History of Los Angeles Magazine
“We are looking for stories, articles, poems, and essays of normal magazine length. The subject matter will vary, but we are naturally interested in material with a local theme or setting.”
- Myron Roberts, Redondo Reflex 1958.
It was said that by the late 1950s, there was no specific Los Angeles city magazine.
That changed in 1958 with Myron Roberts. The college professor and former editor of the West Covina News and Manhattan Beach Tide began recruiting writers, essayists, and poets to contribute to his new creation, LA Magazine.
The magazine's inception was a grassroots affair, along with staff writers Sasha Gilien, Lincoln Haynes, and Myron's wife Estelle (former journalism students at Los Angeles City College in the 1940s). Based out of the Roberts' Claremont living room -- and with $4,000 of pooled capital -- the new title, with a satirical counterpoint, said they were seeking "effective style and original ideas rather than gimmicky, slick pieces."
Reviewing the first issue (with cover by Otis Art Institute alum, Joseph Mugnaini), Los Angeles Times Book Editor Robert Kirsch wrote, “The writing is sharp and lucid, the design and format attractive.”
Despite being labeled "a bit literary and leftist," Roberts and his wife Estelle would have been pleased knowing the first press run of 6,000 copies sold out (another 3,000 were published). The modest affair garnered suitable attention when Roberts was honored with a Pomona Valley Literary Award in 1959 for his outstanding achievement.
With difficulty increasing circulation and rising print costs, the city magazine widely read by Dixie fried cats at Chez Paulette or the Unicorn ended its run after fourteen issues. Toward the end, Roberts experimented with dropping advertising altogether. The magazine's subscription list was sold to Harper's and the Southern California Prompter.
Founding editor Myron Roberts continued writing, became editor of the college quarterly Pomona Today, and taught English at Chaffey College. He also contributed articles to Los Angeles Magazine. His novel In a Nation of Strangers and Other Essays was published in 1965 - and included a few pieces from former LA Magazine writer Sasha Gilien. The pair collaborated with Lincoln Haynes three years later for The Begatting of the President (Vulgate Press). The biting work of fiction was made into an album ("You may never hear it on the air... But you must listen to it!"). Released on Alan Livingston's independent label Mediarts, the LP was narrated by Orson Welles.
Gilien underwent a heart transplant in 1969 and passed away at the of 46 in 1971.
Myron Roberts passed away in 1992.
LA Magazine | 1958 - 1960
Southern California Prompter
Los Angeles Magazine
On the heels of two other city magazines folding; Fortnight and Script came the Southern California Prompter (referred to by the cats as simply “Prompter”). Founded by David Ral Brown, the city-oriented publication changed its name in 1961 to “Los Angeles Magazine”.
The early years were considered “starchy days”, and Brown admitted the magazine was “loyal without distinction, an awkward cross between New Yorker and Town & Country.”
“The Face Changers”. The Beckett Syndrome: Cities Within Cities. September 1964.
After a shaky start, the magazine was on its feet, fueled by a roster of notable names: Jim Murray, Charles Champlin (under the pseudonym Charles Davenport), Ray Bradbury, Jack Smith, and William Pereira. After a few years, founder David Brown sold a majority interest to Harry J. Volk, chairman of the board of Union Bank. He left in 1974 but returned to prepare the official guide to the Olympics in the 1980s.
Change of Ownership
The magazine's original publisher was Pacific West Publishing. They were snapped up by Community Health Corporation (CHC), a Baltimore nursing home company looking to expand its publishing division.
Interest was also shown by New York Magazine publisher Clay Felker, who said, "I think the magazine is pretty good… the last thing in the world we want to do is have a bunch of New York editors telling Los Angeles people what to do."
The buyout failed, and Brown sold his interest in the magazine to CHC, and Geoff Miller took the reins. A year later, CHC bought the privately held firm University Park Press and the religious record label Sparrow Records.
After a failed buyout from McCall Publishing Company in 1976, CHC reached a deal with American Broadcasting Company (later Capital Cities), which purchased University Park Press in 1977. The media company also nabbed two other titles: American West and National Insurance Law Service (which seldom featured Suzanne Somers on its cover).
For the next few years, the magazine remained healthy — net profit in 1976 was reportedly more than $300,000, with some issues coming in at around 370 pages (put in today's terms, that's about a year's worth of LA Weekly).
While other city titles such as Sunset and Westways continued to thrive, and top-shelf totty titles Playboy, Hustler, and Penthouse served the adult market, Los Angeles Magazine dealt with everything from skiing, feminism, horticulture, cars, and photography. Publisher Seth Baker told the LA Times, "Our audience is the upper-middle-class homeowner, college-educated."
Another title sought to tap into the luxury Pacific Ocean demographic during this time. Published by Perry Grayson, newcomer Angeles was confusing for some Westside readers (and a headache for Geoff Miller). Its sister publication was California, evolving from the ashes of the troubled New West in 1976.
May 1975.
Special mention to Lew Harris, who reined as editor-in-chief from 1989 to 1995 and wrote the introduction to the 30th-anniversary edition in 1990.
Both Angeles and California folded in 1991. The masthead in Los Angeles looked slightly different—founder Geoff Miller (replacing D. F. Delle Monache in 1989) left to pursue other ventures. Taking over was former VP of advertising for National Geographic, Joan McCraw. More change was around the corner.
The magazine recruited Robert Sam Anson. Hired to take over the troubled magazine (losing readership to newcomer Buzz), the pugnacious writer — known around the office as "Ebola Bob" — didn't waste time cleaning house; longtime film critic Rod Lurie packed his bags. Anson's attempt at making "Los Angeles" the Vanity Fair of the West saw the "broad-shouldered, bare-knuckled" writer out of a job. Taking over temporarily was future Buzz editor Marilyn Bethany.
The permanent seat was taken by New Yorker Michael Caruso — for the next 14 months at least. Despite being credited with a boost in circulation and the popular feature "L.A. to Z," Caruso's tenure ended. And in the wake of Disney's $19-billion acquisition of Capital Cities/ABC in 1995 (which included control of Fairchild Publishing), McCraw exited. New names on the door included editor-in-chief Spencer Beck and publisher Liz Miller - formerly with W, Vogue, and Elle.
In 2000, Indiana-based Emmis Communication bought the magazine, installing former L.A. Times staff writer Kit Rachlis as editor. By 2009, Rachlis was replaced by Mary Melton. Eight years later, the media company focused on its radio division (which included the immensely popular Power106FM) and offloaded the magazine to Hour Media Group. In the process, Mary Melton and fellow staffer Amy Wallace were gone.
The magazine's roster changed one last time; former Radar founder Maer Roshan entered the picture in 2019 as the ninth editor-in-chief. He would vacate his position to become co-editor-in-chief of The Hollywood Reporter.
Recently, the magazine was bought by Engine Vision Media, headed by Ben Meiselas and Mark Geragos. The pair purchased the magazine in December 2022 from Detroit-based Hour Media; the deal also included Pasadena and Orange Coast magazines.
Taking over as publisher was Christopher Gialanella.
Founder David Brown passed away in 1989 at the age of 62.
Geoff Miller passed away in 2011.
The 1980s and 1990s spawned some rewarding publications, though many left the newsstand quicker than expected. Not to be forgotten, I explore the history of those left behind; Buzz Magazine, LA Style, Egg, WigWag, and Exposure.
Click here for more.
