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RAVE – A Magazine NOT For Idiots Or Advertising Either – A Mr. Magazine™ Blast From The Past, Circa April, 1953

July 18, 2019

You may have noticed lately that I am not as active on the blog as usual.  Two reasons for that, first, the summer break and second, working on two books, the first on how to launch a magazine and the second on the magazines of the 1950s.

RAVE was a magazine that showcased Hollywood stars, business tycoons, East Coast & West Coast, and occasionally people and places across the pond.  From gossip to facts, the magazine brought the reader up close and personal with celebrities and others who led interesting and provocative lives. And it did it all without advertising. In fact, the premiere issue’s editorial made it a point to draw attention to that, noting, “We would not accept an advertisement of any description even if it were offered to us on a gold platter. Therefore, our choice of stories and pictures will never be influenced by advertising agencies or the counsels of public relations. We’ll call ’em as we see ’em….”

The circulation-based business model has always been a part of the world of magazines, not just in contemporary times. Bringing the reader unbiased information, with no outside interest influences, has been an attractive and often lucrative way for some magazines to exist for generations. This proves, yet again, that there is nothing new under the sun. Magazines have generated controversy and revenue in many interesting ways, and will continue to do so for eons to come. And in Mr. Magazine’s™ world, that is a very good thing.

So, I hope that you enjoy this Mr. Magazine™ Blast From the Past …

RAVE magazine – April 1953

THIS MAGAZINE IS NOT FOR IDIOTS!

Nor is it for those who believe in dodging facts.

It is our intention to dedicate this publication to men and women of clear minds with a reasonably high I.Q. We do not solicit children – the seven-year old children or the seventy-year old children.

We are not afraid of calling a spade a spade. And we do not propose to make this magazine a medium for selling soap and cigarettes, lipstick and shaving cream, breakfast foods and vitamins-we will never be scared of “losing lucrative accounts.” We would not accept an advertisement of any description even if it were offered to us on a gold platter. Therefore, our choice of stories and pictures will never be influenced by advertising agencies or the counsels of public relations. We’ll call ’em as we see ’em….

We have little sense of reverence. In fact, it is our deep-rooted conviction that there is entirely too much reverence on this planet. Therefore, we will never bow to the high placed frauds or pay lip-service to the well-publicized mountebanks.

We will provide words and pictures to illustrate the ever-changing spectacle of life in these United States. Once in awhile we’ll talk of other countries, too. But our main pre-occupation will be with what is going on at home. Movie stars and big business tycoons, bedrooms and drawing rooms, artists and “bad actors,” prophets and liars, Washington and New York, Hollywood and Miami Beach – we’ll deal with all of them and all of it in our magazine. We hope to provide real information and real fun.

Our representatives will never ring your doorbell and beg for a subscription. If you like us, and want to become friends, you will either walk to the nearest newsstand and ask for a copy of RAVE – or, if you live too far away from a newsstand, you will fill in the coupon below, cut it out and enclose it in a stamped envelope (together with three dollars in cash, check, or money order) and mail it to us.

So, good luck-best wishes-and all that sort of thing. We will see you again in two months…when the second issue of Rave will be available at your favorite newsstand.

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