SOMETHING FOR EVERYONE

• Document Type: CREST
• Collection: General CIA Records
• Document Number (FOIA) /ESDN (CREST): CIA-RDP88-01314R000100660001-2
• Release Decision: RIPPUB
• Original Classification: K
• Document Page Count: 1
• Document Creation Date: December 20, 2016
• Document Release Date: December 19, 2006
• Sequence Number: 1
• Publication Date: December 13, 1976
• Content Type: MAGAZINE

1 'jG..'---Approved For RelepEq.e12/19 _ CIA-RDP88-013
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Everyor Robert schnayexson (formerly of Har- Inc.'s successful People. But its_prang to
o~rjet lnq or
per s) casts his net for positive thinkers of life under the august aegis of The New ? !
"Atlast,>' says the advertising blurb for any stripe. "I'm fed up with publications . York Times Co., and Times executive
a slick new monthly appearing on news- that appeal to our worst instincts,'.' he vice president Sydney Gruson claims the
stands this week, "a magazine dedicated says. "Let other editors drag readers 90,000 copies achieved it healthy news-
to the most exciting; fascinating, fastest "through cesspools of mediocrity. I'm in- stand sale of 69.6 per cent. Rolling Stone growing special interest in the world! terested in people as they really axe-- four weeks ago enfolded a sampling of its
YOU.".Not surprisingly, the magazine is and could become." planned outdoorsy Outside.- a kind of
c,dled YOU-and it is typical of it fresh Magazine. publishing is not for get- "National Geographic for this genera-
and not-so-fresh new batch ofperiodicals rich-quick schemers. The average profit tion,"- according to publisher Joe Arm-,
angling for a slice of -it burgeoning xnar margin for a general-interestmagazineis strong Jr., who reports that the start-up
ket_ The magazine industry is moderate 5 per cent. But it is an "easy entry" field, financing of "several million dollars
ly bullish this year: total circulation is up requiring little initial capital, and by one came from Stone's assets.
2 per cent, revenues an average 22 per trade estimate some 400 new magazines. Other new magazines hope to tap into
cent. Btitwhile the surest audience grab- of all descriptions have started up in ready-made mass markets. Working
-bees are'specialty publications catering. 1976, nearly twice as many as last year. Woman targets an estimated 3?I iTllion .
to arcane tastes-from backpacking to :: Stephen Kelley, president of the Maga w" diking mothers, wives ancl single wom - f
bondage----ambitious new entries, like zine Publishers Association, attributes en for the sort of survival-manual fea--
YOU,; are 'pitching for general reader - the current growth to an improving econ---- tures it has dished up in its first two
--L ? i T - .1. _1 ?. _ _ .. ? it '1 - 9 r .l 1 . rcrrw , , .
seem-convinced that they offer some- -edly, some TV disenchantment-on the mothers: Don't expect a perfect child.
thing for "everyone part of advertisers. And its true enough .- Don't expect a perfect household. Set up -."
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it
a
xnozal month~lyazincied last July, available and lower-priced than time on (named for a United l~Iane-6 rk:s or--J,
', bills itself,-optimistically as The Gay '. TV.Even so, there isaprobleminselling ganizer) began last January as a succes
r".Magazine for the hole Family."-A No-..a magazine that does not yet exist, and sor to the defunct Ramparts, and is play-;
'vember :,:arrival;' ,1 A. -The _: National ` once . it does exist in getting it off the ing to this decade's descendants of the
} Magazine for Italian Americans, features - ground.. Christopher Street has been" counter-"culturists who kept Ramparts -
Xt liansuccess-stories,Italiancars,Italian leaning heavily on excerpts from literary going strong in the '60s.
wines-i.nd a first-issue spread on gar- -Works in progress to fill its paves, be NoBourids:Tlienewpublications mirfht
lice---but hopes ecumenically "to bring a cause _it has not yet built a contributor's -do well to emulate the verve,'if not the-
j.:,bit of the Old Country to our non-Italian roster of its own. Silver Foxes, a glossy .".portentousness, - of their promotional _
arnici".. I-Alvi, already has. a co-ethnic; monthly "For Men And Women," is evi- copy. LT,S,-,yays editorReynolds Dodson in
competitor, Id ntity,.which, despite edi- dently reaching too few of either. After an introductorymessage, "is apanoranxa
fork'iaffaele15onata s claim to have com- five issues, the magazine has laid off : ofpeoplecaughtinthetnainentofchan$e
piled "the first pure-Italian-American most of its staff,
_attuned to the inner feelings and
mailing Iist',.(around 1.1 million names), A2c?,~is: - The more promising infant -emotions we all share." A blurb for YOU
: promises to be a nonchauvinistic "hu magazines are those born of wealthy declares it is "filled with all the discov
rnanist magazine in the specific sense of parents. Quest/77 is funded by the Am- '- -ery, anxiety and kiddy-tinglin"serxsuality
y being concerned with people." ;r bassador International Cultural Founda- of getting close to someone you really
't'hebimonthIy luestf77~scheduledto Lion, it goodwill and good-works arm of . want to know." And Quest knows nal
"The Magazine of Excellence." It will .. of God. - High-powered test mailings despair," writes - editor Schnayersc>n.
'2:offer inspirational text and pictures for . have already brought in 175,000 sub- "Those ofuswhose Privilege itistoshape
affluent adventurers-44 ci
.. Off-eel FSb'f; Rdi~fl0&1,~~(3i31}d@~'Q{Iii6WQ~4re barely able_ to