When Publisher Gardner Cowles started pocket-size Quick magazine in May 1949, it quickly became something of a postwar wonder. In nearly four years, its circulation shot up from about 300,000 to 1,300,000, and it gave an outward appearance of success. But while Quick grew, "Mike" Cowles was arriving at a disturbing conclusion: in spite of its spectacular rise, Quick was no success. Last week, to his stunned and unbelieving staff, Publisher Cowles announced that he was killing Quick June 1.
Quick's failure provided a case history of the high cost of publishing. Despite its rapid growth, the magazine never got out of...
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