Word: macfadden
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...failing newspaper die. But last week a paper which had gained consistently in circulation and advertising since its owners acquired it last year, was put out of existence. The paper was the Detroit tabloid Mirror which Publishers McCormick & Patterson of the Chicago Tribune had taken from Bernarr Macfadden in part payment for Liberty, and upon which they had spent money lavishly...
...Bernarr Macfadden's True Story, Publisher George T. Delacorte Jr. last year brought out My Story, withdrew it after a bitter squabble in which Macfadden threatened to undersell My Story with a new one to be called Your Story. Later Publisher Delacorte upset a Macfadden scheme to publish Hullabaloo in imitation of Delacorte's Ballyhoo. Few months ago Delacorte pilfered Macfadden's idea for a burlesque tabloid newspaper, Laugh Parade, beat him to the newsstand with a Nutty News. When Macfadden announced last fortnight a forthcoming magazine entitled Babies: Just Babies, with Mrs. Franklin Delano Roosevelt as editrix...
Besides insisting that he had no advance knowledge of his competitor's plans, Publisher Delacorte pointed to three prime differences between his magazine and Macfadden's: 1) Children's Magazine will be sold not on newsstands, but exclusively in Kresge and Kress chainstores (like his Modern Screen, Modern Romances); 2) it will not be edited by the wife of a famed politician but by "John Martin," editor of John Martin's Book ("The Child's Magazine"); 3) it will not be addressed to parents, with advice on infant-raising, but to readers aged 5 to 8. Explained Publisher Delacorte...
Assistant Editrix Dall is already spending part of every day in her Macfadden office. She functions as a "contact man" between the magazine and Editrix Roosevelt. While the new job is Mrs. Dall's editorial debut, Mrs. Roosevelt has had both editorial and writing experience. For four years she edited the Women's Democratic News. She has written articles on child welfare for most women's magazines. (She has five children, long experience as a teacher.) Her literary style is swift, simple, containing few commas. Sample: "I have no patience with people who try to give children books which they...
...Roosevelt-Macfadden association began last year when Governor Roosevelt engaged one Nannine Joseph, literary agent, to find a market for his writings. She found it in Liberty. Later when Publisher Macfadden decided to have a magazine about children, and thought up the title Babies: Just Babies, he invited Mrs. Roosevelt to edit it. The Macfadden press has millions of readers of precisely the type to which Nominee Roosevelt is addressing his candidacy. Should Mr. Roosevelt be elected President. Bernarr Macfadden might look forward to sitting in at White House councils on an equal footing with Mr. Roosevelt's other publishing...