Magazines: Which Eye Has It?

“Eye,” said the full-page ad, “will respect, enlighten, titillate, lead, leaven, captivate, iconoclate young America. Eye will roar, jar, warble, throb. Eye will be salubrious, dissatisfied, and groovy just like its young audience.” The first issue of the new Hearst magazine, said the small type, will be out Feb. 20, 1968.

Not if David H. Hughes, president of the Yale Arts Association, can help it. At least not under the title Eye. It seems that just last June the association published Volume I, No. 1 of its new journal of the visual arts. Its title: Eye.

Hughes noticed a story about the forthcoming youth magazine in a newspaper advertising column last August, immediately informed the second Eye through Yale lawyers that his association owned the rights to the name. Apparently all ready to iconoclate and jar, Hearst ignored the notice and proceeded to launch its pre-publication advertising campaign anyway.