O.K., Mark Willes Cut Costs. Now Can He Sell Newspapers?

Having put Times Mirror into fighting trim, Willes aims to jazz up marketing

Mark H. Willes smiles faintly at the memory of his first months at Times Mirror Co., when his cost-slashing won the onetime General Mills Inc. vice-chairman the epithets "cereal killer" and "Captain Crunch." "It didn't bother me," Times Mirror's chairman and CEO says coolly.

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