Frank Sinatra

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A rose by any other name would smell as sweet, we have been told, and I believe, with some exceptions, that this is so. Did the infamous 1950s Ford flop, the Edsel, really fail because it was named for Henry’s son, or was it because the design was disappointing to mid-century Americans (even though it looks pretty good to me)? I think a car with a style that resonated with the public would have made “Edsel” synonymous with cherries rather than lemons. But branding has long been a field and namer an actual profession. In a New York Times Magazine article, the always-smart Neal Gabler takes us on a jaunt to find just the right name for a new virtual-reality product. An excerpt:

For decades, corporations have turned to creative people for their naming needs, with varying results. In 1955, a Ford Motor marketing executive recruited the modernist poet Marianne Moore to name the company’s new car. The marketing department had already created a list of 300 candidates, all of which, the executive confessed, were “characterized by an embarrassing pedestrianism.” Could the poet help? In a series of letters, Moore proposed dozens of notably nonpedestrian names — Intelligent Whale, Pastelogram, Mongoose Civique, Utopian Turtletop, Varsity Stroke — but the marketing team rejected them all, instead naming the new car (in one of the great disasters, naming and otherwise, in corporate history) after Henry Ford’s son, Edsel.

Today roughly 500,000 businesses open each month in the United States, and every one needs a name. From Dickens with his bitter Gradgrind to J. K. Rowling with her sour Voldemort, authors have long understood that names help establish character. Politicians know that calling a bill the USA Patriot Act makes it a little harder to vote against. The effects of strategic naming are all around us, once we begin to look for them. “You go to a restaurant, and you don’t order ‘dolphin fish,’ ” Shore points out. “You order ‘mahi-mahi.’ You don’t order ‘Patagonian toothfish.’ You order ‘Chilean sea bass.’ You don’t buy ‘prunes’ anymore; they’re now called ‘dried plums.’ ” Maria Cypher, the founder and director of the naming agency Catchword, which named the McDonald’s McBistro sandwich line, will tell you that names “give us a shared understanding of what something is.” Paola Norambuena, the executive director of verbal identity at Interbrand, says they give us a “shortcut to a good decision.”

Most people assume that companies name themselves and their products. True, Steve Jobs came up with the name for Apple and stuck with it despite the threat of a lawsuit from the Beatles, who had already claimed the name for their record label. Likewise, Richard Branson chose the name Virgin, and namers venerate him for it. “Virgin gets a reaction,” says Eli Altman, the head of A Hundred Monkeys, a naming agency. There is no “way that would get through a boardroom.” Most executives aren’t as imaginative as Jobs or Branson. And that’s where namers come in. Some work within larger branding agencies, like Landor or Interbrand. Others work within boutiques, like Catchword, A Hundred Monkeys (put 100 monkeys at 100 typewriters, and eventually they’ll write a Shakespearean tragedy, or a name), Namebase and Zinzin (French for “whatchama­callit”). Some, like Shore, are lone operators.

For the process that leads to a single name, companies can pay anywhere from $3,000 to $75,000.•

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The 1957 primetime TV show which introduced the Edsel, featuring Bing Crosby, Frank Sinatra, Louis Armstrong and Rosemary Clooney.

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Two excerpts follow from John Weaver’s 1970 Holiday profile of the Hollywood Hills in flux, written at a time when fading early-film stars were joined in the smoggy gorgeousness by newly minted rock royalty, hippie cults, motorcycle gangs, and, worst of all, clinical psychiatrists.

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Each of the through canyons—Laurel, Coldwater, Benedict, Beverly Glen—has its own distinctive personality.

Laurel is Southern California’s semi-tropical version of Manhattan’s East Village. Mediter­ranean villas dating back to the first hoarse days of talking pictures are hemmed in by dilapidated shacks owned by absentee landlords. The can­yon’s natural fire hazards have been intensified of late by shaggy young nomads who turn on in the blackened ruins of burned-out mansions where Theda Bara may once have dined. The daily life of the community swirls around a small shopping center, “The Square,” which boasts the old-fashioned Canyon Country Store and a pleasant cafe, the Galleria.

Coldwater and Benedict are more sedate and affluent (their watering hole is the Polo Lounge of the Beverly Hills Hotel). When a newcomer to the community set out to cast his vote in the last municipal election, he was somewhat taken aback to find his polling place was a home in the $150,000-to-$200,000 class. The booths faced the pool.

“I half-expected to have my ballot served by the butler,” he recalls.

