The new PICTURE MAGAZINE Daily
A NEW KIND OF NEWSPAPER – THE EASIEST NEWSPAPER T0 READ
June 8, 1940
“HERE IS THE WHOLE EXCITING INSIDE STORY OF PM – THE NEW PICTURE-MAGAZINE-NEWSPAPER!
An historic event is about to occur. A new kind of newspaper will soon be published in New York. It will give you DAILY (five days a week) all the important news your morning newspaper now does. Then, in addition – in a 64-page Sunday edition called PM’s WEEKLY — it will give you everything and more than any weekly now gives you, and because it will roll off the presses Saturday, it will be AT LEAST FIVE DAYS FRESHER — in its news and pictures — than any other weekly picture or news magazine.
The men who will run this paper have already been called by those in the know, “the most brilliant editorial staff ever gathered together by one newspaper.”
Over 5,000 applications — almost all from highly experienced news- paper men — flooded in upon PM from every corner of the land. Why?
PM will accept no advertising. Why? How can it possibly exist if it doesn’t?
What other astonishing features will it have, UTTERLY DIFFERENT FROM ANY NEWSPAPER OR MAGAZINE EVER PUBLISHED?
Why can it be stated, with such complete confidence, that IT WILL BE THE EASIEST NEWSPAPER T0 READ EVER PUBLISHED — in this or any land?
What line will it hold editorially, and fight for day in and day out?
The enclosed memorandum will answer these and other questions for you. A number of the smartest people in New York were privately shown this inter-office memo – written by the publisher, Ralph Ingersoll, for the staff which has now been brought together. The reaction was so excited that immediately it struck us that our friends among the public, within overnight delivery of New York, should also be given it to read. (Pardon its shirt-sleeve appearance… we are working at high speed, and there is no time for white ties and tails.)
You should read it, of course, knowing something about the originator and editor of PM — Ralph Ingersoll. A young man still, he has been in succession, since 1925: Managing Editor of the NEW YORKER in its early days; then of FORTUNE; next, General Manager of TIME, Inc. In the latter position he took an active part in the phenomenal launching of LIFE.
When you have read Mr. Ingersoll’s memorandum, we miss our guess if you don’t say: “I surely want to see that paper. If the editors live up…”