The Recycler

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The Recycler was first published in July, 1973, under the name "E-Z Buy E-Z Sell" by Canadians Gunter and Nancy Schaldach after they moved to Los Angeles. They modeled their paper after a similar publication in Vancouver.

Contents

The Recycler changed the economics model of private party classified ads: Instead of charging the advertisers to place ads, the Recycler ran the bulk of its classified ads for free, and charged buyers of the newspaper.

It started off as a bi-weekly mimeographed 16-page publication. The intention was to sell the paper for 25 cents, but most of the initial 15,000 copies were given away for free. "At the beginning it was kind of a chicken-egg thing," recalled John Dorman, who joined the operation in 1974. "People would buy it to get access to advertising, but there weren't very many ads. But we had to sell papers to get ads." [1]

The name was changed to the Recycler to capitalize on the popularity of recycling in the early 1970s.

By 1975 the paper became profitable, and started being published weekly. The sale of display ads became an important source of revenue, and the company was able to hire its first full-time salesperson.

By the 1980s the Recycler was published in seven editions covering L.A., the San Fernando Valley, the South Bay, the San Gabriel Valley, Orange County, San Diego and the Inland Empire.

In 1988 the paper was sold from over 6000 stores, and had a weekly readership of more than 540,000. By then, the company had more than 200 employees, plus another 120 who worked for McDuck Distribution, the distribution arm run by John Dorman. Single copies of the paper retailed for 55 cents to $1.25, depending on the edition. The Recycler brought in around $500,000 a week in circulation revenue, or $26 million a year, not including display ad sales.

A sister publication, Photo Buys Weekly, which featured ads accompanied by a photograph, was started in 1982. [2]

The Recycler classified newspaper helped to launch the careers of many Los Angeles bands including Guns N' Roses, Metallica, Motley Crue and Hole. The company was sold by the Los Angeles Times to Target Media Partners in 2007 is now located in North Hollywood, California. [3] The Recycler was relaunched in 2010 as a website.

Curiosity

James Hetfield responded to an advertisement in the magazine written by Lars Ulrich, founding Metallica. [4] [5] Mick Mars entered Mötley Crüe after responding to an advertisement in the magazine created by Tommy Lee. [5] Slash answered an ad in The Recycler to join Guns N' Roses from Izzy Stradlin. [5] Eric Erlandson responded to an advertisement created by Hole frontwoman Courtney Love in 1989: "I want to start a band. My influences are Big Black, Sonic Youth, and Fleetwood Mac." [6]

James Hetfield American musician

James Alan Hetfield is an American musician, singer, and songwriter known for being the co-founder, lead vocalist, rhythm guitarist, and main songwriter for the American heavy metal band Metallica. Hetfield is mainly known for his intricate rhythm playing, but occasionally performs lead guitar duties and solos, both live and in the studio. Hetfield co-founded Metallica in October 1981 after answering a classified advertisement by drummer Lars Ulrich in the Los Angeles newspaper The Recycler. Metallica has won nine Grammy Awards and released ten studio albums, three live albums, four extended plays and 24 singles.

Lars Ulrich Danish musician

Lars Ulrich is a Danish musician, songwriter, actor, and record producer. He is best known as the drummer and co-founder of the American heavy metal band Metallica. The son of tennis player Torben Ulrich and grandson of tennis player Einer Ulrich, he also played tennis in his youth and moved to Los Angeles at age 16 to train professionally. However, rather than playing tennis, Ulrich began playing drums. After publishing an advertisement in The Recycler, Ulrich met vocalist/guitarist James Hetfield and formed Metallica.

Metallica American heavy metal band

Metallica is an American heavy metal band. The band was formed in 1981 in Los Angeles, California by drummer Lars Ulrich and vocalist/guitarist James Hetfield, and has been based in San Francisco, California for most of its career. The group's fast tempos, instrumentals and aggressive musicianship made them one of the founding "big four" bands of thrash metal, alongside Megadeth, Anthrax and Slayer. Metallica's current lineup comprises founding members Hetfield and Ulrich, longtime lead guitarist Kirk Hammett and bassist Robert Trujillo. Guitarist Dave Mustaine and bassists Ron McGovney, Cliff Burton and Jason Newsted are former members of the band.

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References

  1. http://articles.latimes.com/1988-10-03/business/fi-2585_1_recycler-classifieds
  2. BROOKS, NANCY RIVERA (1988-10-03). "The Second Time Around". Los Angeles Times. ISSN   0458-3035 . Retrieved 2018-03-11.
  3. http://www.targetmediapartners.com/executive-team/
  4. http://ultimateclassicrock.com/james-hetfield-met-lars-ulrich/
  5. 1 2 3 http://www.laweekly.com/music/10-rock-classifieds-that-changed-music-history-5399544
  6. Brite 1998, p. 100.