Word: throwaway
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Dates: during 1950-1959
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...only Democratic daily among Los Angeles' five newspapers, the News looked worth saving to Democrat McKinnon. He hopes to do so with the same moneymaking skills that brought him success in the San Fernando Valley. He started out there in 1935 with a shopping throwaway, shrewdly built it up into three free newspapers for the booming region's war workers. With his profits at war's end, he started the San Diego Daily Journal and radio station KSDJ, overnight made them big moneymakers, and sold them for more than $1,000,000 in 1948 when...
Both men are expert practitioners of the "throwaway," a device for slurring or racing over the unimportant words in a commercial. This technique was brought to its finest flower by Announcer Ralph Edwards. Explains Stark: "Every sponsor has to put some weasel words in his copy that you've got to learn how to handle. Suppose an announcer has to say: 'If you use Blank face cream you can hope for a more beautiful complexion.' You've got to get that word 'hope' in to keep the lawyers happy, but as much...
...that the mortality in the field has been high; out of a hundred such magazines started in the past decade, only a handful are left. The first supermagazine was started 18 years ago by Harry Evans, onetime managing editor of the old Life. His Family Circle, a weekly throwaway to plug the wares of 1,275 Piggly Wiggly, Sanitary and Reeves stores, leaned heavily on food, fashion and Hollywood for its copy. It was so successful (1,000,000 circulation within a year) that Evans began to charge...