Word: gingrichs
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...game before? It's a cinch." Dave Smart had twice hit the jackpot: with Apparel Arts, a men's fashion magazine which began paying off soon after he started it in 1931, and Esquire, which, started in 1933, became a hit overnight. Esquire's Editor Arnold Gingrich packed it full of cheaply bought stories by big-name authors and flashy risque color cartoons, made it the greatest smoking-room magazine of all time. Circulation zoomed until it hit 625,000 in December 1937, and that issue carried 155 pages of advertising. Dave Smart and his co-publisher...
...March 1938 Esquire's smart Publisher David Smart and Editor Arnold Gingrich began to publish the magazine Ken. It was a political chip off Esquire's editorial block. Its editorial program was to tell the "inside story of world events," the inside usually being more dirt on the dictatorships. But it did not go really leftish and its original leftish editorial connections-Jay Cooke Allen (Chicago Tribune'?, foreign correspondent), George Seldes (You Can't Print That!), Ernest Hemingway- gradually drifted away. Editor Gingrich went on publishing sensational "inside" stories, not consistently taking any political side, while...
...fall off. Last March, hoping to meet its total monthly circulation guarantees to advertisers, it began to publish four issues a month instead of two. In June Ken tried again to bolster circulation by cutting its price from 25? to 10? a copy. Last week Messrs. Smart and Gingrich announced Ken's end with the issue of August 3. Editor Gingrich wrote to subscribers: "Rather than to employ inflationary methods, the publishers preferred to admit that 'they backed the wrong horse...
This statement was promptly smeared by a member of the Doom household as an "invention," but Ken's Editor Arnold Gingrich insisted the "interview" was authentic. It first appeared in the September 30 issue of Voilà, a Paris weekly that specializes in nude pictures and pornographic reporting. Mr. Gingrich said he could not get permission to print the real name of Author "Burckhardt," who was reported by Ken's Paris agents to be "something of a dilettante who hobnobs with the royal bunch...
Offering $100 to $1,000 an article (although the higher fees were rare), Editor Gingrich warned contributors: "An inside story of how a baby-carriage factory works would be dull and of no interest. But an inside story of a baby-carriage factory that is actually making machine guns on the sly -that's more like it." When it appears, March 31, Ken is to be a large, slick-paper magazine of Esquire flamboyance, liberally daubed with color and sporting "a full size picture magazine as just one of its several sections...