Word: formations
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Dates: during 1940-1949
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Oldtime readers of the New Republic raised their eyebrows. For the first time in its 31 years, the opinionated weekly journal of opinion had daubed make-up on its sallow, paper-towel complexion, political cartoons on its restyled cover. Inside, it had jazzed up its austere format like a C.I.O. house organ, had even started a chummy column of office gossip. Recently it stepped farther out of character to buy radio commercials, brazenly courting a mass audience...
Competition had been strong for the struggling paper. One editor admitted in later life that they "couldn't hope to compete with the Advocate in sports coverage." The daily Echo mushroomed in 1879, and the Daily Herald appeared on a four-page 14 by 11 format...
Having hidden behind a woman's skirt since August, 1943,--it merged with the Pembroke Record seven months after suspending publication in January of that year--the Dally Herald is back in its old ten-point format. But while it calls itself "Dally," it appears only once a week...
Ebony, which imitates LIFE'S format, has an adless first printing of 50,000 copies. On its editor's theory that "most white magazines deal with Negroes as second-class citizens or freaks," Ebony wants to show how normal they are. Most of its heroes live in a happy world of ready cash: Eddie Anderson, whose subservient role as Jack Benny's valet RoChester is anathema to most of the Negro press, is to Ebony just a big success who has a home "like the Taj Mahals of other movie stars...
With these, Publisher Grammer has emerged as something of a teenagers' Condá Nast. Pic's new format may do as much for him in the young men's field...