Softly, the Magazine

Chapter 1

The private company owning the hugely successful Softly monthly magazine, produced in New York and unabashedly aimed primarily at female college graduates, announced the magazine had been sold to a mining billionaire from Western Australia for an undisclosed sum.

Indications were that Billy McGuire reputedly had purchased the magazine as his 25th Wedding Anniversary gift to his wife Matilda.

The news media ran themselves ragged trying to get 'new angles' on Billy McGuire, a semi-recluse rarely seen out of a checked blue and white shirt, faded blue jeans and working boots.

Despite some newspapers spending big to send reporters to Perth, Western Australia, and a willingness to pay big money for 'the dirt' on the McGuire family, very little that was new surfaced and nothing of it was sensational.

Soon after finalization of the purchase, the McGuire's were in New York and twice visited their new acquisition. At the end of that second day visit, Billy and Matilda McGuire and their youngest son Lucas appeared on CBS evening news.

The couple were charming and Lucas smiled and just said, "Ask mum" when he was asked questions.

"If you have been married 25 years, how is it that Billy is 30?" asked the interviewer.

The glamorous-looking Matilda said, quite unabashed, "Because Billy and I didn't get married until Lucas was five. His older brother of course was older."

"You don't get asked questions like that in Western Australia," said Billy. "I suppose it's because we give away heaps of money and because of that are respected by our community."

"How much have you given away?"

"How much do you weigh?"

"I beg your pardon?" said the female interviewer indignantly.

"I feel the same way about your question," drawled Billy, smiling.

The interviewer recovered and said, "What changes do you proposed to make to your magazine, Mrs McGuire?"

"Only two. From tomorrow Lucas becomes executive editor and he'll also be elected company chairman."

"Editor? But Lucas's male?"

"I'm his mother young woman, don't you think I'm aware of that? It's my magazine, my favorite magazine in fact, and now that I own it, I can do anything I like with it."

"At this stage, I do not propose making any other changes. That will be up to Lucas. He has a degree in journalism but had been unable to find a job except on the only other publication Billy owns, a monthly bulletin reporting mining news throughout Western Australia."

"I thought Lucas deserved better than that and asked Billy to buy me a magazine so I could give Lucas a decent job to get his teeth into. Billy asked what magazine and I said Softly."

"I find that incredible."

"Please yourself how you view it young woman. I find it a damn practical solution."

"Lucas, your comment please on your reaction to your mother's generosity in buying you such a great job?"

The interviewer rolled her eyes and thanked the McGuire's for their time immediately Lucas had replied, "Ask mum."

When that interview screened, the print media scrambled to track down this hugely offbeat family but despite exhaustive hotel checks failed to find them. No one thought of checking the Ramada Bronx.

Next morning most of the people working on Softly were discussing looking for new employment because they couldn't see readers of a soft-focused women's magazine accepting a male controlling editor no more than they would. Dire predictions about the demise of the magazine were bandied about.

The private company-owned magazine had hit readers with a great formula and, as a result, after the first four foundation years had reputedly turned out excellent profits in each of the subsequent five years. Media commentators had produced sale price guesstimates ranging from $19 million to $410 million, suggesting the writers really had no idea or hit the wrong buttons on calculators.

On the other hand, one of them could have been close, but which one?

Sue Blewitt, HR manager, entered the company's crowded café where all personnel had been called to a compulsory meeting at 9:30 to meet the company's new chairman/executive editor Mr Lucas McGuire and his mother, the new owner of the company.

"Quite everyone please," said the company's deputy chairman, taking to the rostrum. "Please stand and welcome the new owner of our company, Mrs Matilda McGuire and her son Lucas who is the new executive editor and company chairman."

Lucas entered first, dressed in a snappy light-blue Italian-cut suit, and he waved to the clapping gathering and smiled warmly. He turned and said, "Come in mother and say your piece."

Mrs McGuire wore a knee-high black skirt, black polo and multi-color elaborately embroidered Oriental jacket and black cap. Her hair and skin looked great and she had the figure of a younger woman.

Mother and son appeared bent on effectively snuffing out mutterings about a takeover by brainless Aussie moneyed interlopers.

