Word: readership
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Despite its confidence in a growing America, the Post finally undertook an extensive and expensive survey of its readership. The motivational researchers concluded that the magazine had about four years to live, unless it could greatly increase its appeal to young people. The Post was urged to change its image by emphasizing dissent...
...warned, however, that this review may have the ulterior purpose of softening up the Advocate's readership for the next issue, in which Robert Lowell and other recognized writers will end the magazine's amateur status. This plan seems especially unfortunate in view of the present issue's improved quality...
...thigh to entice readers whose theatrical tastes run no higher. It mostly plows tired ground: feature articles on Frank Sinatra, Jackie Gleason and Marlon Brando, plus reviews and listings of coming events that, together with the ads, occupy most of the first 53 pages. SBI's potential readership, says Associate Publisher A. C. Spectorsky (who holds the same title on Playboy), lies somewhere between magazines that cater to movie addicts and those that appeal to longhaired readers who can follow an operatic score. "They leave hundreds of thousands of people behind," says Spectorsky. "We want those people...
...SHOW : A. & P. Heir Huntington Hartford's Esquire-sized monthly on the performing arts. Date of its first appearance: Sept. 12. Although Show will aim somewhat higher than SBI, the two magazines must necessarily compete for the same readership. But Hefner airily dismisses Show as a threat. "It's no serious problem," says he. "I don't think Hartford would be too worried if I decided to put out a chain of supermarkets...
Accent on News. These laments strike no nearer the heart of New York's newspaper problem than Broker Manno's statement that seven newspapers are more than New York will support. For not even seven newspapers may be enough for a city with a potential metropolitan-area readership exceeding 9,000,000. This possibility has occurred to New York Times Publisher Orvil Dryfoos. although he puts it another way. "We're successful," said he, "because of the emphasis we put on the first syllable in the word 'newspaper.' There is ample room for serious treatment...