Word: coronets
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Dates: during 1930-1939
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...miss they did. In October 1936, they started Coronet, a pocket-sized monthly which now sells about 150,000 copies a month. In April 1938, Messrs. Smart, Gingrich and Weintraub tried again with Ken, and Ken folded last month (TIME, July 10). Meanwhile, Esquire was having its own troubles. By last June its advertising guarantee had been cut to 450,000 and Esquire had trouble meeting that. Dave Smart and his brother Alfred had sold $1,400,000 of their stock and the stock had dropped from $16 to $4 a share...
Last week Dave Smart did two things to boost the sales of his magazines: 1) he cut the price of Coronet from 35? to 25?, effective with the September issue; 2) he bought, for a reputed $11,000, the 80,000 circulation of Scribner's Magazine, which suspended publication last May (TIME...
Other publishers did not follow suit. Said David Smart of Esquire, Ken and Coronet: "We're cooperating 100%." Similar reassurance came from the Crowell group (Collier's, American Magazine, Woman's Home Companion, Country Home), TIME Inc., Forum and Scribner...
...Overland Express (Coronet-Columbia). One April day 78 years ago two crack horsemen set out lickety-split, one from Sacramento, Calif., the other from St. Joseph, Mo., to inaugurate the Pony Express and start a legend that is still galloping. Last week, while towns along the oldtime route were restoring some of the legendary landmarks, cinema's hardest-riding Western star, resolute, weather-beaten Buck Jones, was blazing the trail again for the younger generation. Pledged to abstain from profanity and hard liquor, Buck and his heck-for-leather pony riders yippee forth on their foam-flecked ponies, carry...
...CROOKED CORONET-Michael Arlen-Doubleday, Doran ($2.50). Since the resounding splash of The Green Hat (1924) seven books have dropped more or less silently from Author Aden's pen. There is no reason why his latest should cause more of a splash than its predecessors. A collection of connected short stories (whimsically called "legends"), it describes a housemaid's dream of gilded ladies and ornate gentlemen, pursuing, amid the glint of diamonds and the smoke of fine cigars, their exquisitely sophisticated pleasures...