Word: pinkley
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Dates: during 1950-1959
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...Angeles Times (circ. 462,257), Norman Chandler's eight-year-old Los Angeles Mirror-News (308,594) is liberal Republican in outlook, breezy in style-and heavily in the red. Last week Chandler announced the "resignation" of the Mirror-News's independent-minded Editor-Publisher Virgil Pinkley, 50, onetime vice president and European manager of the United Press. Pinkley's successor: Hugh A. ("Bud") Lewis, longtime city editor of the Times. His probable first step: to attune the Mirror-News's editorial policy more closely to the Times, dropping such Ike-chiding editorial-page features...
...Pink-ley, ex-U.P. general manager for Europe, knew what to do about that. He turned its front page around and set out aggressively to give the Mirror a crisp, sensational style ("All news stories are written too long, including those in the Mirror"). Los Angeles, said Pinkley, "needs a fighting newspaper [and] the Mirror is anyone's fist in a good fight." The paper picked its fights carefully, more often to woo new readers than for any lofty civic motives. Mirrormen breezily campaigned against everything from "black-market baby rackets" and Southern California's "Saloon Empire...
Full Size. Last week the Mirror got ready for another big step to try to make its own way. Publisher Pinkley announced that beginning next month the Mirror will change its format again, this time into a full-size, eight-column paper like its morning sister, the Times. Pinkley said the change was the result of a poll which showed that its readers, 6-to-1, preferred an eight-column paper. "Besides," added Pinkley, "Los Angeles just isn't a tabloid town. Tabloids thrive where two things exist: dense population and good public transportation; Los Angeles has neither...
...size ads instead of placing them in the tabloid-size Mirror. The change would give the Mirror a chance at some of this revenue. "When we make the changeover," says Owner Chandler, "we anticipate our losses will be cut from between $6,000 to $8,000 a week." Publisher Pinkley hopes that the new full-size Mirror will hit the 300,-ooo reader mark. Says he: "I doubt that any metropolitan newspaper can make money with less than a 300,000 to 325,-ooo circulation...