Word: herex
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First step came last month when Connolly split the joint management of the two dailies, appointed Hearstling Merrill C. Meigs publisher of the American, Advertising Executive Harry A. Koehler publisher of the Herex. To infuse life into the moribund Herex, Connolly performed a major operation. This week, aided by red flares and sound trucks, red-capped newsboys hawked the first issue of the Herex as a tabloid. To give the tabloid zip, Connolly turned it over to onetime Herex Managing Editor Walter Howey, immortalized as the prototype of all man-eating managing editors by Playwrights Ben Hecht and Charles MacArthur...
Genesis of the Herex fashion column was a job taken some three years ago by handsome Mrs. McLaughlin as style counselor to the Formfit Co. (corsets). In charge of the Formfit account for the L. D. Wertheimer Advertising Agency was an executive who thought Mrs. McLaughlin had greater commercial possibilities than the Formfit job brought forth. Soon Adman George Enzinger had Mrs. McLaughlin running a retail hat shop on Chicago's smart Near North Side. When the hat shop was abandoned, Mrs. McLaughlin went into the wholesale millinery trade. As designer and working boss of Irene Castle...
Angry also was Publisher Merrill Meigs of Hearst's Evening American when he observed in his own newspaper an advertisement promising that the costlier Herex would contain new features, ''plenty of interest and entertainment for evening reading in your home. . . ." Feeling that any Hearstian reading matter consumed by Chicagoans in the evening should be supplied by his American, Publisher Meigs peremptorily deleted the offending paragraph...
...Herex price boost was the work of bustling Victor Henry Polachek, circulation director of the whole Hearst chain, who has been giving his expert attention to the Herex all winter long. The price increase added more than $2,000 daily to the paper's depleted income. As for the 22,000 deserters, Director Polachek confidently expected that their places would soon be taken by new home-delivery readers to be snared in an aggressive campaign...
Sure enough, last week Herex's home circulation had risen by 4,000, a possible good omen for new Publisher Emanuel Levi, who is going from the Louisville Courier-Journal to make the Herex hum (TIME, March...