Because Chicago sportsman Marshall Field III was losing money with his New York tabloid PM, he decided to salvage that paper with a thirty-two-page weekly newspaper supplement, also purchasable on the newsstands for five cents; he did so by sinking $1,950,000 into a new endeavor called Parade. He established a $100,000 monthly editorial budget, promising forty-three cameramen and 137 "brilliant" reporters. Time* predicted that the probable editor of the new venture would be William McCleery, the PM Sunday editor, but the PM publisher Ralph Ingersoll was probably not to be a part of the supplement. Time rated the chances for this project's success "fair to good if it can reassure newspapers that it has broken with the leftist traditions of PM." 1 Those predictions were somehow overly cautious because Parade is the only Sunday magazine of that era in print to date.
When Parade was launched in September 1941, the actual editor was an efficiency expert named Ross Art Lasley, who had conceived the idea. "A self- confessed ignoramus about editing," Lasley was nonetheless clever at making money, and his idea was to sell ads in Parade as PM had not done--just what Field needed given the financial bind that PM had caused. And the content of this Sunday supplement was interesting enough to get the attention of many newspaper publishers. Time quoted Washington Post's publisher Eugene Mayer: " Parade emphasizes pretty legs, movies, theater, the more picturesque side of national defense, the more colorful reporting of PM's foreign correspondents-- just what we have been looking for." 2
Five years later Field offered to share ownership of Parade with Arthur (Red) Motley, who accepted and grabbed a new editor, Ken W. Purdy. Circulation rose from 2.1 million to 3.65 million when Purdy and Motley took over: "We've thrown the truss boys, kidney-pill artists and goiter curers out of the sheet, and