John Veronese, who helped start Psychology Today, dies at 93


John James Veronese was born on March 6, 1928, in New Brunswick, NJ, and grew up in Easton, Pa. He was one of six children of Greek immigrants; His father, Nicholas, was a writer, but took a job in the United States at a fur factory and diner; His mother, Angeliki (Eftimakis) Veronese, was a housewife.

After graduating from Lafayette College in Easton, Mr. Veronese moved to Manhattan, where he was hired at Popular Science magazine and soon became its advertising director. He went to field and stream, then american house, a monthly magazine where he achieved a breakthrough for publication by bringing in advertisements from Procter & Gamble. He emerged as the publisher, and several years after the magazine was acquired by Curtis Publishing, he became president of the company’s magazine division.

After leaving Curtis, Mr. Veronese spent nearly two years at InterPublic Group of Companies, the advertising giant, where he researched what motivates consumers. Their findings revealed, among other things, a potential market for a journal about psychology.

Coincidentally, in 1967, Nicholas Charney was trying to launch Psychology Today. Mr Charney, who had a doctorate in biology and biology and knew Mr Veronese’s brother George, a prominent oceanographer, asked Mr Veronese for help. Mr. Veronese directed them to trade and circulation specialists. Once the magazine began to be published, Mr. Charni contacted him again.

“We had a tiger by the tail, but our debts were mounting up,” Mr. Charney recalled over the phone. “So I said: ‘Let’s join forces. I’ll give you half my stock and we move on as equal partners.’ He joined, and within two weeks he had raised $1 million.



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