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Personal
from
LOOK Magazine Dies ... The Secret of
The PLAIN TRUTH
1
S Amazing Vitality
I
NSTEAD OF BEING
the Editor of the much
alive and virile PLAIN TRUTH,
besides my many other heavy responsibilities, I might
have been out of a job this month.
I might have been an executive on
LOOK
magazine.
LOOK
folded on October 19th.
LOOK
was owned and
published by Cowles Communications, Inc. The parent
publication of the Cowles organization is the Des
Moines
Register,
often rated as one of the ten great
newspapers of the United States.
Having, as a young man, chosen journalism and advertising
as what I then expected to be a life profession, I was giving the
Des Moines
Register
sorne serious competition in 1911. I was in
my freshman year in advertising -in want ads- on the Des
Moines
Daily Capital.
1 was getting $8 per week. The want ad
manager of the
Register,
lvan Coolidge, tried to stop the com–
petition by offering me $10 per week. I then took my uncle's
advice by rejecting the offer, considering that 1 was sacrificing
the extra $2 per week to learn the lesson of "staying with it" -
one of the seven laws of success.
Thirteen years later, in 1924, when I was considerably more
experienced, Forrest Geneva of the
Register
insistently urged me
to assume the advertising management of the
Register.
I
$
declined. Since the area of my experience in journalism and
advertising had developed more in the magazine field than news–
papers, I probably would have gravitated over into
LooK
when
it was founded, had I joined the Cowles organization.
The demise of
LooK,
therefore, had a singular interest to me.
But the magazine cemetery has received a number of other
mass-circulation magazines since World War II, among them
another that I had personal contact with on two occasions -
The Saturday Evening Post.
It
ceased publication in
J
anuary
1969.
When I was a boy eight years old, like, I presume, many of
my older readers, I was a
Saturday Evening Post
"salesman."
From a canvas strap over one shoulder hung a canvas bag, with
In This lssue:
What
Our
Readers
Soy
........
lnside Front Cover
Personal from the Editor
.....
How Does Television Violence
Affect
Your
Child?
. . . . . . .
3
Advance News .
...........
7
Middle East- Year-End
TENSIONS MOUNT
. . . . . .
9
A
United States of Arab
Nations- Can
lt
Become
a Reality?
. . . . . . . . . . . . . .
7
6
Must America Prepare for the
"GREAT DROUGHT"
of
the 1970's?
............
21
You
Can Lose Weight
......
27
TV Log
..................
32
Radio Log
. . . . . . . . . . . . . . .
33
Mysticism and the Occult
. . . .
36
What
You
Can
Do .........
41
Tito's Yugoslavia: Key
Nation in Europe's "Soft
Underbel/y"
. . . . . . . . . . . .
43
Wide World Photo
ABOUT OUR COVER
President Anwar El "$adat became
Acdng P.resident on
tb~
death of
President Gama! Abdel Nasser in
September 1970. He was subscquent·
!y chosen by the National Assembly
as Nasser's successor - a move
confirmed by plebiscite. Sadat is ooe
of the few su.cvivors of the nlnc
young Egyptian army officers who
pJotted the overthrow of the mon–
archy in l952. Originally from the
little village of Mit Abou al-Kom,
in lower Egypt, ar 53 he has become
Egypt's undisputed sttong mao.