Word: throwaway
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Dates: during 1942-1942
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...Fernando Valley (Calif.) Times turns a neat profit without benefit of comics, syndicated features, national advertising, a sports page, or even a sales price. The standard-size throwaway, 62,000 copies of which are distributed free twice a week, is not interested in World War II. Its sole interest is in telling the valley's 200,000 residents about themselves, and playing ball with valley merchants. They pack its 40 pages with advertising (including twelve solid pages of classified ads) to the exclusion of big Los Angeles merchants. The man who perfected this successful formula now has developed...