"G'day everyone," she said. "Thanks for turning out. I already know you are a fine mob because I've read the magazine you produce since its first issue. It's up to my son to what happens now but rest assured, no way do I wish to see my magazine take a backslide. I've told my son if he fouls up, I'll have him castrated. Thanks for doing a great job everyone and believe in my son and you won't go wrong."

She stepped back and everyone, half-stunned by the castration bit, clapped raggedly.

"G'day everyone and everyone should call me Lucas. The title of mister is for real gentlemen. We Aussies are more informal than Americans but that doesn't mean we're more immoral or dopier than Americans."

"You might think it's a bit rich of my dad paying all that cash buying this magazine as a present for my mother who, like most mothers do, wanted her last-born to have a good job. Well I believe both of my parents are visionary and with that said, I say no more on that subject."

"Guys and gals, it's up to me to avoid having a very unpleasant operation ordered by my mother (snigging). I'm thirty with a master's in Media Studies, majoring in journalism. I've never worked on a women's magazine before but let me remind you Columbus had never been to American before and yet he discovered it, so what does that tell you? Yeah right."

He paused and the resentment bubble burst. Lucas had them laughing and applauding. There was something about him that suggested he was well short of being an idiot.

"In the past three financial years, Softly's paid circulation has ranged from 802,892 to 923,666, the trend-line in those three years being somewhat erratic and that just goes to show what front cover impact appeal can do, because almost all of the issue-by-issue fluctuations have reflected in newsstand sales. In comparison, the trend in non-renewal of subs shows no similar dramatic change."

"I intend listening to consultants about how to smooth out fluctuations in sales rather than listening to consultants suggesting how to smooth out you people, because most of you guys are specialists in compiling and producing our successful magazine. Likewise, those of you involved in actually promoting sales have had nine years to work everything out and yet there are still blimps on our screen."

"In the interest of protecting my testicles from the possible wrath of my mother's pet surgeon, my number one priority is to crack the 1 million sales barrier and believe me, I know I won't do that by making all bad decisions and I won't reach that very short-term goal without total team support."

He paused and was applauded.

"Thank you. That's all. I'll chat to you all before too long and if I miss any of you then two weeks from today then you come and tell me about it. Thanks guys. Off you go and wave goodbye to mom. She goes to visit her parents in a retirement facility in Arizona today and from there she and dad then tour the south before heading home. Her mom, my gran, is American, born and raised in Des Moines, Iowa."

People clapped and began filing out, waving at Mrs McGuire who waved back. Several executives came forward to speak to her. Lucas was seen walking off with the CEO Peter Cook and the magazine's editor, Cheryl Brown.

Cheryl and Peter took Lucas on a rapid tour of editorial facilities while people were still wandering back to their posts and then the trio went to Lucas's office where the previous owner's appointee as managing editor had worked.

"Get us coffee please, Peter."

"Um Cheryl?"

Cheryl began walking to the coffee machine but Lucas said, "Peter will get it Cheryl, we all must be flexible in our roles. Please sit."

She sat, looking at him thoughtfully.

"Thanks for keeping the ship sailing during the changeover guys. Your roles will remain unchanged. Peter do you sit in on the editorial meeting Monday mornings?"

"Not unless I have been called in for something specific."

"I'd like your regular attendance if you can manage it and I'll expect formal notice if you can't attend because of more pressing duties. I want us to be a tight and coordinated unit. I will chair admin management meetings and so it's only proper that you represent admin at editorial's main meeting where I will attend as of right."

"You will be required to report back to admin only things you feel they need to know whereas I need you, like me, to know of everything that goes on in this company and anything affecting it that's going on beyond our doors."

"Sounds good to me."

"Cheryl?"

"It is rather unusual to have a non-editorial personal attend an editorial meeting. It's a mix of tradition and politics to avoid management's fingers sticking into the ethics of unfettered journalism."

"Yes the 'we and they' thing. Give me credit for understanding that?"

"Yes of course."

"And you are bright enough to understand my reason in wanting this slender bridge between admin and editorial?"

"Yes, and if you tell me I must accept it, then accept it I will."

