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1911-1974 a Thesis Submitted in Partial Satisfaction of The CAL IFOi\NTA STATE UNIVERSITY, NORil1R IDGE VALLEY NEWS AND GREEN SHEET U· 1911-1974 A thesis submitted in partial satisfaction of the requirements for the degree of Master of Arts in Mass Communication in Journalism by Sheila Marie Hazlett May, 1975 The thesis of Sheila Marie Hazlett 1s approved: California State University, Northridge May, 197 5 ii TABLE OF CONTENTS ABSTRACT • • • • • . • . • • • • • o • • • • • • • 1. v CHAPTER I. INTRODUCTION • • • • • • • • • • • • • • 1 II. HISTORY AND MYSTIQUE OF SAN FERNANDO VALLEY. III. EARLY YEARS OF THE NEWS UNDER FRANK M. KEFFER. • . 46 IV. THE NEWS UNDER WALTER MENDENHALL • • • • 61 v. FERDINAND MENDENHALL, MAURICE MARKHAM, RALPH MARKHAM AND THE NEWS TODAY • • • • • • • • • • . 71 VI. ROLE OF THE VALLEY NEWS AS SEEN FROM THE INSIDE • • • . 101 VII. ADVERTISING, CIRCULATION AND PRODUCTION • • o • • . •. 114 VIII. SUMMARY AND CONCLUSIONS. • • • • • • • • 128 BIBLIOGRAPHY . 136 t I APPENDICES • . 142 It I l lll ABSTRACT VALLEY NEWS AND GREEN SHEET 1911-1974 by Sheila Marie Hazlett Master o£ Arts ln Mass Co®~unication ln Journalism May, 197 5 The phenomenon o£ the growth o£ Southern California's ·San Fernando Valley has been reflected £or sixty-four years in the area's largest local newspaper, the Valley ·News and Green Sheet. The News is circulated in an area o£ over 320 square miles, to more than 280,000 households, ~oing £rom a :weekly ln 1911, to its present £our-times-a-week publica- tion schedule. This thesis includes a brief history o£ the San ;Fernando Valley, along with a history o£ the paper, toil- lustrate how the two grew together, each contributing to the development o£ the other. Interviews with individuals involved in the paper's history and present status re- vealed that they believe the paper's emphasis on local news is one principal £actor in its success. Another £actor is lV the large volume of classified advertising, the second largest west of the Mississippi, and fifth largest in the United States. A tabulation of the number of local vt'Csus outside- the-Valley stories showed that the paper has devoted most of its space (76 percent) to local news over the past sixty-four years,, allowing it to maintain a hometown flavor. This thesis, on the basis of the evidence gathered, concludes that the News contributed substantially to the growth of the San Fernando Valley, and has retained a I . prominent position in that community by offering a mirror on the lifestyle and values of Valley residents, while offering them, at the same time, a marketplace for their goods and services. :.\ ... v CHAPTER I INTRODUCTION Statement of Objectives, Limitations and Methodology The post-war phenomenon of the growth of the San Fernando Valley in Southern California, from vast wheat fields to its present, sprawling miles of tract houses and fast-food chains, reflected the culmination of the American . 1 dream for many of lts 1,286,500 lnhabltants. The first step in realizing the Valley's potential came in the early 1900s with the arrival of many pioneer families. In 1911, Frank M. Keffer, former Pennsylvania school principal, newspaperman and businessman, estab- lished the News in Van Nuys as a hometown weekly. The newspaper grew with the Valley, mirroring the values and interests of the twenty-four separate communities it serves in the San Fernando Valley, as well as those of the 200,000 residents of the Simi, Conejo and Santa Clarita Valleys. 2 Today the News' classified advertising lineage figures are the second largest west of the Mississippi 1 •.l 2 and fifth largest in the United States. The paper has a 3 circulation of approximately 282,000 homes. The Van_~~~s -~h_.E:::et in all of its editions except the Central in 1955. Those papers circulated in Van Nuys still read Van Nuys News and Gre~n Sh~et, but it is known to most readers as simply, the Green Sheet. In its own columns, however, it is referred to as the News, and this is the designation that will be used throughout this thesis. For most of its sixty-four years, the News has been an important part of California journalism. This thesis will explore the history of a publication which has survived in an area that has seen more than fifty other newspapers come and 4 go • This thesis concentrates on the history of the News ~ through 1974, one year after its sale to the Tribune Company of Chicago, which has the Chicago Tribune among its many holdings. Although a portion of the thesis is devoted to the economic and technical developments of the News, the main body of research deals with the News from a journalistic standpoint, including a look at the newspaper's content, principal personalities, editorial policy and the changes that have occurred ln these areas over the years. A brief 3 history of the San Fernando Valley, a look at the early history of the paper and a listing of competitive publica- tions that have existed in the Valley are part of the background information. Sketches of the leading personalities involved in the paper's development, particularly the members of the Markham and Mendenhall f~~ilies--coupled with a brief sampling of the content of the News over the years--offer an insight into how each editor saw the role of the news- paper in the Valley. Changes in content and editorial opinion, and results of a readership survey reflect the philosophical, political and economic profile of the com- munities the paper serves. The decision in 1974 to add United Press International. 