Word: sunsetting
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...parties, and she has an even rarer knack for making them click. She is a perfectionist who frets over floral settings and menus for even the smallest dinners, but the big ones bring out the best in her. Her extravaganzas are the talk of the Western world-a sunset cruise down the Potomac for 138, a floodlit lawn party at Mount Vernon, a roomtul of Nobel laureates waltzing over the parquet White House floors to the tem po of the Air Force's Strolling Strings...
Pomegranate Jam. What Sunset's got is an idealized picture of the West in which the ugly smell of smog is displaced by the fragrance of burning charcoal, and the passionflower vine blots out the sight of the freeway traffic jam. Sunset's horizon is limited to its subject matter, and its subject matter is limited to four categories: Western Gardening, Western Homes, Western Food and Western Travel...
...Sunset's patio culture, the leisure hours stretch out of sight. It is the magazine's ambition to fill every one of them. The current issue, for example, invites readers to make pomegranate jam, build a five-level child's bed, hide the garden gas meter with evergreen shrubs and watch the Karok Indians fish at California's Ishi Pishi Falls. "Everything we publish has to be something on which a reader can take action," says Sunset Editor Proctor Mellquist. "This gives us a very limited role in the field of urban planning. If our magazine...
...Sunset was never intended to play social conscience to the West. Until 1928, it was just another provincial literary magazine, plunging downhill in San Francisco. That year a migrant Kansan named Laurence W. Lane bought Sunset. An outdoorsy type himself, Lane took shrewd aim at the tide of sun worshipers flowing West and set out to make Sunset their guidebook...
...Little Silly. In the years since, Sunset has grown into a publishing company that nets a tidy 10%, before taxes, on a gross volume of nearly $10 million. To accommodate varying tastes along the Western seaboard, it publishes in four editions: one each for the Pacific Northwest, the Central Pacific states, the Pacific Southwest and, beginning with the current issue, a fourth directed at desert dwellers. But for all its expansion, Sunset has not really changed. Proprietor Lane, now 73, has given way to his two sons. Melvin, 41, is a vice-president. As publisher, Son Bill, 43, not only...