One of the most curious sights of his new surroundings, he has found, is the dawn patrol of stockbrokers and speculators who, because of the three-hour time differential between the East and West Coasts, can be seen silhouetted against the sunrise as their Cadillacs and Continentals lum­ber down the hills in time for the first ticker-tape reports from Wall Street.

To the west, near the sprawling campus of the University of California at Los Angeles, lies Beverly Glen, the friendliest of all the canyons, as tourists discover when they stop for dinner at its charming wayside inn, the Four Oaks. The Glen has the feeling of a sycamore-shaded resi­dential street in a rural college town. Associate professors and graduate students live cheek-by-­jowl with a mixed lot dominated by the profes­sions and the arts.

“The Glen defies any kind of rational analysis,” says Jack Thompson, veteran leader of its homeowner organization. “Take the houses on my street, for instance. They’re occupied by a com­puter sciences teacher, a rock singer, a furniture man, an attorney, a sprinkler equipment sales­man, an actress and a clinical psychiatrist.”

Historically, the Hills have been hospitable to the indulgence of individual tastes, no matter how bizarre, but at times one man’s life style en­croaches on his neighbor’s, as the Benedict Can­yon Association discovered when it began to get complaints from members who found themselves living downwind of a stable. In Coldwater, the neighboring canyon to the east, homeowners banded together to block Frank Sinatra’s applica­tion for a private helistop. The singer finally gave up on Los Angeles and headed for the desert.

“The air isn’t fit to breathe, so I’m clearing out,” he an­nounced in the fall of 1968, and a year later he got support from, of all places, the coroner’s office. The body of a young woman, stabbed to death, was found in the hills not far from Sinatra’s abandoned retreat. The dead girl was new to Southern California, the coroner deduced, because her lungs showed none of the ill effects of smog.

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A mile-long stretch of county ter­ritory with a gamey history (it was Hollywood’s place to drink and gamble during Prohibition), the Strip has become a children’s playground where middle-aged tourists in slow-moving Gray Line buses peer out in horror at the outlandish getups of the young, many of whom have fled the same wall-to-wall certainties about soap and success to which the tourists will return, unchanged. (Mother, to Aunt Martha: “They looked half-starved, poor things. Goodness knows what they eat.” Father, to Uncle Fred: “The girls wore these little skirts up to here and blouses you could see through, and not a thing underneath, not a thing.”)

Homes in the hills above the ac­tion, once the property of men with ulcers and wall plaques attesting to their ability to peddle cars or endow­ment policies are now sprouting For Sale signs. (In the Sunday papers they are advertised as “Swinger’s Pad,” “Artist’s Retreat” and “Funky Mediterranean.”) Large areas are be­ing surrendered to motorcyclists, call girls and young couples of every known sexual persuasion (the enclave is referred to in heterosexual circles as “The Swish Alps”).

The Strip has become a buffer zone between the hippie communes of Laurel Canyon and the marble resting places of moneylenders and paving contractors who look down on Bev­erly Hills from the majestic heights of Trousdale Estates. The Beverly Hills border separates young swing­ers who are making out from elderly plastics who have it made.

The two generations live side by side in the high-priced side streets off Coldwater and Benedict Canyons, where Charlton Heston works out in the pool of his stone fortress and Harold Lloyd plays golf on a multi­million-dollar estate a brisk canter from Tom Mix’s old spread. Valen­tino tried to win back his second wife by sinking a borrowed fortune in a hillside place where, he said, he wanted his friends “to remember me as permanently fixed on a set at last.” His Falcon’s Lair, now the property of Doris Duke, is a short walk from the Benedict Canyon estate where Sharon Tate, three friends and a young passerby were slaughtered last August.

The separate worlds of Benedict Canyon and the Sunset Strip coexisted on Sharon Tate’s rented estate. The international film crowd bounded up Cielo Drive in sports cars to groove in the main house (“In my house there were parties where people smoked pot,” Miss Tate’s husband said after­wards. “I was not at a Hollywood party where someone did not smoke pot”).

“The poshest homes on the quiet­est lanes of all of the better canyons are often as not, symbolically, board­ing houses, whose leases or titles are written in a kind of quick-fading ink,” Charles Champlin, the Los Angeles Times entertainment editor, wrote after the tragedy. “They are way-stations on the way up or down, in or out.”

