Word: laned
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Dates: during 1930-1939
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Sunset's folksy Publisher Lawrence William ("Larry") Lane is now guaranteeing 225,000 a month for 1939, claims a bigger circulation than any other Pacific Coast magazine ever achieved...
...Larry Lane visited the Coast as adman for Better Homes and Gardens. He was born in Horton, Kans., had jogged around Minnesota with a horse and buggy selling Keen Kutter knives, got his learning at Drake University. Like many another Coast visitor, Larry Lane saw at once how vastly Far Western modes of living, eating, fun-making differed from those of the rest of the U. S. When he bought Sunset (largely for its established name) in 1928, he determined to publish a magazine capitalizing on the Far West's insularity. His first move was to slash the price...
...with simple diagrams showing how to design anything from a homespun lampshade to a barbecue oven. Its unvarying, chirpy cheerfulness grates on Eastern nerves, but is fully justified by results to date. Profits for 1938 will be approximately $25,000 as compared with a loss of $71,822 during Lane's first year...
Blue-eyed, ruddy and broad of gait, Publisher Lane likes to loll around his new ranch (Quail Hollow) near Santa Cruz in a silk shirt and sombrero. His wife is president of the Palo Alto Garden Club. He has one rule for successful publishing: "Never miss an issue...
...revivified Sunset each month, Publisher Lane relies on slender, studious, Yankee-blooded William Ichabod Nichols. An ex-Rhodes scholar, he became an assistant Harvard dean (of freshmen) at the age of 22, and once helped elect a mayor of Cambridge, Mass. Now, at 33, Editor Nichols is a confirmed Far Westerner, likes nothing better than to print pictures of cacti and donkeys in the columns of reader-letters which he compiles every month under the heading "Sunset Gold." He gets some fairly flavorsome inquiries from his readership. Samples: "Dear Mr. Editor, I am troubled with buzzards. How can I shoo...