The Fearless Skier

In the air, on the ground, over the telephone, Curtis Publishing Co.'s new boss. Matthew J. Culligan, is moving every bit as fast as he said he would. He floats between his Westchester home and Curtis' Philadelphia office by helicopter, using a suitcase for a desk; he drives to Manhattan in a limousine, usually taking along a neighboring adman and giving him an hour's pep talk on Curtis. He always sets his watch to run nine minutes fast, and he schedules every minute of his 20-hour day. Says an associate: "Many is the time Culligan rings me up and says be in the office at 9:26 or 3:34."

Flying to Detroit last week to tackle the automakers, Culligan set up a system of "task forces" to give him a complete marketing report on every company he visited and a biographical sketch of its top executives. After calling on each executive, he repeated their conversation into a portable recording machine in his car, then went to the next call with a clear mind. "Over the years," says Culligan, "I have been able to erase my so-called mind. An executive simply talks at me, and for some reason I am able to retain it." Culligan polished off most of the auto companies in a single day: breakfast with Ford, a morning meeting with Chrysler, lunch with Chevrolet, cocktails and dinner with Cadillac.

Back in Philadelphia, he used his frontal approach on representatives of four banks: "All right, fellows, I'm going out there with the troops. What are you going to do to make me feel secure?" The banks made available $22 million to help Curtis rebuild.

"Handling this company is like skiing." mused Culligan. "If you are standing looking down a great slope, as an experienced skier, there is nothing to it. It offers fun, adventure, a chance to use your skills. But if you haven't done it before, the prospect is terrifying. This is the fourth time I've attempted this kind of thing. In many respects, the other slopes were much tougher." How are things on the hazardous Curtis slope six weeks after Culligan started at the top? Going great, he says. In spite of a $4,000,000 loss in the second quarter, the fourth quarter will be "dramatically improved." Culligan says he has already booked $37 million worth of advertising.

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