“The stars move out,” a Beverly Hills realtor once remarked to a New York Times reporter, “and the den­tists and psychiatrists move in.”•

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Just once I came across George Whitman in the Paris Shakespeare & Company, but I didn’t pay the eccentric and legendary owner much mind, so distracted I was by the leaking ceiling and broken floor. Still, wow, what a bookshop. From Bruce Handy’s new Vanity Fair piece about the fabled store:

“You know who else loved Shakespeare and Company and who wasn’t a writer with skin in the game? Frank Sinatra—according, that is, to Ed Walters, a former pit boss at the Sands, in Las Vegas, who was taken under Sinatra’s wing in the 1960s and offered this account for a forthcoming history the store plans to publish:

What few Sinatra fans know is that he loved books, especially history books. He was in the casino at a 21 table, playing blackjack and talking with his friends. He told the guys, ‘I’m giving Eddie some books to educate him. He needs it.’

He asked about a book he’d given me, was I reading it. He said, ‘Eddie you must travel and when you do, go to Paris, go to the Shakespeare bookstore. I know the guy there. . . . Go see the guy George—he’s a guy that lives with the books.’

Whitman died on December 14, 2011, two days after his 98th birthday. Unlike many once young bohemians and idealistic self-proclaimed Communists, he hewed to his ideals all the way through to the end. He made a fetish of thriftiness, sometimes cooking from restaurant and market leavings for himself and guests. Unwilling to pay for haircuts, he trimmed his by lighting it on fire with candles. (You can see him do so in a video on YouTube that is equal parts beguiling and horrifying.) His one concession to fashion: a grotty paisley jacket he wore for decades and which had already seen better days when the poet Ted Joans described it as never-been-cleaned in 1974. In short, he was the rare businessman who cared little for money except as a vehicle to expand his shop, which over the decades grew from a single ground-floor room into the multi-floor, ad-hoc institution it is today. In a eulogy he wrote for Whitman, Ferlinghetti described Shakespeare and Company as ‘a literary octopus with an insatiable appetite for print, taking over the beat-up building … room by room, floor by floor, a veritable nest of books.’ I like to think of it as a half-planned, half-accreted, site-specific folk-art masterpiece: the Watts Towers of bookselling, with its warren of narrow passageways lined by casually carpentered bookshelves; its small rooms adorned with whimsical names (OLD SMOKY READING ROOM and BLUE OYSTER TEAROOM); its owner’s favorite epigrams painted above doorways and on steps (LIVE FOR HUMANITY and BE NOT INHOSPITABLE TO STRANGERS LEST THEY BE ANGELS IN DISGUISE); its scavenged floorings, including, in one of the ground-floor rooms, marble tiling Whitman is said to have stolen decades ago from Montparnasse Cemetery and laid down in an abstract mosaic around the store’s ‘wishing well’—a hole in which customers toss coins to be harvested by the store’s more impecunious residents. (Sign: FEED THE STARVING WRITERS.)

Sinatra was right, by the way: Whitman did live with the books, eventually taking a small apartment on the building’s fourth floor (or third, by French floor-numbering convention), which was really just an extension of the store. His own back bedroom had three walls of bookshelves, double-lined with books: novels, poetry, biographies, philosophy, complete sets of Freud and Jung—pretty much anything you can think of, plus the detective novels he kept stashed under his pillows. That bedroom is where, following a stroke, he passed away, so Sinatra could have said he died with the books, too.”

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I’d be remiss if I closed the week without posting something about the recently departed Lauren Bacall. After that beautiful published her memoirs at the end of 1978, she sat for an interview with Christopher P. Andersen of People. An excerpt:

Question:

You were brought up to be a ‘nice Jewish girl,’ as you put it, but in Hollywood you hid that fact. Why? 

Lauren Bacall:

So much more was made of my concealing it because I didn’t ‘look’ Jewish. There was anti-Semitism in Hollywood and I was terribly frightened. Remember, I was 19 and wasn’t exactly swimming in self-confidence. It’s one area of my life I am not proud of. 

Question:

When you were going with Bogart, did you tell him you were Jewish? 

Lauren Bacall:

Yes. I had once been asked out by a West Point cadet and the subject of religion came up. He never called back, and I was sure it was because I was a Jew. So when I fell in love with Bogie, I knew I had to damn well get it straight. Of course, he was the last man on earth it would have bothered. 

Question:

Were you a great fan of Bogie’s before you met him? 

Lauren Bacall:

Howard Hawks said he’d like to put me in a film with Cary Grant or Humphrey Bogart. I thought, ‘Cary Grant—terrific! Humphrey Bogart—yucch.’ 

Question:

Didn’t Howard Hawks help create your famous voice? 