"Please accept this change Cheryl and deal effectively with any bitching."

"Yes, I accept your requirement and yes I'll stamp out any discord."

"Thanks, in my absence you'll attend the weekly admin executive meeting."

"Understood."

"I regard this as a progressive change Lucas," said Peter, handing out the coffee. "I will remain sensitive of editorial's tradition of maintaining a clear division between it and overall company management."

The 30-year old executive editor said, "I have to say Softly is the sum of us all, rather than editorial's baby as we all tend to think it is."

"Intelligently and sensitively expressed Cheryl. Thank you. Is it convenient for me to take you two to lunch at 1:00 today so we can get to know each other more informally?"

"Yes, that's fine," Cheryl said.

"I'd like to be included, too," Peter said, adding his PA would book at the restaurant that provided the catering for special company lunches.

* * *

Two weeks on, there was no one in the company who hadn't met Lucas. He went through the departments like a hoover and ticked off everyone as he met them and returned to say hi to those who were away when he'd dropped in previously.

The feeling about Lucas was buoyant although understandably somewhat ambivalent and everyone knew of the first big row.

The third issue due out after his arrival had been fully planned when at the editorial meeting Lucas quietly announced he wanted a change of cover story.

Cheryl had said hotly, "No way, that position is taken by 'Softly's annual hair-style awards. The awards are eagerly-awaited and our circulation for the hair issue zaps up."

"Well personally, I'm not too chuffed about hairy women," Lucas said, and noticing the sea of tight faces said, "Oh crap, that wasn't going softly was it? I apologize for exhibiting how bad Australian humor can go. Cheryl, what's the circulation gain for the hair issue? That will be mostly newsstand sales of course."

"At least 10,000," she said proudly.

"Oh right. So, for a moment Cheryl let's pretend we are playing poker. I wish to raise your 10,000 to um 310,000."

"But that's ridiculous," she said hotly.

"Is it? Take a look at the front cover that I want. My skills at cover design are pretty basic but I don't believe my vision is faulty. Switch on the projector please Kitty."

The room darkened and everyone looked at the plain wall. Tension and resentment were rife.

Lucas said quietly, "React softly guys. Don't go for a quick draw."

All thirteen people including Lucas tensed and he said, "Hit it, Kitty."

The front cover image appeared to leap on to the wall and the gasps of some people were very audible.

The masthead, dateline, selling line and bar code were retained. The main image covered most of the page as usual but only the one coverline remained. It was radical proposed change for the cover of Softly magazine.

The image was a beautiful portrait photo of Matilda McGuire.

The coverline read: MY MOM. Lucas McGuire writes about the new owner of Softly magazine. Who is this woman?

Some of the team glanced at Cheryl. She sat mouth open, both curled knuckles on the side of her face.

"Brilliant," she gasped. "So that's why you and your family kept out of the media spotlight apart from that one teaser TV network interview."

"Yeah, my idea. Dad loved it because he's a bit of a recluse but mom was difficult to convince to hold back because she enjoys the limelight. God, she was so laidback, so demure during that TV that I almost thought dad and I had arrived with the wrong woman. But she knows business and I said, the curiosity of the American public will take Softly over the million mark if we do this right."

"Jacki, you're senior graphic artist and page designer. Try to keep to my concept but it needs professional touches. I want a reduced cover size for the billboard posters for that issue on a black high gloss background and same goes for print and TV ads promoting that issue but I want promotion expenditure for that issue kept at usual levels. No cheating is required. Curiosity will do it for us. Believe me."

"Here's the article Cheryl and your decisions apply from here. There are more images to go in the spread and I include details about myself because there will be curiosity about me."

"Please don't allow anything to be jazzed up because that's not Softly's style. Readers will get a good ole family story that I believe go down well in America. Sorry about the hair special guys. Cheryl, I suggest you hold it over or run it as an insert; it's your decision. Don't just bury it inside." Spend a little extra to promote your hair feature if that's required."

"Margaret (production manager), I suggest a print-run of 1.4 million and advise distributors and ad agencies. In the total unlikely event of this issue bombing I'll take the rap 100% but don't want the credit for its success; that will be shared as a team effort."

