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Page 6 Response corroborated the actions. Gwaltney credited the early decisions for the newspaper's fairly immediate acceptance in terms of circulation and feedback from readers. Adding to the success was an initial ten-dollar subscription rate, quite inexpensive in comparison to specialized higher education journals and newsletters. That is not to say the newspaper ever shied away from controversy. Coverage of such topics as AIDS, gender-equity, and play-for-pay athletics was months, and in some cases years, ahead of the national media in its candor and explicitness.

Two months before the killings at Kent State Page 30 University, The Chronicle pointed out that the country had not a single Vietnam scholar who: 1. held a full professorship; 2. had substantial standing in his discipline; 3. had a language background in Vietnamese, French, and Chinese; 4. had conducted in-country field research; and, 5. had a body of published work dealing with Vietnam (Jones, 1970a, p. 1). Assistant editor William Hamilton Jones cited a variety of interrelated reasons for the dearth of Vietnamese scholars in the United States.

The response represented a high conversion rate for any publishing endeavor, but it was not substantial enough to meet Gwaltney's aggressively optimistic financial planning. With a great sense of trauma, he suspended publication of Books & Arts in early 1980 after less than six months, because the spinoff was losing money at the rate of $1 million a year. Ten staff members, including Ted Weidlein, were laid off, with Weidlein to return about six months later. Page 25 "We were just too dumb about the realities of general circulation publications," Gwaltney assessed the venture.

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