"The American magazine is a national institution. It is progressive. It never tires nor stands still. It commands the services and the energies of the greatest editors, writers, and illustrators of the day. It is a magnificent monument to American enterprise, American genius, and American skill. Every issue of such a magazine is a new creation, as wonderful as a new dawn, as splendid as a new sunrise." — J. Walter Thompson, founder of the advertising agency that still bears his name (or at least his initials), writing in Appleton's Magazine, 1908.
In 1935, David Smart, one of the founders of Esquire magazine, reportedly solved the age-old problem that advertisers almost always want right-hand pages. According to a contemporary newspaper account, Smart would produce magazines with only right-hand pages. "He will do it by printing every left-hand page upside down," the article explained. "It isn't clear whether the reader will be expected to turn the magazine upside down with every page, or read all the pages on the right straight through and then up-end the magazine and read straight back to the beginning."
Does anybody know if Esquire, or any other magazine, ever attempted this?
Dexter Masters, who became editor of the advertising trade magazine Tide at age 22, making him "something of a child prodigy among American editors," as his New York Times obit put it, died on this day (January 5) in 1989. Masters, a nephew of the poet Edgar Lee Masters, was also an early editor of Consumer Reports as well as a novelist.
It was on this day (December 14) in 1956 that two venerated magazines, Collier's and Woman's Home Companion, were killed at the same board meeting. Though each title had a circulation of more than 4 million, both were said to be unprofitable. Editorial staffers were reportedly notified that they'd lost their jobs by telegram.
The name of the once-mighty magazine Collier's was auctioned off yesterday for $2,000, according to a piece by Stuart Elliott in today's New York Times. (Technically, what the buyer got, according to Elliott, is a trademark application to use the name.) Collier's ceased publication in 1956.