Word: lasley
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Dates: during 1940-1949
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Parade, almost three years old, is a picture-laden, 28-page, magazine-like supplement distributed in 15 cities. It is dissociated from other Field publications, except that Chicago's Sun is a customer. Parade is unusual in two respects: 1) Editor Ross Art Lasley and his top associates (Boyd Brodhead and Harold H. Funk) have had no other newspaper or magazine experience; 2) the gravure-printed supplement gets an extreme degree of editing by its readers...
Yale-trained Editor Lasley is also head of a research firm, which makes readership surveys for other magazines and advertisers. Parade constantly investigates how many of its readers read what, and how much of it. Example: a batch of ten humorous drawings is submitted to 100 or more random persons in several cities. The top three in such a popularity poll will be those Parade prints...
...fault of Editor Ingersoll's, the idea for Parade belongs to an efficiency expert named Ross Art Lasley, a 42-year-old Yalester whose high-powered advice has for ten years been sold to such high-powered clients as Standard Oil, Western Union, National Dairy Products, Pennsylvania Railroad. Called in by Marshall Field's lawyers and trustees to dilute PM losses (TIME, June 2), Expert Lasley came out with Parade. He also decided to do the editing himself...
...self-confessed ignoramus about publishing, Engineer-Editor Lasley regards money-making as no bar to respectable publishing. Last week he broke with PM's ad-less tradition by selling space in Parade's Tennessean section to the Nashville Gas & Heating Co. Later, if present progress continues, he plans a fat ad budget. He continues to function as efficiency expert, selling ideas to a soap and a steel company. But he shows no inclination to retire as editor of Parade, no matter if it makes a million...