Word: cheetah
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...publications are earnestly making the scene these days, but not for very long. They hitch a ride with passing fads; when the fads run out of gas, they do too. One new monthly, Cheetah, has a better chance of survival because it covers all the current fads without being overly rapturous about them. It is, in fact, quite often acidly funny about them, which is calculated to turn hippies off but to turn other sorts of readers on. Unlike hippies, Cheetah people know their way around. Chairman of the Board Matty Simmons is a graduate of the Diners' Club...
...Another Cheetah contributor had the inventiveness to answer some of those lurid personal ads in the hippie newspaper, the East Village Other. For example: Man, 24, with insatiable appetite for sex, desires meeting uninhibited females for mutual satisfaction. No scruples. Am novice in Arts, but eager to learn. Modern wife consents. Call Ernie, (212) 265-3599. 9 a.m. to 11 p.m." The first time the writer called, all that she could hear was a child squalling loudly in the background and a harassed male voice that shouted, "Could you call me back in a few minutes?" When...
...Khyem-muh. Rudolf Nureyev can't look like I look. You know like I guess you could say I got a unique face. I mean the only person who's got a face that even comes close to mine is Margaret Rutherford. That's my idol." Cheetah also uncovered the "first great mass producer of LSD," a University of Virginia drop-out named Augustus Owsley Stanley III. Operating in a way that might have made a financial success of Edgar Allan Poe, Owsley married a sensuous U.C.L.A. chemistry major and went into acid production in a laboratory...
...Cheetahs still too young to have had an audit, but Simmons claims a circulation of 200,000 and says hopeful things about advertising. Simmons and Publisher Leonard Mogel have provided 50% of the financing; seven of their Wall Street friends have put up the other half. If Cheetah does not make it, however, Simmons has a more conventional iron in the fire. This month he brings out a magazine devoted to a fad that will doubtless never die: Weight-Watchers...
...Cheetah And Jane...