Word: deford
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Dates: during 1990-1999
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...National will be overseen by Frank Deford, a former SPORTS ILLUSTRATED writer and NBC commentator who was six times named sportswriter of the year. Deford, who has not edited a publication since his days at Princeton, says he will write a column after the start-up, and regards managing editor Van McKenzie as day-to-day chief...
...Deford is far from the paper's only celebrity writer: by dangling salaries reportedly ranging up to $250,000, the National has gathered a 130-member editorial staff that includes columnists Mike Lupica from the New York Daily News and Dave Kindred from the Atlanta Journal-Constitution, as well as editors from the Boston Globe and Fort Worth Star-Telegram. Boasts Deford: "We will offer the finest collection of writers ever assembled at one daily...
...figures rather than slick writing. The National, on the other hand, presents itself as a literate journal aiming at young, well-off college graduates, presumably male. Some 1,200 pages of ads have been sold for the first year, 20% above initial projections, thanks in large part to Deford's credibility, which he has exploited by pitching to potential advertisers in person. Says Drew Marcus, an analyst at Kidder Peabody: "The paper is going after a very narrow niche, but one with a possibility of success...