Word: ms
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Dates: during 1970-1979
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...Gloria Ms. of the Year. MICHAEL REARDON Billings, Mont...
...Titled Ms. after the movement's preferred form of female address (instead of Mrs. or Miss), the magazine will appear on its own in January with a special double issue and then lie dormant until late spring, when monthly publication is scheduled to start. Elizabeth Harris, 49, a former vice president of CRM, Inc. (Psychology Today, Intellectual Digest), will serve as publisher. Editor Steinem, 37, envisions Ms. as a nonsexist "how to" magazine "for the liberated female human being-not how to make jelly but how to seize control of your life...
Clubby Intensity. New York is giving a helping hand at the start primarily because Steinem and several of her writers are members of its own staff. Judging by the first issue, Ms. would seem to have a lot of New York's clubby, with intensity but not enough of its firecracker prose or provocative flair...
Gender Freedom. Ms. also contains a bristly, jargon-loaded attack on sexist child rearing by Author Letty Cottin Pogrebin (How to Make It in a Man's World). She roundly condemns "sex-stereotyped" toys, books, games and emotions (girls are "cuddled," boys "rough-housed") that reinforce "role rigidity" and inhibit "gender freedom." Pogrebin takes TV commercials particularly to task for imparting to children the dictum that ruggedness makes the man and prettiness the woman...
After its special January issue, which will cost $1.50, Ms. will sell for a dollar a copy, and its publishers hope to achieve a circulation of 250,000. Ads will have to be presented in a manner that, says the prospectus, "respects women's judgment and intelligence." Steinem promises to "refuse ads that are insulting," and has already ruled out vaginal deodorant promotions because she considers them "physically harmful." But ads for bras, which the movement supposedly regards as symbolic shackles, will be accepted. Explains Steinem: "It is a physiological question of whether or not you are comfortable wearing...