After Mencken and Nathan both declined the offer of editorship, Thayer assumed the position of editor-in-chief and appointed the magazine's Associate Editor, Norman Boyer, as Managing Editor. An expert in advertising, Thayer added a slogan to the magazine's subtitle, stating that "Its Prime Purpose is to Provide Lively Entertainment for Minds That Are Not Primitive." The new slogan was unsuccessful in restoring the magazine's reputation and popularity, but in 1912 a younger, more rebellious audience began reading "The Smart Set" for that very reason. To accommodate this new demographic, Thayer, at the recommendation of Mencken, handed over the editorship to Willard Huntington Wright in 1913. Wright was a Harvard graduate and had served as the literary editor of "The Los Angeles Times". Wright outlined the magazine's new editorial direction in the next month's issue: