Some settling may have occurred, however, on the other side of the balance sheet. While dumping costly journalistic extras like reporters and news sections, Willes has also offered helpful suggestions for increasing revenues. One big priority: boosting circulation. Speaking to a reporter from The Wall Street Journal, the broadsheet salesman explained his approach to getting the untapped female demographic to part with its quarters by making the paper "more emotional, more personal, less analytical." A Willes proposal offered along the same lines, a special gals-only section, died following protests from the newsroom - but not before Times reporters leaked, to the crosstown New Times, the information that the proposed section had been tentatively titled Gee! Among the pieces brainstormed for the special section, the leakers added, was a graphic explaining the right way to fold a sheet. A similarly visionary proposal for a Latino-only section met a similar fate (reports that Willes had proposed Quien es mas macho? as the section's title later proved false). Describing the free-prize-in-every-box ideas, an unnamed Times editor called Willes "the Jerry Ford of publishers." She was being far too kind: Ford was harmless. Is anyone out there really unclear about why the once-solid Times Sunday magazine is looking more like Redbook with every issue?