Magazines: The Sunset Way

The magazine's headquarters in Menlo Park, Calif., is an overgrown Western ranch—all adobe walls and in door barbecue pits. Streams meander over the property; flowers riot in the border beds. The setting could serve as a monument to leisure living, Western style, and that is exactly what it is. In this sun-kissed journalistic keep south of San Francisco, the Western way of life is reverenced as a backyard religion because Sunset Magazine is its priest.

For a publication of such exclusive editorial devotion, Sunset has attracted a considerable if parochial flock. Each month it reaches a paid readership of 733,304,...

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