To the Ladies

From Look Magazine's Madison Avenue office to McCall's sanctum on Park Avenue is only a short, six-block walk. Lately, Look's top brass have been taking it. Three weeks ago, Look's redhaired, square-jawed Executive Editor Daniel Danforth Mich, 45, sauntered over to McCall's as editorial director. After him last week went Henry Ehrlich, 38, who quit as Look's managing editor, took the same title at McCall's.

Both men were hired by McCall's able, shrewd Editor-Publisher Otis Lee Wiese, as part of his campaign to crowd the Ladies' Home Journal (circ. 4,200,000) off the roost as top-hen in the U.S. women's magazine field. By snatching Eleanor Roosevelt from the Journal (TIME, June 13, 1949), Wiese picked up 200,000 in circulation last year. Though still 500,000 behind the Journal, he expects to pick up more circulation by a shift in policy which Mich and Ehrlich will carry out.

Like many another editor who long leaned heavily on fiction, Wiese knows that fiction no longer has the old pull; readers want more & more lively nonfiction, topical articles, picture spreads and stories. So he gave Mich the job of supplying them. An old newshand, Dan Mich should have no trouble filling the bill. He quit the University of Wisconsin in 1923 in his sophomore year to become sport editor of Madison's Wisconsin State Journal (circ. 76,206), was managing editor at 28. In 1937, Gardner ("Mike") Cowles lured him to Des Moines to help run his fledgling Look. Five years later, after Look moved to New York, Executive Editor Mich ran the magazine under Editor Mike Cowles, had a big hand in making Look a success. When Quick was launched a year ago (TIME, May 30, 1949), Mich took on the job of running it also.

This week, in line with Mich's job to give McCall's more entertainment as well as more articles on current problems, he opened a bureau in Hollywood. Said Mich: "I want to help women to adjust to this new kind of warlike world without going nutty."

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