Archive for September, 2020

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Men’s Lifestyle Magazines 1953… The Magazines And I, A Serialized Book. Chapter Five, Part One

September 18, 2020

Chapter Five, Part One

Men’s Lifestyle Magazines … is the fifth chapter from the serialized book I am writing on the magazines of 1953, specifically March 1953, the month I was born.  This is chapter five, part one.  Feel free to back track for chapters one, two, and three in previous blogs.  Enjoy.

In 1951, Hugh Hefner landed a job as a copywriter at Esquire; this was two years before he launched Playboy. The first issue of Playboy was launched in December 1953. It was 44 pages and had a 50 cent cover price. Esquire was being published at that time for the same cover price, but was over large-size 280 pages. When Hef started Playboy,  many believe he used Esquire as a planogram of what a men’s magazine should be, because in 1953 Esquire also had nudity, including a centerfold that they called “Esquire’s Lady Fair,” and was first launched in the March 1953 issue. So, in actuality, there wasn’t anything too original in Playboy when it first hit newsstands.

Now, while this chapter is certainly not just about Hef and two of the most influential men’s magazines around in 1950s, namely Esquire and Playboy, it is about the development of American men’s magazines during that timeframe. It’s about true adventure, grit, masculinity, bodybuilding, virility and ultimately, the journalistic foundation for today’s sophisticated men’s titles. It’s all about what made a man a man in 1953 (according to the content gurus of that era), and it’s about the challenges many titles faced when trying to change some of those cultural constrictions of masculinity of that decade.

The men’s magazines of 1953 were both cutting edge and deliberately predictable. There were the familiar culprits, such as the Great Outdoors, the beautiful women, and the adventure stories, but there were also magazines like Gentry,founded by William C. Segal; it was a forward-thinking, eclectic style bible, where readers would be as likely to read an article on the manufacturing of Scottish tweed as one on the architecture of the American ranch house.

So without further ado, let’s take a look…

ARGOSY

Argosy magazine began as a pulp title way back in 1882. In fact, it is credited with being the first American pulp magazine. It actually began as a children’s weekly story–paper entitled The Golden Argosy. Right before the Second World War, the magazine was considered one of the Big Four pulp magazines, along with Blue Book, Adventure and Short Stories. In December 1888 the title was changed to The Argosy.

In 1920, the magazine merged with publisher Frank Munsey’s The All-Story Magazine, resulting in a new title, Argosy All-Story Weekly. By November 1941 the magazine had switched to a biweekly publication, then became monthly in 1942.

In 1943, the magazine switched from pulp to slick paper and took a step back from its all-fiction content, expanding the idea that Argosy was becoming more and more a “men’s magazine.” Soon it became associated with the men’s adventure genre of that time. While not particularly successful, Argosy began running a new true crime column, “Court of Last Resort” in the late 1940s and 1950s and saw a substantial boost in sales.  The final issue of the original magazine was published in November 1978.

The March 1953 issue of Argosy with the tagline “The Complete Man’s Magazine” has a cover image that would have been many men’s dream getaway: pipe in-mouth, fishing pole in hand, a lone gentleman standing knee-deep in the crystal clear waters of some mountain lake, complete with waterfall behind him. This issue featured four fiction pieces, several articles, and the all-important “Court of Last Resort” offering. The departments were all about the male psyche: “Men’s Books,” “Hunting and Fishing,” “Records for Men,” and many others.

Harry Steeger was the publisher and his commentary in the beginning of the issue was entitled: “Great Hunting – Rocky Mountain Style.” The advertisements in the magazine matched the overall outdoorsy feel: ammunition, fishing lures, and the smooth taste of a good whiskey. It was definitely a magazine that exuded a certain kind of testosterone.

BLUEBOOK

Women’s service journalism  had Redbook, the men of March 1953 had Bluebook. Bluebook ran 70 years under many different titles and in fact was a brother to The Red Book Magazine and The Green Book Magazine. It was published from 1905 to 1975. At first, the magazine was aimed at both male and female readers, but eventually the title became a men’s adventure magazine, publishing purportedly true stories. The magazine was named “King of the Pulps” in the 1930s and some notables in the industry have said that between the 1910s and the 1950s Blue Book achieved and sustained a level of excellence reached by few other magazines.