"Now to business. We need either our motoring correspondent to wake up her ideas and start educating our readers what to really look for when buying a car or we replace her. Comments please."

"Are you referring to Wendy's references to color?"

"Yes Michelle. Actually, to her passion about colors."

She sniffed and said fearlessly, "Are you aware the vehicle manufacturers spend millions on consulting and developing new colors?"

"I am."

"Well?"

"What color is your car Michelle."

"Blue."

"Specifically, what shade."

"Um, metallic blue."

"I see. I bet when you first purchased that car you told all your friends exactly what color it was? I've seen your cross-over and my guess it's close to Cornflower Blue."

"Y-e-s, I would agree to that."

"Female car buyers are not birdbrains unless they allow their males to choose the car for them. They need to know what counts and must learn that color of a vehicle inside the vehicle and outside is no less important than the color of their fingernail coating.

The cost of running a vehicle has become internationally important but what does that mumbo-jumble about miles to the gallon mean? Why don't our motoring writers tell them in simplified language and in vehicle performance where the official gas consumption figures place that vehicle in its class?"

"All I'm asking is for that writer to get real. Sure, mention color but waxing on and on about it is wasting space in our magazine. I'm not a guy who thinks of women as Bimbos. It amazes me that women's magazines often appear bent on perpetuating that myth. There are brainless people around but they are either sex and we should never lose sight of that truism."

Cheryl dropped in on Lucas later.

"Our editorial meetings are promising to be livelier with you in the chair."

"Thanks. I'll try to curb my prejudices in attempting to stimulate thinking and motivating the team."

"That's a good idea. Your story is magnificent. I laughed and I wept. It truly is a wonderful and well-written tribute to your mother and she presented as a really endearing person absolutely overloaded with character."

"I didn't go too far overboard. I was tempted to claim my mom would have made a great astronaut or become the greatest pirate the world has ever known."

"I believe the balance was just fine and I accepted the level of idolization and your comment that her outgoing personality was necessary because your father is introverted."

"Yeah, that's how I see it."

"Of course. My partner is away this weekend so I'm free if you would like company for dinner Saturday night?"

"Okay and I welcome that friendliness. I see three possibilities. We do a film and eat out, or a film and I cook for you or a film, I cook for you and you stay the night."

"Wow, what an exciting selection of proposal for a girl on the loose. Of course, I could be offended by the last suggestion."

"So be it."

"I choose the second proposal. Whether I advance into the third proposal will depend on how we go."

"That's the choice I thought you'd make. Oh, I believe I'm good at sex."

"I bet. And my mother once said always stay right away from your boss. Unfortunately, she never spelt out what she meant by that. Apparently, I was supposed to know."

"Yeah well sometimes in remaining ignorant has advantages."

* * *

Cheryl Brown, an oval-faced and not unattractive New Yorker with her raven hair crop-layered in an urchin-cut that suited her almond-shaped dark eyes exceedingly well, sat working on her make-up and thinking about HIM, meaning that guy she was preparing to go on a date with.

It wasn't as if technically going all the way with him would amount to adultery because she didn't see it as adultery, only disloyalty.

Phil, her boyfriend for almost two years, was a senior lecturer in journalism, avoided commitment and anyway only stayed overnight sporadically and that was rather depressing for a girl who enjoyed sexual activity and who often thought she wasn't getting enough plowing.

She'd also been told that Phil had been seen with other women, apparently much younger women. She's replied perhaps he was on evening assignments with students and had just sighed because she suspected he didn't commit because it suited him to remain unfettered.

So, what about HIM?

Yes, Lucas made her nervous. He was a too confident for her liking and would push being boss to the hilt if it suited him because his focus appeared to be in what he called 'the vision' and it still wasn't clear how much emphasis was placed on people in that quest of chasing the vision.

And what would happened after the vision materialized was anyone's guess, or was it that 'the vision' perpetuated successfully and anyway what was the vision?

She'd decided to cultivate him and find some answers to her questions. So, she'd invited him to date her quite forgetting he was an Australian and immediately found herself back-pedaling a bit when a minute later he was suggestion she could stay the night.