Vista's Tomorrow

Manhattan is a cluster of villages, and among the 1,000-odd newspapers and magazines published in Manhattan are some 20 designed for village consumption, to catch the local advertiser's dollar. These range from the snobbish, slick-paper hotel publications of Robert L. Johnson Magazines, Inc. (Waldorf's Promenade, Pierre's Pierrot, etc.) to such modest community sheets as the Tudor City View, London Terrace News, The (Greenwich) Villager. Columbus Circle has its Mid-towner, Radio City its Rockefeller Center Magazine. That is not all.

On the desks of some 1,600 executives and near-executives who work in Rockefeller Center there has appeared each fortnight this year a small four-page paper called Vista. Because Vista's editor and publisher identifies herself simply as "Andra" (her real name is Margaret Russell) and because the photograph of Andra which adorns the first page is sultry and provocative, most of these people have given the paper at least one glance.

Vista is worth two glances. Into its four small (5 by 8 in.) pages Andra tosses a potful of private loves & hates, seasons it with letters to the President, with poetry and with her own highly individual short stories. Far from a lure for advertising, Vista usually brings Andra $10 per advertisement (of which she runs five or six), costs her $40 to print and distribute. Andra thinks small publications like hers are the journalism of tomorrow. Last week's contribution to tomorrow's journalism:

"LOVE AND TOMORROW

"The pagan worship of love--sensuous love--lies buried with the beautiful lost civilizations of the Tigris-Euphrates, the Nile, and the Aegean. Lost--man's rich, dark, deep blood-consciousness. . . .

"The successful, efficient, intelligent, respectable bankers, businessmen, industrialists, community leaders, architects, engineers, etc., who build up a World's Fair in 1939--though they probably have a good many erotic activities--would attach very little significance to the physical relationship between a man and a woman. . . .

"But what have they done? Look! They have set up the Trylon and the Perisphere --the most dramatic and colossal phallic symbols that have ever been seen on the earth. . . ."

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