Word: butterick
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Sirs: The dogmatism of Bernard Baruch (TIME, June 28) on the proposition that two plus two equals four reminds me of the late dynamic Thomas Balmer. . . . When he was Western representative of the Butterick Publishing Co. (Delineator), 40 years ago, and I was a budding young advertising man from Honolulu, he took me to lunch in Chicago. While waiting for the English mutton chops at St. Hubert's Inn, he popped the question, "How many are two and two?" I baruchly gave the answer, "Four, of course." "Young man." he sternly corrected, "you will never succeed in advertising until...
Publisher Hearst took it over from its printer and paper company in 1934, in a deal which presumably permitted him to ignore its back debts unless it made money. In 1937 he got Butterick Co.'s 68-year-old Delineator the same way, rolled the two magazines into one. But admen last year bought only slightly more than two-thirds as much Pictorial lineage...
...stockholders this week, Delineator was to be liquidated, its readership swallowed by Pictorial Review, to give that Hearst property a whacking monthly circulation of over 3,000,000.* April issue now in the hands of the printers will be the last of Delineator as such. The pattern service of Butterick Co., Delineator's publishing parent, will continue separately. No other Delineator department will survive...
...when Theodore Dreiser was editor of all three Butterick magazines (Delineator, Designer, Woman's Magazine), it was decided to publish a "pulp" for intelligent readers. Adventure started as a monthly, was later issued three times a month, became a fortnightly in 1926. is now again a monthly. Longtime (1911-27) editor was Arthur Sullivant Hoffman, a Phi Beta Kappa from Ohio who boosted circulation to nearly 300,000 (now: 100,000), built up a unique and loyal following which included many a lawyer, statesman, physician, college professor...
Year ago Butterick Company sold Adventure to Popular Publications (Dime Detectives, Dime Sports, Horror Stones), one of the better companies which serve 10,000,000 U. S. readers with 100,000,000 words of pulp fiction per year (TIME, Sept. 16). Last week Adventure's Publisher Henry Steegar and Editor Howard Bloomfield had an adventure of their own. Off Massachusetts their 49-ft. schooner-yacht Mariana was picked up by a gale, hurled through a granite breakwater, beached by raging seas close to Plymouth Rock...