Word: gingriched
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Playboy-Prodded. Esquire has seen several downs and ups. When it was born in 1933, the outgrowth of a men's-wear trade magazine, Editor Arnold Gingrich sought literary quality to complement his fashion features-and got it at $100 a story from Depression-pressed authors like F. Scott Fitzgerald, e. e. cummings, Dashiell Hammett, Ezra Pound, Thomas Wolfe and Thomas Mann. One exception: Ernest Hemingway, who characteristically demanded and got $200. Much of Esquire's fiction has remained on that level, with postwar bylines including Joyce Gary, William Faulkner, Aldous Huxley, Arthur Miller, Paddy Chayefsky, Sinclair Lewis...
During World War II, the monthly pared its literary content, beefed up its G.I. appeal with pulpy westerns and mysteries and a parade of cheesecake by Illustrators Varga and George Petty. Following the war, Gingrich and Owner David Smart disagreed over the magazine's direction and Gingrich left. "It became a sort of uptown Argosy," says Gingrich. By the time he returned in 1952, "the original advertisers had left, ad revenues were down, and the whole climate was such that those associated with its early phase refused to touch it with a ten-foot pole." Gingrich set it back...
Organized Anarchy. Nonetheless, Esquire did not do away with its gatefold pinup until January 1957. The magazine was still struggling. But by then, Gingrich had hired Editors Harold Hayes, Ralph Ginzburg, Clay Felker and Rust Hills to give the magazine a fresh and somewhat corrosive tone...
Other contributors to the Saturday Review discussion include Arnold Gingrich, publisher of Esquire, and Irwin Karp, legal representative for the Authors' League of America...
...FORTUNE COOKIE. Only Director Billy Wilder would have the chutzpah to choose a money-grubbing heel for his hero, and only Walter Matthau could make the heel lovable. As Shyster "Whiplash Willie" Gingrich, Matthau gets nothing but laughs as he prods Jack Lemmon into a $1,000,000 insurance swindle...