Word: fleurs
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Every time Fleur Fenton Cowles tried to tell her publisher-husband, Gardner Cowles, about the kind of monthly class magazine she would like to start, she found herself repeating: "It's got to have flair." Says Fleur: "I couldn't get around the word. I just had to use it." After she had dreamed and importuned for two years, Publisher Cowles decided that Fleur was absolutely right. This week, 46-year-old "Mike" and his 50-year-old brother John, who already own two magazines (Look, Quick), four newspapers and four radio stations, announced that they will publish...
...Fleur's Flair, which will be shown this week in a limited edition to 5,000 potential advertisers and subscribers, looks like a fancy bouillabaisse of Vogue, Town & Country, Holiday, etc. By covering "fashion, art, literature, travel, decor, theater and entertainment," Editor Cowles expects to lure enough readers to guarantee advertisers a circulation of 200,000 (at 50? a copy) at the start...
Quick's 20,000-copy test run went on sale on newsstands in eight cities from Philadelphia to Tacoma-but not in Manhattan, where Editor & Publisher Cowles had dreamed it up. With Look's staff "and of course Fleur" (Mrs. Cowles), he had knocked the first issue together in four months. If the first issues caught on, Quick would probably go on a national distribution basis next month, get its own staff. Without ads, Cowles figured the new magazine would need 300,000 readers to break even. The trick for Quick was to find that number of busy...
...Avenue GHQ, the two have offices to match their personalities. Mike Cowles, deliberate, slow-spoken, has a sedate, paneled, 13th-floor office, a neat, clean desk. His wife's, eight floors below, has bright lime-yellow walls, a royal blue rug and a littered blond mahogany semicircular desk. Fleur dresses dramatically, sports an uncut emerald ring as big as a horse chestnut, talks fast and crisply, smokes and likes Scotch & soda. Both she and Mike wear black hornrimmed glasses. In their spare time, Mike plays tennis ("enormously good," says Fleur), while she paints...
...they have little spare time. Between them, the Cowleses figure they put in about 32 hours a day thinking and arguing about Look. "Our real board meetings," Fleur says, "are held in our library between...