Word: journalism
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Dates: during 1940-1949
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Anonymity Is Out. The two chief reasons for the Journal's huge success are both named Gould. They appear on the masthead in 12-point type as "Bruce Gould and Beatrice Blackmar Gould, Editors." They are far better known to the public than most of the editing confraternity, because of such journalistic didos as cozy "interviews" with notables like Eleanor Roosevelt and Harold Stassen, which were actually written by Gretta Palmer and J. C. Furnas, respectively...
Theatre Guild play of 1929, Man's Estate, which for a time paid them $1,000 a week; Bruce Gould was already working on Curtis Publishing Co.'s Saturday Evening Post when shrewd George Horace Lorimer sent the Goulds to the Journal in 1935. As Beatrice was bringing up their daughter Sesaly, she insisted on spending only three days a week at the office-and still does...
...When we went to the Journal" says Beatrice Gould, "every women's magazine was in the same narrow rut. There was still a feeling that women's interests were confined to the home." It was a feeling the Goulds did not share. They set out to blast the Journal (then 10? a copy, with a circulation...
...most famous Gould stunt has been the eight-year-old How America Lives series, in which the Journal not only reports on "typical" families in vast detail, but also fixes up their kitchens, their budgets (which never mention anything spent for liquor) or their personalities-whichever is in worst repair. They like to say that their readers are a jump ahead of them; the fact is that the Journal is out to educate women just as fast as it can, while rattling many a social skeleton in public...
...past year the Journal ran the Stimson memoirs, the Stilwell diary, the Robert Capa-John Steinbeck Russian essay, a presidential series by Roger Butterfield, articles on bad housing, "The Alcoholic and His Women," and "Why Do Women Cry." By male tastes (which do not matter to the Journal), its "problem" fiction is below the standard of its articles -but it is not for want of hunting for new authors or problems. The Journal took twelve first stories (at a minimum of $750) by budding writers. Its fiction, food and architecture displays are decorated with wide-open, four-color layouts that...