Lauren Bacall:

You can’t acquire a voice. Either you have it or you don’t. But Howard wanted me to be insolent with men on the screen, and that meant training my voice so it would remain low. I would park on Mulholland Drive—so as not to disturb the neighbors—and read The Robe aloud in a low, low voice. I was never much of a screecher anyway. 

Question:

How did the Bacall ‘look’ come about? 

Lauren Bacall:

I used to tremble from nerves so badly that the only way I could hold my head steady was to lower my chin practically to my chest and look up at Bogie. That was the beginning of the Look. I still get the shakes from time to time. 

Question:

Are you the tough cookie most people think you are? 

Lauren Bacall:

I never thought I was a tough cookie at all. When I was making To Have and Have Not Howard Hawks wanted an attitude of worldliness. At the time I was trying to figure out how a kid with absolutely no sexual experience could convey worldliness. The biggest misconception people have about me is that I’m in control of every situation. I’m rarely in control of any situation.

Question:

After Bogie’s death your brief engagement to Frank Sinatra ended abruptly. How do you view Sinatra today? 

Lauren Bacall:

Frank did me a great favor. He saved me from the complete disaster our marriage would have been. But the truth is that he behaved like a complete shit. Still, that was over 20 years ago. When I run into him now, we give each other a nice hello.”

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Robert Evans’ second memoir, The Fat Lady Sangfeaturing his customary blend of hard-boiled talk and Hollywoodisms, is excerpted in the Telegraph. The passage has to do with his relationship with Frank Sinatra, which went to pot over Mia Farrow’s decision to star in Rosemary’s Baby. The opening:

“‘Kid, you remind me of me. Been watching you close. They tell me you’re comin’ off great. Been around long enough to have a nose who’s going to make it and who ain’t. You got a shot at going all the way. Take some advice from a guy who’s never learnt. When it comes to those hangers-on, though, take my advice: have your radar on high.’ The words were coming straight from the mouth of the King, Frank Sinatra by name, having a mano-a-mano powwow at Chasen’s, his favourite restaurant in town.

It was spring of ’59. He was a megastar playing the lead role in the filmization of the Broadway musical Can-Can.

Me? A punk starlet, playing my first starring role in The Hell-Bent Kid, a western remake of Kiss of Death. Screen-tested and plucked it away from many. Can-Can and The Kid − hell-bent, that is − were shooting on adjoining soundstages at 20th Century Fox.

The laugh being that it was he who sought me out, and with purpose, not by mistake.

He was wondering, how does a punk kid not yet hitting the quarter-century mark end up in the biblical sense with the two great loves of his life?

Adding insult to injury, the Chairman’s spies told him I’d been seeing both of them at the same time. Their names? Ava Gardner and Lana Turner.”

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Frank Sinatra, that erstwhile Liberal Democrat, supporting his Hollywood buddy Ronald Reagan at the 1980 Republican Convention. Chris Wallace and Lynn Sherr do the honors. Lousy audio, but still worth it.

Another post about a celebrity political endorsement:

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The opening of “Cities of New York,” from Pete Hamill’s excellent collection, Piecework, in which the writer recalls NYC’s mid-twentieth century decline, which didn’t reverse until new media technology businesses began to take root in the city in the 1990s:

“If I’d grown up in another city, I almost certainly would have become another kind of writer. Or I might not have become a writer at all. But I grew up in New York in the 1940s, when New York was a great big optimistic town. The war was over and the Great Depression was a permanent part of the past; now we would all begin to live. To a kid (and to millions of adults) everything seemed possible. If you wanted to be a scientist or a left-fielder for the Dodgers, a lawyer or a drummer with Count Basie: well, why not? This was New York. You could even be an artist. Or a writer.

As a man and a writer, I’ve been cursed by the memory of that New York. Across five decades, I saw the city change and its optimism wane. The factories began closing in the late 1950s, moving to the South, or driven out of business by changing styles or tastes or means of production. When the factories died, so did more than a million manufacturing jobs. Those vanished jobs had allowed thousands of men like my father (an Irish immigrant with an eighth-grade education) to raise families in the richest city on earth. They joined unions. They proudly voted for the Democratic ticket. The put paychecks on kitchen tables, asked their kids if they’d finished their homework, went off to night games at the Polo Grounds or Ebbets Field, and were able to walk in the world with pride. Then the great change happened. The manufacturing jobs were replaced with service work. Or with welfare. One statistic tells the story: In 1955, there were 150,000 New Yorkers on welfare; in 1995, there were 1.3 million.

With the jobs gone, the combined American plagues of drugs and guns came to the neighborhoods.”

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Pete Hamill discusses the legacy of Frank Sinatra on local NYC news:

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