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In San Francisco, Hearst has fired the managing editor of the Examiner, the "monarch" of the chain, replaced him with Troubleshooter Lee Ettleson to face the challenge of the San Francisco Chronicle, which has crept to within 12,083 of the Examiner's circulation. With the period of attrition over, the chain is looking at new properties, is currently dickering for two papers, one in the East, one in the West. "We're not going to drain off success any more," says a Hearst man. ''From now on, our formula is going to be that we're going to reinforce it."