The March 1953 issue had a gentleman who appeared to be dressed for the desert on the cover with a very ominous look alive in his eyes. He had a cigarette poised to hit his lips and held a shiny-barreled gun of some kind in his hand and was staring menacingly off to the side. Be he a good guy or a bad guy, he was certainly an illustration that grabbed attention.

The content was filled with short stories, articles such as “How To Make a Million Dollars” and even excerpts from adventure novels. Bluebook’s tagline in March 1953 was “Adventure In Fact And Fiction.” Maybe it was up to the reader to decide one from the other.

CLIMAX

Climax was a men’s high adventure magazine that was published by Macfadden Publications, which was owned by Pulp and physical fitness pioneer Bernarr Macfadden. The magazine also featured some of the best cover illustration art ever made. War stories – both fiction and non-fiction – were a common feature in men’s adventure magazines, as were advice and expose stories and news features specifically geared for veterans and active duty serviceman.

The March 1953 issue of Climax was its premier issue, Vol. 1, No. 1. The cover was an illustration of a mercenary type, complete with drapes of bullets banded across his chest and a cigarette hanging out of his mouth. The cover lines were stories such as “Chain Gang for the Klan!,” “I Hitchhiked Around the World,” and “Time Check for Control.” The magazine’s content had fiction, crime, war, a department called “For the G.I.,” and other articles and shorter fiction following the same wildly machismo-type stories.

Climax added another facet of “True Adventure” and hardcore action to the men’s magazines of March 1953. And the genre welcomed it.

COUNTRY GENTLEMAN

The Country Gentleman was an American agricultural magazine founded in 1852 in Albany, New York, by Luther Tucker. Tucker also started Genesee Farmer in 1831, which merged with The Cultivator, and was then merged into The Country Gentleman. When the magazine was sold in 1911 to Curtis Publishing, the title began to focus on the business side of farming, which was mostly ignored by the agricultural magazines of the time.

By 1955, The Country Gentleman was the second most popular agricultural magazine in the U.S., with a circulation of 2,870,380. The same year it was purchased by, and merged into, Farm Journal, an agricultural magazine with a slightly larger circulation.

The March 1953 issue was filled with everything a farmer of that era needed to know. The cover was alive with black cows all-in-a-row, farmers considering those bovine, and a red brick barn in the background. Inside were the magazine’s regular features, such as “Country Gentleman Salutes,” “Letters,” “Today,” and other topics of interest.

There were general articles: “Better Stick With Those Beef Cows,” “Triple Your Pasture Yields,” and “Cheap Way To Banish Mud Roads,” among others, one story of fiction and many other items of interest.  Weed control was broached and the advertisements were endemic to the content: tractors, lawn mowers, and cigarettes. We all know it was healthier to smoke in the ‘50s, at least according to the ads.

The Country Gentleman was a magazine that did its job. It handled the everyday life of the agricultural farmer and offered him advice, solutions, and education about new farm implements or anything that was innovative at that time for the land.

To be continued…

 

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The Magazines And I. Women’s Service Journalism Magazines. Chapter Four, Part Three.

September 11, 2020

Chapter Four, Part Three

Women’s Service Journalism Magazines … is the fourth chapter from the book I am writing on the magazines of 1953, specifically March 1953, the month I was born.  This is chapter four, part three.  Feel free to back track for chapters one, two, and three in previous blogs.  Enjoy.

OTHER WOMEN’S SERVICE MAGAZINES OF MARCH 1953

The Seven Sisters weren’t the only women’s magazines out there in March 1953 serving the women of the nation. There were titles such as Everywoman’s and Today’s Woman; The American Magazine and Better Living; Cosmopolitan and Mademoiselle; and Woman’s Home Companion. Let’s look at these great titles individually.

BETTER LIVING

In 1951, McCall Corporation began publishing Better Living magazine. The 100-page monthly magazine sold for five cents, and was distributed through stores that were members of the Super Market Institute. It ceased publication in 1956. The magazine was filled with recipes, tips on child care, fashion and beauty and many other topics of interest for women.

The March 1953 cover was of two adorable kittens staring into the camera lovingly. The magazine served its audience that month with articles such as breakfast pep-ups, better homework from your child and short stories that offered engaging fiction, as well as tips on what to do before you buy a house.

COSMOPOLITAN

Cosmopolitan is of course still being published today. The magazine began as The Cosmopolitan and was first published in March 1886. It began as a family magazine and was later transitioned into a literary title, only to become a women’s magazine in 1965 when the infamous Helen Gurley Brown became its editor in chief. Today, the magazine is known for its sexually explicit cover lines and bikini-clad cover models.

The March 1953 issue’s cover was a bit more sedate in style. Then Broadway actress Vanessa Brown graced the cover in a red velvet dress and very extravagant jewels, complete with formal elbow-length white gloves. The cover lines then were also more placid, such as “Queen Elizabeth’s Man,” “Are Modern Mothers Misled,” and “A World-Famous Art Collection.”

The masthead of the March 1953 issue had John J. O’Connell as editor and service articles like “What’s New In Medicine” and “The Cosmopolitan Look.” The magazine has certainly evolved with the times, but the vintage issue from March 1953 shows a definite class and style that stands out greatly.

EVERYWOMAN’S

With the tagline: The Woman’s Guide to Better Living, Everywoman’s was a monthly magazine published by Everywoman’s Magazine, Inc. starting in the 1940s. The magazine was eventually absorbed by Family Circle in 1958, which then published it as Everywoman’s Family Circle through 1962 before reverting to its original name.

The March 1953 issue had an endearing cover of a baby glancing out at you with one blue eye, the other being covered up by his arm. Inside the covers was articles on food, fashion, homemaking and of course, the wonderful fiction the era was known for. Regular features were also prevalent, from “Everywoman’s Woman” to “Where’s That Pot of Gold.”

MADEMOISELLE

Mademoiselle was first published in 1935 by the New York publisher Street & Smith. It was eventually acquired by Condé Nast Publications. Mademoiselle was known as a fashion magazine and for publishing short stories by famous authors like Truman Capote and William Faulkner, among many others. The August 1961 “college issue” of Mademoiselle included a photo of UCLA senior class president Willette Murphy, who did not realize she was making history as the first African American model to appear in a mainstream fashion magazine.

In the 1960s, the magazine focused on making itself more aimed at the “smart young woman.” The magazine ceased publication in November 2001.

The March 1953 issue had a very smartly-dressed model for her era on the cover standing in front of a typewriter. The dress she is wearing is a box-pleated shirtdress, tailored and simply cut. It’s a very arresting cover. The articles inside are quite hefty on fashion and health and beauty. But there is fiction, jobs and futures, and a section known as the “College Board.”

THE AMERICAN MAGAZINE

The American Magazine was a periodical that was founded in June 1906. The magazine’s original title was Frank Leslie’s Popular Monthly and actually began publication in 1876. It was renamed Leslie’s Monthly Magazine in 1904, and then was renamed again as Leslie’s Magazine in 1905. It became The American Magazine in June 1906 when journalists Ray Stannard Baker, Lincoln Steffens and Ida M. Tarbell left McClure’s to help create it. The magazine focused on human interest stories, social issues and fiction. It folded in 1956.

The March 1953 issue was chocked full of women’s interest stories, such as “Should You Marry Your Soldier – Or Wait?” and “The Matchmaker.” The cover is hilarious as a seemingly naked man sits in the tub beneath dripping nylons and other female unmentionables, all entirely drawn in cartoon fashion, of course. There’s romance stories, novels, and articles that inspire and inform. A great magazine, gone but not forgotten.

TODAY’S WOMAN

Today’s Woman, with the tagline “For Young Wives,” was published by Fawcett Publications and became only one of many in the company’s hoard of successful titles. Fawcett published magazines such as Family Circle, Hollywood, Motion Picture, Movie Story, and many, many others.

The magazine provided helpful information for young wives when it came to their children, their homes and according to one article in the March 1953 issue, their very own worth: “Your Cash Value As A Wife.” That month’s cover was of a lovely two-story red painted home with a manicured lawn and the cover line “A Real Fun Story,” with a top cover line that read “Boy or Girl? How Your Doctor Can Tell Before Birth.” No sonograms in those days.

WOMAN’S HOME COMPANION

Woman’s Home Companion was published from 1873 to 1957. The magazine became highly successful and had a circulation of more than four million during the 1930s and 1940s. The magazine went through editor and editorial changes over the years, giving into some influence of the muckraking journalism of the times, but pushing toward becoming more of a general interest magazine. Eventually, there was coverage of art and music, architecture, books in addition to the regular departments dealing with fashion and the home. The Woman’s Home Companion came to an end January 1957, shortly after the first 1957 issues were distributed, owned then by Crowell-Collier Publishing, the same people who published Collier’s.

The March 1953 issue had a very bright-eyed model with a stylish-for-the-times hairdo above the cover line: “Try Our New Hairdos.” The other cover lines were a mixture of celebrity: “Gracie Allen’s Own Gay Story, Inside Me” and “Can Love Survive Mixed Religion in Marriage?”

The content went from fashion to home service. And the fiction was aimed at women and romance. The  magazine was oversized and definitely made its presence known.

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Women’s service magazines were and still are an important part of magazine publishing and always will be. They provide relevant and useful information that never goes out of style.

Next up, in Chapter Five, we’ll be looking at the men’s magazines of March 1953. Some may surprise you!

 

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Anxiety Empire – A New British Title That Shines A Light On Mental Health As Sometimes Only A Magazine Can…

September 8, 2020

A Mr. Magazine™ Musing

A Mr. Magazine™ Musing…

Magazines  have always been reflectors of society. Their role as mediator and advocate for important issues of the day is evident by many of the tried and true brands that have been around for decades and by many of  the new titles that are being brought into the world today. Such as a new British title called Anxiety Empire.

Anxiety Empire was birthed into existence using Kickstarter to raise the funds needed to publish the magazine, and in unheard approach to a business model is offered to the public free of charge, although there is no advertising in the magazine to foot the bill. It explores mental health as not just an individual issue, but as an issue of society and how we live our lives, and thus believes that the magazine should be available to its audience free of charge.

The founder, creative director and editor in chief, Zoë Hough, writes in the inaugural edition of the new print magazine:

“When I started the Instagram account @anxietyempire in late 2017, I did so because – after working in a job which felt pretty damaging to my own mental health – I felt there was a need for more discussion around mental health in the workplace. But work is of course only one system of society which has a big impact on our mental health, and I found myself wanting to explore these systems in depth, which is how the idea for this print magazine came about; to look at macro systems of society and explore the impact they have on the mental health of us as individuals.”

Anxiety Empire is more of a project for its creator and was made free to the public – because the powers-that-be at the magazine believe that mental health resources should be accessible for all. As Hough added in the introduction to the first issue: “We all have mental health.”

Indeed.

The inaugural issue examines the world of media and its effect on mental health. Issue 02 will explore the ways in which the education system impacts our mental health. Exploring the many facets of society in regards to the impact each macro system has on our psyches and emotional reactions  is an avenue well worth exploring.

Anxiety Empire  truly offers what a magazine does best: informs, educates and inspires. This new magazine is something that will provide all of those things to people about a subject that has been taboo for generations, but is finally beginning to come to light using reason, education and compassion. Anxiety Empire deserves a special mention as it strives to provide a connection that sometimes only a magazine can: a deep, personal curiosity and caring that brings people together.  And remember if it is not ink on paper it is not a magazine.

And in today’s uncertain world that is something worth noting.

Until next time,

Mr. Magazine™

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The Magazines And I: Women’s Service Journalism Magazines. Chapter Four, Part Two.

September 4, 2020

Chapter fFour, Part Two

Women’s Service Journalism Magazines … is the fourth chapter from the book I am writing on the magazines of 1953, specifically March 1953, the month I was born.  This is chapter four, part two.  Feel free to back track for chapters one, two, and three in previous blogs.  Enjoy.

LADIES’ HOME JOURNAL

Ladies’ Home Journal was first published on February 16, 1883 as The Ladies’ Home Journal. The magazine’s publisher, Cyrus H.K. Curtis, developed the magazine from a popular supplement that was originally started in the magazine Tribune and Farmer. The supplement was at that time called Women at Home and Curtis’s wife, Louisa Knapp Curtis wrote it. Once it became an independent magazine itself, Louisa became editor for the first six years of its existence. The title was The Ladies Home Journal and Practical Housekeeper, but the last three words were eliminated in 1886. It reached a circulation of more than one million copies by 1903, and became the first magazine to do so.

Curtis publishing sold the magazine to Downe Communications in 1968 and eventually Meredith Corporation bought it from its “then” owner Family Media, as it was sold two more times after the Curtis family sold it. When it began to lose circulation in the late 20th century, Meredith announced it would no longer be a monthly, so it became a quarterly “special interest” title available only on newsstands. Its last issue was published in 2016.

