Word: mccall
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When the publishers of McCall's talk about Depression they mean 1919 when "the wolf wasn't at McCall's door; it was 'way inside.'" Newsstand sales were around 20,000. Advertising for the year was only 209,000 lines. Into McCall Co. as president then came William Bishop Warner, now also chairman of American Woolen Co. One of his first acts was to lift the lid of the editorial budget. For the next twelve years McCall's zoomed. Its lineage last year was 7,718,000, sixth in rank...
While the wolf is now far from McCall's office in Manhattan's gilt-topped New York Central Building, the magazine has not been untouched by the 1930-32 slump. And President Warner has authorized the tactics which succeeded before: spending money on editorial revision. This week the result appeared in McCall's October issue...
Instead of being a hodge-podge of fiction, general articles, household hints and dress designs scattered without plan through pages of advertising, the new McCall's looks like three magazines bound as one. The first 30 pages are designated "News & Fiction." Therein are stories, reviews of cinema, music, radio, books, religion. Then the reader comes to a second cover in four colors, showing a detail of a table set for luncheon. This section is named "Homemaking." Fifty pages farther back a third color cover (woman at a dressing table) introduces "Style & Beauty." Advertisements are distributed to correspond. Every advertiser...
Besides the makeup. McCall's dress was altered throughout. Otis Lee Wiese, 26-year-old editor, called in as consultant Henry Dreyfuss, stage and industrial designer. They chose new and graceful headline types, experimented with buff panels, brown inks to relieve the black-&-white pages...
History. Everyone rightly associated Mnnsey's with the late Frank Andrews Munsey. Everyone knows McChire's was founded by Samuel Sidney McClure, although many are not aware that he is still alive, aged 75. Who was McCall? James McCall, Scottish tailor who arrived in the U. S. in the 1860's and started a pattern business, never knew there was a magazine named for him. In 1885 his company started publishing monthly an eight-page pamphlet of fashion notes, called The Queen. James McCall died that year. In 1891 the pamphlet was renamed The Queen of Fashion...