Word: formative
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Dates: during 1930-1939
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...sharp-faced, kinetic, onetime merchandising counsel, Dave Smart joined with William Hobart Weintraub (now Esquire's co-publisher) to provide the clothing industry with a trade journal, Apparel Arts, first issued in 1931. This slick imitation of FORTUNE'S format had so ready a success that Dave Smart dared to establish Esquire ("The Magazine for Men") in the depths of 1933 depression. Its hefty size, he-man articles, sexy cartoons and drawings of flashy men's fashions immediately found it a public favor never achieved by less flamboyant aspirants such as Vanity Fair. Despite its 50? price...
...carry" the Herald, which was distinctly a backstairs paper. Now the positions have been reversed: the Herald's prestige and its acceptance in the swankiest Massachusetts Avenue homes sell advertisers in the Times. Mrs. Patterson intends to make the Times her own mouthpiece, dress it in new format, give it her best writers, many of them women, and her pet features. She is no political ax-grinder, either for or against the New Deal, though personally she leans more toward the liberalism of her brother, Joe, than toward the Hearst policies. She is an old friend of Harold Ickes...
...Nation, which was editorially strong at 70 but financially feeble. Mr. Wertheim kept hands off The Nation's policy, which was shaped by Editor Freda Kirchwey and her colleagues, Joseph Wood Krutch and Max Lerner. Under the Foundation's patronage, The Nation treated itself to a new format, the cartoons of brilliant David Low. With pinko-liberalism rampant in the land, circulation began to soar...
...that he had missed the market that was waiting for a U. S. pictorial weekly. Last week he announced that he would give Midweek Pictorial not death, but a whiff of anesthetic. He would discontinue its publication until such time as he could "give it a new dress and format...
...Reader's Digest in your issue of Nov. 2, it might be of news interest to your readers to know that a complete issue of that periodical is published simultaneously in Braille by the American Printing House for the Blind in Louisville. There is very slight resemblance in format as the greater bulk necessitated by the embossed letters results in three volumes, each 13½ in. by 11 in. and over an inch thick, instead of the pocket-size edition for those who can see. Originally each issue was incorporated in one volume, but this style book...