Word: rossing
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...Adams ("F. P. A."), Heywood Broun and Alexander Woollcott, who lunched together daily at the Algonquin Hotel. With them at the green baize table were two characters who did not fit into the regular membership. One was a nervous, profane, broom-thatched wild man from the West named Harold Ross. Born in Aspen, Colo., he had been a waterfront reporter in San Francisco, a picture-snatching newshawk in Atlanta, boss of a Negro gang in Panama and, most important, editor of the A. E. F.'s Stars & Stripes. The other was a suave, good-humored millionaire named Raoul Fleischmann...
From the editorial success of the Stars & Stripes Harold Ross had carried home the outlines of a formula for a magazine to be written and edited strictly for one class of readers. Its blood and bone was to be delicate but honest humor and satire, written up to the standards of its editors, deliberately unpopular with the masses. With caviar for editorial fare, the buying power of its readers would be assured, and its advertising could be easily sold on this basis. Thus, Harold Ross's journalistic hand held a pair of aces at the start. To play...
...Ross put in $20,000, Fleischmann $25,000. First issue of The New Yorker appeared Feb. 19, 1925. Manhattan was distinctly unimpressed. Editor Ross had made the colossal mistake of starting to print his magazine before he had anything worth while to print. He could not write; he knew few writers. Inarticulate, impatient, fiercely temperamental, he could not quickly teach others the elusive quality of wit which alone would suit him. In two months The New Yorker's initial 15,000 circulation had dwindled to 8,000, and it was losing $8,000 a week. Every Monday morning Mr. Fleischmann...
...success opened the eyes of Editor Ross to the importance of the Manhattan socialite, to the fact that Broadway gossip sounds dull on Park Avenue...
...Ellin Mackay, singlehanded, did not put The New Yorker on its unsteady feet. Her contribution merely coincided with the beginnings of Editor Ross's success in getting what he wanted by a chaotic process of elimination. The process is described by FORTUNE...