Word: mccall
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...When McCall's shook up its editorial staff, put on a thick, new coat of makeup and launched a hair-pulling drive to the top of the women's magazine field 2½ years ago, the rival Ladies' Home Journal reacted as any proper Philadelphia dowager would. The Journal, tops in the field for two decades, publicly treated this lipsticked hussy with icy silence, confined its comments to catty asides. "It's fun to be challenged,'' said Editors Bruce and Beatrice Blackmar Gould, faintly amused. Their amusement turned to dismay as McCall...
...battle lines were drawn when the Journal's parent Curtis Publishing Co. bought part of the defunct Coronet's list of 2,325,903 subscribers. In an apparently pre-emptive move against what the Journal might do with such a list, McCall's fortnight ago, in full-page ads in major newspapers, proclaimed its intention to boost circulation to 8,000,000 by December, making it second only to the Reader's Digest (12,976,581) in the monthly magazine field. To lure advertisers, McCall's said it would charge them on the basis...
...silence for a few days, then issued a statement blasting the bonus gimmick as "a hurried move calculated to preserve the illusion of leadership." Said MacNeal: "We see no virtue in winning a race to the poorhouse.'' But the Journal entered the race anyway, replied to McCall's by announcing a 10% cut in its ad rates...
Damn the Expense. Bankrolled by West Coast Industrialist Norton Simon, whose Hunt Foods & Industries, Inc., controls 43% of McCall Corp.'s stock, McCall's is out to clobber the Journal-and damn the expense. Thanks to its enormous magazine job-printing plant in Dayton, the parent corporation stays a million or so dollars in the black. But McCall's has been a money loser...
...telling about it all. he establishes the hardly original thesis that being broke is very hard work and that panhandling-working as cut-rate gigolo, or becoming valet-pimp to a parsimonious Parsee-can involve more shame and chicanery than the whole career of a Babbitt or a Cash McCall...