a barometer--if the issue is exciting there'll be three or four up with clothespins; otherwise you can't find it. I'd like to be exciting more often." Bethell considers the fall's biggest symbolic achievement the 20 inches the UPI wire devoted to extracts from a Bulletin interview...
Despite its unique autonomy, the Bulletin has no self-conscious editorial policy, and no editorials at all. "They are a good way to be controversial but not the only way," says Bethell; "besides, I don't know who the Bulletin would speak for, not for the Associated Harvard Alumni, and surely not for the University." Bethell prefers to be provocative in what he calls "news analysis." He has run two articles on British journalist Henry Fairlie's charges of a Kennedy takeover at Harvard, and gave extensive coverage to the McNamara confrontation last November...
Harvard alumni are notorious non-writers (even the McNamara incident drew only 25 letters). A famous cartoon in the Bulletin's fiftieth anniversary issue shows seven superimposed editors, each sitting beneath the portrait of his predecessor, and each reading a letter that begins "It strikes me that this year's football ticket situation is the worst in Harvard history." The implication that the old alums who do put pen to paper are sure to be uninspired and predictably stuffy isn't true, according to Bethell...