Word: digestibility
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Dates: during 1940-1949
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...left it to publishers to decide how to reduce. Some, like The Nation, will use lighter weight paper. Reader's Digest, with a circulation over 9,000,000, will have to reduce its circulation, perhaps to as low as 7,000,000, by sending fewer copies to newsstands. FORTUNE had already announced a reduction in its page size effective with its March issue. TIME and LIFE, before the limitation was established, had of their own accord already established limits on the amount of advertising they would accept, and other magazines may now follow. Harper's Bazaar announced...
...changing rapidly-some up, some down. But this took care of only part of the changes. Magazines whose circulation dropped 25% during 1942 may find themselves with paper quotas for 100% of all they want for 1943, and those whose circulations gained rapidly (prime example: the Reader's Digest, up approximately 3,000,000 since early 1942) may have less than 80% of what they now need. Helped most will be radio, where advertising sales are immune to paper limitation...
...cross between a tabloid and a magazine, came out during the strike. PM did not capitalize on the situation by turning itself into a real newspaper, but succeeded in quadrupling its 150,000 circulation by being the only paper on most stands and offering a pro forma digest of the other papers' chief comics and columns. (Sample: "Westbrook Pegler: He's still yammering about 'union racketeers'; George Sokolsky: He's not worth quoting either.") The city was forced to depend for most of its news on radio stations, which expanded newscasts and quoted from comics...
Already the season's most controversial play, Thornton Wilder's cockeyed The Skin of Our Teeth (TIME, Nov. 30) last week started a louder controversy concerning its source. In the Saturday Review of Literature Sarah Lawrence College's Joseph Campbell and Reader's Digest Editor Henry Morton Robinson blasted Wilder's account of the human race as "an Americanized recreation, thinly disguised, of James Joyce's Finnegans Wake...
...Omnibook magazine, for example, runs about one-quarter of original volumes, Reader's Digest slightly less...