Word: circe
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Dates: during 1950-1959
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...full-page ads, newspapers and magazines often trumpet their conflicting circulation claims in ways that bewilder readers but apparently impress ad agencies. Last week the Sunday supplement Parade (circ. 5,115,300) spoofed the whole practice with a circulation brochure to prove that it is headed unmistakably toward the "googol" (i.e., mathematical term for 1 plus 100 zeros). The present trend, says Parade "is assuredly toward the googol," since their new claimed readership is over one billion. Method of figuring it out: "Start with Parade's documented total of regular weekly readers (12,892,000), multiply...
...such feats the morning Journal (circ. 46,023) and its sister the Evening Bulletin (142,658) have won a reputation as the "journalistic conscience of New England." But they do more than bring wrongdoers to the bar. By giving their readers a blend of New York Times-like coverage, combined with the reflective aura of Boston's Atlantic Monthly and the hominess of the Martha's Vineyard Gazette, they have become the best and most respected New England dailies...
...annual awards dinner of the Tennessee Press Association Inc. in Memphis last week, the prize for the state's "best single editorial" was presented by University of Tennessee President C. E. (for Cloide Everett) Brehm to the Morristown Sun (circ. 3,989). The winning editorial: "The Sad Case of UT's President," a rousing attack on President Brehm for "giving way to a pressure group" and refusing to allow a Russian movie and old Charlie Chaplin films to be shown on his campus. Said President Brehm: "Everyone has the right to have convictions and to express them...
...staff were out on Long Island Sound racing their 19-ft. Lightning-class sloops. For all of them, the weekend on the water was the same mixture of work and editorial play that keeps them glued to their jobs despite the lure of better pay elsewhere. Their magazine: Yachting (circ. 45,675), a salty log for U.S. pleasure sailors...
Climb Aboard. How profitable Yachting is has always been Publisher Stone's secret. It has stiff competition from Hearst's Motor Boating (circ. 51,599), which has more and more broadened its range to include sailboats. In 1938 Stone made sure that his magazine would always have solid backing by getting such famed yachtsmen as Pierre S. du Pont III, Henry S. Morgan, R. J. Reynolds and 17 others to join him in buying the magazine from John Clarke Kennedy (Forhan's Toothpaste), who ran it as a hobby. The present owners, said Stone, merely want...