'c/ coverage, and changes in the women's and sports sections, offer some indication of perceived changes 1n the interests of Valley readers, a far cry from the days when the News covered only local events. The physical expansion of the News reflects its economic success. Increases in the number of staff members, circulation figures and areas of distribution (into three neighboring valleys), plus the change-over to the cold-type, computerized production I methods are included here. 4 The picture which emerges indicates the paper played a central role in the growth of the Valley through its extensive coverage of the life-style and interests of its readers. Methodology Personal interviews with those involved in the publication of the paper, including Ferdinand Mendenhall, vice president and editor, and Maurice Markham, president and publisher, were an invaluable source of information. Their reminiscences of the early years o£ the News, par­ ticularly those involving their fathers, W. c. Markham and Walter Mendenhall, were vital to understanding the guiding philosophy o£ the paper. Interviews with others in executive positions, those with key editorial staff jobs, and some o£ the "old­ timers" who have been on the staff £or many years, or are now retired, provided other details and color in the 64- year history of the newspaper. Those interviewed in ad- dition to Mendenhall and Markham were: Ralph Markham, secretary and advertising director; Laurance Fowler, managing editor; Miriam Petherolf, treasurer and food editor; Donald Fetherolf, assistant secretary and retail manager; Bob Aschenbrenner, assistant city editor; Haig 5 Keropian, associate editor; Gladys Branson, Fa.'ll.ily Living editor; Frank Mazzeo, sports editor; Veta McMahan, retired staff writer; Joy Castro, assistant classified adver- tising manager; Mary Jane Petit, daughter of Frank M. Keffer; Mary Margaret Cowart, head switchboard operator; Ed Richardson, retired mailroom foreman, and Nellie Richardson, mailroom employe. Edited transcripts of the in-depth interviews with key personnel are included in the text of the thesis; selected photographs related to the history o£ the paper are in Appendix D. Other principal resource areas included the files and records o£ the News. A systematic study o£ the newspaper through its microfilm holdings supplemented the in-depth interviews. A tabulation o£ local news versus outside- the-Valley news was done to determine what percentage o£ the total news hole has been used £or non-local stories. One issue a year, beginning with the first, November 24, 1911, and continuing on that date, or the closest pub- lication date each year, through 197 4, was examined to determine the percentage o£ non-local stories. (The years 1923, 1957, 1959 and 1960 were not available on microfilm. The tabulated data are in Appendix A). Outside-the-Valley, or non-local, stories were de- fined £or this study as any story not dealing directly 6 with individuals, organizations or issues relating to the Valley. Stories dealing with actions, policies or de- cisions affecting the entire city and/or county of Los AngPl8s were counted as Valley stories. However, stocic~s from Sacramento, dealing with state-wide issues were not counted, unless they specifically mentioned the Valley or a specific area in the Valley. Three sections of the News were not included in the tabulation: women's (Family Living), sports and enter- tainment, since the percentage o£ non-local news used over the years in these sections is so small as to have little bearing on the final percentage figures. The tabulation also was broken down into the years under the three editors: Frank M. Keffer, 1911 to 1932; Walter Mendenhall, 1932 to 1955, and Ferdinand Mendenhall, 1955 to the present, to. determine the nature o£ the content during their editorship. Editorials were not counted in the tabulation, but were read to get an overview of the paper's main areas of concern over the years. The tabulation was done in the form of a galley-count (one galley lS one column of type running the length o£ the page: 21 inches). The number o£ news galleys were counted and totaled for each issue, as were the number of galleys carrying outside-the-Valley 7 stories.
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