Word: mccalls
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Dates: during 1960-1969
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Died. General Randolph McCall Pate, 63, softspoken, hard-driving logistics expert who commanded the Marine Corps from 1956 to 1960; of cancer; in Bethesda, Md. A World War I Army private who entered the Marines from Virginia Military Institute in 1921, Pate directed supply operations at Guadalcanal, did staff work on the Iwo Jima and Okinawa invasions, and assumed his only combat command-the 1st Marine Division-in the last months of the Korean...
...While McCall's and the Ladies' Home Journal, the amazons of the women's-magazine field, traded perfumed poison-pen letters last week over rival circulation claims (TIME, July 28), third-running Good Housekeeping poked fun at both. The Hearst monthly, with a 5,074,816 circulation (v. 6,857,677 for McCall's, 6,838,282 for the Journal), took space in two major newspapers to print a whimsical, seven-column "fable" with a pointed moral...
...moral was obvious, but Good Housekeeping could not resist a dig at McCall's campaign to boost its circulation to 8,000,000 by December and the Journal's race to keep up: "When a toad puffs to impress, she pays the penalty. When a magazine puffs to impress, it's the advertiser who pays." That moral was guaranteed by Good Housekeeping to make the battle of the slick-paper ladies even more frantic...
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...
...McCall's ad revenue climbed to $18.5 million for the first half of this year, up 29% from the same period last year and 93% from 1959, while the Journal dipped 4% to $13.7 million. But ad revenue is not the whole story. Paper, printing and mailing costs are up. Thus high circulation can be too much of a good thing, when ad revenue fails to keep pace. "Advertising rates are not high enough," admits McCall's Publisher A. Edward Miller, but he hopes for a burst of additional ads to close the gap. Even if he gets...