Word: macfadden
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Editor-in-chief of Liberty and adviser to many another of the lucrative, mass-appealing, Macfadden Magazines* is a remarkable character named Charles Fulton Oursler. A former law clerk and Baltimore reporter, Mr. Oursler has written a successful melodrama (The Spider), a number of novels, a series of detective stories, and a book on travel and religion called A Skeptic in the Holy Land. Mr. Oursler is a capable prestidigitator and, say some, an expert ventriloquist. Tweed-coated, narrow-chinned, high of brow, Mr. Oursler has a vaguely ministerial appearance. This facile and versatile literary man does his writing...
...Review's inside back cover, a standing feature was "Lady Houston's Cold Cure," for she, like America's Bernarr Macfadden, fancied herself as a health authority. A stern course of nostrums beloved by Britons (Gee's Cough Linctus, Langdale's Cinnamon, Byard's Oil), the cure was dedicated by its inventor to suffering mankind with this benediction: "If this remedy cures you, and I hope and believe it will, please report to me, and in payment let your fee be-just saying-God bless Lady Houston...
...More Than a Secretary" shows Jean Arthur in a rather futile effort to appear plain-looking as secretary to George Brent, who, as a sort of streamlined Bernarr MacFadden, publishes a health magazine. Mr. Brent is kept in condition by his Brooklyn masseur, Lionel Stander, who reaches new heights as a comedian in this production...
Captions under these pictorial features were written with an elementary terseness not unlike the style of the late great Arthur Brisbane (TIME, Jan. 4). Resulting journalistic tone throughout Look was reminiscent of the Hearst Sunday supplements, also of Bernarr Macfadden's dizzy, long-dead tabloid New York Evening Graphic...
Neither Hearst nor Macfadden was responsible for Look, but two young men of Iowa. Aided & abetted by his brother John, 33-year-old Gardner ("Mike") Cowles Jr. of the Des Moines Register and Tribune and Minneapolis Star had long been a publisher who knew how to put pictures together so well that he found it profitable to syndicate his layouts to other publishers. No magazine man. when Mike Cowles was smitten with the idea for Look, he talked it over with his Des Moines friend & neighbor Fred Bohen, president of Better Homes & Gardens and Successful Farming. Fred Bohen...