Word: intros
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Dates: during 1980-1989
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...accurately depicts the appearance, personality and interests of FHO1172, a.k.a. Suzanne Douglas. In fact, Douglas, who is founder, publisher and editor in chief of a slick, sophisticated monthly magazine called Intro ("The Single Source for Single People"), inserted the ad for herself in the March issue. It pulled 50 replies, including a letter from a divorced Chicago entrepreneur who was last seen flying warm, gentle, sensuous Suzanne in his own twin-engine Piper Navajo to Mackinac Island for the weekend...
...wouldn't come in a plain brown wrapper." With enthusiastic support from former publishing colleagues, Douglas spent more than a year formulating her magazine and then raised close to $2 million to launch it. The first issue, in August 1980, ran 177 personal ads free; the October 1981 Intro ran 1,077 personals at an average cost of $25 each...
Printed on heavy magazine paper, with a handsome color cover, Intro ($1.50 a copy) runs well-illustrated feature stories that range from lively to giddy. Examples: "If At Flirt You Don't Succeed . .."; "The Love Game: Winning Without Keeping Score"; "Practical Pets to Fit Your Life Style" (fins-down winners are fish). Regular departments cover travel, fashion, finance, food, music, film and books, and there is a column for single parents and a chatty publisher's letter by Douglas, who is prone to such breathless confessions as "I created Intro to solve my own social problems, but wanted...
...Intro Is main attraction, of course, is the personal ad section, divided into geographical segments and called "R.S.V.P." The ads cost $15 for the first 30 words and must be in good taste. Also anonymous. The hefty center section (40 pages in October) does not run sexually explicit language or code words such as dominant or submissive. No ads are knowingly accepted from homosexuals or married people. All replies to ads are opened and screened by Intro, which rejects any it finds offensive. "What we've done," says Douglas, "is revive the art of the handwritten love letter...
...Intro, which began national distribution on newsstands in July, plans to start East and West editions to accommodate the surge of personal ads; the magazine is also attracting some national advertising...