Asked to name some of the things she is most curious about today, Miss
Gish quickly replies, "Naturally what's happening in Cambodia -- how
they're going to solve that problem. Those poor children. It breaks my
heart. ... And who's going to be our next president. We've come to the
point where we should have two presidents, I think -- someone to look
after the world and somebody to look after us."
died of natural causes 2-27-93.
born 10-14-1893
WESTSIDER MILTON GLASER
Design director of the new _Esquire_
2-11-78
Two decades before _Playboy_ first hit the newsstands, there was only
one men's magazine in America. A generation of schoolchildren grew up
speaking its name in hushed whispers, though anyone reexamining those
early issues today could hardly understand why. The magazine was
_Esquire_.
Its popularity has dipped somewhat in recent years, but _Esquire_ still
sells one million copies per month. And it still has the reputation of being
the most tasteful, literary, and sophisticated publication for the American
male. If some people have complained that it has not kept up with the
times, they won't be able to say that any longer -- not since _Esquire_
became the property of Clay Felker and Milton Glaser, the publishing
team who made _New York_ magazine into one of the best-selling
weeklies in the city.
With Felker as editor and Glaser as design director, _Esquire_ will have
a totally new look starting with the February 14 issue. It will have a
different size, binding, shape, length, and contents. It will also change its
name to _Esquire Fortnightly_ and appear 26 times a year instead of 12.
"The new _Esquire_ will be ungimmicky, easy to understand," says
Milton Glaser, taking a half-hour break from his numerous artistic
projects. He is as animated as his enlarged signature, which glows from
a custom-made neon lamp on the wall beside a Renaissance Madonna and
a framed Islamic drawing.
The first thing you notice about Glaser is the colored handkerchief
adorning his jacket pocket. Then you notice how relaxed he is, and how
easily he smiles.
"The name of the game is to get an audience that identifies with the
magazine and feels it's on their side. People buy a magazine because it's
of considerable interest to them, not because they get a deal on the
subscription. ... What you want to do is to find the right-size audience,
made up of people who believe in the values that the magazine reflects."
The original _Esquire_, Glaser points out, helped to glamorize the rich,
privileged man of the world -- the man who had arrived, who knew his
place in the world, and whose greatest desire was to surround himself
with the symbols of wealth, such as fancy cars and beautiful women.
Today, says Glaser, the American male no longer measures success by
symbols alone. Rather, he aims for self-development, for the richness of
life itself -- professional, personal, physical, intellectual and spiritual.