Word: felkers
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This is not exactly the predicament that L.A.'s managers envisioned a scant 16 months ago. Then they were hunkered down for Clay-day: the invasion of their territory by Clay Felker and his new New West magazine, supported by a $4 million start-up budget. As a California clone of Felker's sassy, brassy New York magazine, New West, it seemed, had only to come and be seen to conquer. "In fact," says L.A. 's Baker, "New West is the best thing that ever happened...
...year-old L.A.'s response to the "carpetbaggers," as some Californians dubbed Felker's forces, was to spruce up its graphics, sharpen its point of view and 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...
...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 and two smaller CHC publications will be bought next week by ABC for $ 10.5 million. Four years ago, Felker could have taken...
...Instead, Felker started up New West. His formula was simple enough: the service chic that had worked so brilliantly in New York should also succeed in California. The magazine dove into muckraking political coverage although Baker believes that Californians are less intrigued by politics than are New Yorkers...
...West's extravagant start-up costs were partly responsible for Felker's fall and the New York Magazine Co.'s takeover by Australian Publisher Rupert Murdoch (TIME cover, Jan. 17). The magazine was turned over to a dizzying succession of new editors and writers struggling on their own. Murdoch has not ordered any major changes for New West, possibly because he is absorbed with his more important acquisition, the New York Post. As a result, Managing Editor Frank Lalli, a holdover from the Felker regime, has been given greater autonomy...