Clean Sweep at Collier's

As boss of the troubled Crowell-Collier Publishing Co. for the last six months, President Paul C. Smith has spent much of his time prowling the editorial offices hunting for trouble spots. His findings: too many

As boss of the troubled Crowell-Collier Publishing Co. for the last six months President Paul C. Smith has spent much of his time prowling the editorial office hunting for trouble spots. His findings too many committees, too many echelons of command, too many memos, all of which stalled the kind of ideas that he feels make for successful magazines. Last week Paul Smith took a drastic step to streamline the company. Out went the publishers of Crowell-Collier's three magazines--Collier's, American Magazine, Woman's Home Companion. Into their jobs went President Smith himself with the title of editor-in-chief for all three.

Of the three ex-publishers, only William A. H. Birnie of Woman's Home Companion has a solid new job, will stay on as vice president and liaison man between Smith and his staffers. Edward Anthony of Collier's, who has been with the company 30 years, will remain a vice president but "without present duties." He will take a six-month vacation, then report back to Editor Smith for "possible reassignment." American Magazine's John W. McPherrin has been "relieved as publisher" and Smith has not yet made up his mind about another job.

By the shakeout, Smith hopes to make just a few people responsible for decisions.

He thinks all three magazines suffer from "editorial anemia," lack ideas, drive and direction. He wants better written, better documented articles, and, for Collier's, fewer sensational science-fiction stories or what he calls "Space Cadetism." Finally, Smith wants to beef up his editorial pages.

If all goes well, he hopes to cut losses this year to about a quarter of the $4.2 million loss in 1953.

Woman's Home Companion is now just about breaking even, said Smith last week.

American shows a small profit, has gained a bit in advertising. The big trouble spot is still Collier's. In June, advertising linage dropped 16% below June 1953, though the revenue loss was cut to 5.3% by a rate boost. The one bright spot is the fact that Collier's circulation is climbing. Smith has just announced another rate increase for next year based on a guaranteed circulation of 3,700,000 (v. 3,500,000 now), hopes that Collier's will hit the 4,000,000 mark in 1955.

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