The March 1953 title, with the tagline “The Magazine Women Believe In,” was an oversized morsel of entertaining fiction stories and special features that consisted of: “Before One God; The Old Bible and the New; Youth Accepts Responsibility; along with many more. The cover was of a beautiful baby that wore pastels in contrast to the striped blanket in leaned against.

MCCALL’S

McCall’s Magazine was first created as a small format title that was originally called The Queen in 1873. By 1897, the magazine was retitled McCall’s Magazine – The Queen of Fashion, and then eventually shortened to McCall’s. As one of the Seven Sisters, McCall’s grew into a large format glossy title that boasted a column by Eleanor Roosevelt from June 1949 until her death in November 1962, among many other notable authors.

For years, the Betsy McCall paper doll was printed in most issues of the magazine and became so popular that the regular feature was eventually made into a vinyl, 14” doll that children could hold and play with. Magazines are good at creating iconic figures.

The March 1953 cover featured a beautiful model wearing the latest in Easter hats, with an entire article about Easter frocks and their accessories. McCall’s brought women a view of what the women of the day were wearing when it came to holiday attire. The meat of the content inside the magazine was filled with short stories and serious articles, along with whimsical, fun things like “How Much Does Your Husband Annoy you?”  McCall’s was a member of the Seven Sisters proudly, also serving women with household tips and recipes.

REDBOOK

In May 1903, The Red Book Illustrated was first published by a firm of Chicago retail merchants. The name was quickly changed to The Red Book Magazine. The McCall Corporation bought the title in the summer of 1929 and it became known as simply Redbook. In 1937, circulation hit one million and the magazine had amazing success until the late 1940s when television began to rise and the magazine began to lose touch with its demographic.

Longtime editor, Edwin Balmer, was replaced during that time and Wade Hampton Nichols, who had edited various movie magazines, took over and decided to focus on young adults between the ages of 18 and 34. By 1950, circulation reached two million and the cover price was upped to 35 cents.

Despite the early success of Redbook, as the years went by the audience changed and so did the magazine’s editors. By the 1980s,  the covers became more celebrity-oriented and the content based on more fitness, exercise and nutrition. Its last owner, Hearst Corporation, ceased publication of Redbook in 2018.

The March 1953 cover was also celebrity-oriented, however, with the inimitable Marilyn Monroe on its cover. The issue celebrated Redbook’s 14th Annual Movie Award and displayed Monroe on March’s cover as the best young box-office personality.

Other content included a book-length novel called “Triangle of Chance” by Joseph Laurence Marx, short stories and many articles and features, such as “How To Bring Up Parents,” “Are Mother’s Necessary,” and many others. The departments in Redbook were fan favorites; from “Picture of the Month” to “Fashions” and “Television,” Redbook served its audience from every angle.

WOMAN’S DAY

Woman’s Day is one of the Seven Sisters that’s still being published today. The magazine was started in 1931 by The Great Atlantic & Pacific Tea Company (better known as A&P – the grocery chain); the current publisher is Hearst Corporation. The U.S. edition was originally a free in-store menu/recipe planner which gave customers incentive to buy more by giving them meal ideas within its pages. A&P expanded Woman’s Day in 1937, featuring articles on childcare, crafts, food preparation and cooking, home decoration, needlework and health.

Sold exclusively in A&P stores, Woman’s Day had a circulation of 3,000,000 by 1944. The magazine had reached 4,000,000 by the time A&P sold the magazine to Fawcett Publications in 1958. By 1965, Woman’s Day had climbed to a circulation of 6,500,000. In 1988, Woman’s Day was acquired by Hachette Filipacchi Media. Hearst Magazines bought the Hachette magazines in the US in 2011.

The March 1953 cover had a very photogenic child, complete with Easter bonnet on its cover, smiling naturally into the photographer’s lens.  And for a magazine that is strictly sold on the newsstands, it is good to note that the cover of  Woman’s Day had no cover lines (a must these days for newsstand titles) what so ever. Stories inside included fiction and articles on needlework, home workshop projects, fashion, food and regular monthly features, such as “News and Gossip,” and “The How To Section.”

While the Woman’s Day of today and yesterday have a few things in common, such as a Bible verse, great recipes and home projects, the 21st century is very present with stories on virtual games you can play and TikTok dances used to spread joy. But as it did in yesteryears, Woman’s Day is still serving its readers with relevant information and inspiring stories.

To be continued…

 

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