The sun., 1919-02-04
SOCIETY MAGAZINE
DIES IN ITS INFANCY
The ..Chronicle" Withers Tn
der War Time Rigors
After a Year.
APPEALED TO THE ELECT
1t Cost Dollar a Copy and
Could Not Be Bought in
the Subway.

II do not imagine" said the elevator
starter at so7 Fifth avenue yesterday.
that leading editorial sentiment in this
city will brand II as sheer heterodoxy
when maintain that, to put a magazine
venture over nowadays you've got 70
throw a little Jazz into II. Not that
believe In playing all the way down to
the masses. Blu. without little pep In
, the copy and certain amount OF Az
peal about the cover; say dame in a
one piece bathing suit or A dame
Here the elevator starter interrupted
| himself to explain to a truck driver who
! arrived with an order for A fling cabi-
net and a desk vase that there must Be
some mistake That the editorial Offices
I Of the ChrontcIe-rh.ch. as all the Her
AIRY world will remember. burst upon this
armament little less than a year ago
| as a magazine for, % and by society.
with editors. contributors and depa--
! T1ent heads all hand picked from the
Social Register, no ads and no pictures
had closed down about week ago. the
same day the once fttings and archives
| were sold az public verdle-
Right on this very floor ran on "a
elevator starter after the truck driver
mad gone away. II have stood and told
| Editor Dick Fletcher time and time
again that tie CHRONICLES stuff had no
| uallop in Il: He used 70 say that his
| notion OF magazine that would appeal
70 the right line OF people vas something
| sedate You mean something up 70
date" says No ne says. I mean
| something sedate Something in the
nagpi. line. which I suppose I will have
| to translate as something In plain bia x
and white, like the London Thunderer.
| or Times. since you insis. or having
everything brought down TO words q
one syllable.
Not for subway Circulation.
And so tie Hzc number came out
| Jus; Ike h. said. Il was simple all right.
II vas only twelve pages long and had
Al article IN Il on ter1!s, and one on
| Chinese vases, and ore or the trend u
manners in this city, ard one ny FTetcner
himself on the feeling In the city had
| heard that there was To Re a sporting
| column In II. but when turned to the
page headed sports all I found was A
piece about tArpon fishing and another
on shedding az 81. NORTH.
"I says. DO you figure 70 sell many ~
| these or the sub~ays~ But he says.
| My man. you All ne with pity. OF
course there won't none OF them be sold
OF the -ubxays
| 80. course rot I says, but the lt1e
| falls right Oh him.
The aim Of the Ch-orirIs.' he says.
is 10 provide a medium through which
| Intelligent people who are IN society.
! and hence naturally ar. not professional
writer's. may speak 10 ire puolic on
| topics OF The day. ot course. william.
| find u necessary 20 stop here agar
with thousand things 20 do. goodness
, Luo~s-and explain that by the public
one does not FOR half a moment mean the
same public you mean. The public one
| means is the people ore meets Ia public
places, ike in back o. the Arst tier al
the opera, or a. Piping Rock. say. The
same people ore meets a. home. only a.,
together instead o. few a time. TIE
| Chronicle, you know. costs a dollar
copy ard Is sold Only TO subscribers, all
Of whom have 70 be in the register or no
copy. OF course your public ~tl! never
! read Il. Never even see il
No, says, I don't think they could
see -
But tina: line falls Of him too.
Authors wanted Pay-Fancy:
Il. was SIX months after that that he
owns Up ore day tha. (; amt any c!nch
20 get tire right kind Of copy. In :he be-
ginning he says tire !d~a vas 20 open the
columns o, the Chroricls 10 everybody.
meaning OF course TO persons whose
names are familiar In the fashionable
Intellectual and phtlarthropic spheres
| IT'S amazing. he says. TIE Kind OF
people who think they can hoodvtrk me
INTO thinking their names are familiar
lin the fashionable Intellectual and
philanthroptc spheres. And another
thing. every now and then one OF them
intinates that he or she expects 10 De
paid Paid. mark you. as though Just
having ones name ove- an article in tire
son. not "a human coEl0f ant, could pos
sibly require.
Later. IL seems. every one got 30 In
terested in the war that they all wanted
10 go some place and make speech ard
didn't want TO write copy no more and
besides tina. there was a lot o. people
forgot TO renew their subscriptions and
gave the stall that 4, wasn't the patriotic
thing to do on account OF the high cost
OF living and so forth.
Firth Avenue Too PIebeian.
y got the tip that the Office was due
20 close ,n-e- ~ tcu- weeks ago
WHAT'S the ideaT I says, does I,
mean close down or only maybe move
Don't twit me on that he says Y
own Il was a mistake TO open on Fifth
avenue. Fifth avenue is not A really
smart thoropEhfare any more own 1.
the one mistake OF fifteen years as an
active journalist Madison would have
done Infinitely better
why Madison? don't &c, the
idea
lot course you don't. You'll be an
elevator man all your life But because
fewer people use Madison. II you simply
must know
TIE suct!oneer who sold out the
Chronicle ONCE last Lc~ek kept hal.
cigar. unlighted. In his mouth all
through the sale. and Il was learned
yesterday that the furniture movers and
d-ayrlen who came upstairs afterward
and took down the desks and fling cab
inets and the davenport and paste,s ard
etchings and the Office vase were quite
common men.
And In one or two OF the late after.
noon papers. under the caption o. Busi-
: ness Troubles and between the failure Of
! fur store on East Broadway and
another OF a saloon IN Harlem. appeared
the following horrid article
The Committee Publishing Com.
pany OF 507 Fifth avenue. Incorporated
: 1917. Richard Fletcher. president. as
signed to-day for the benefit Of credl-
, tors"
B. R. T. LINE Is RENAMED.
Conforms TO CHANGE of II. nm I'm 70