Word: stilles
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Dates: during 1930-1939
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Many a youth last week had never heard of St. Nicholas, many a grown-up had forgotten it still existed. But alive it was, though senescent. Last week St. Nicholas, 66 years old, withdrew its foot from the grave, took a new lease on life, and went on sale exclusively in 112 F. W. Woolworth stores as a picture magazine for elementary grade-school children...
...Sons, then taken over by the Century Co., St. Nicholas began to decline after World War I as children turned to movies, radio, comic strips, and children's tastes grew steadily more sophisticated. To hold its market St. Nicholas lowered its age appeal year by year. Still circulation dropped: from a onetime high of around 100,000 it was down to less than 25,000 last year...
Seven Tower magazines (devoted to movies and radio, home and children, love and mystery) had shared a total circulation of some 900,000 copies before a Federal Grand Jury indicted Publisher Catherine McNelis for using the mails to defraud. (Case is still pending.) One of the best had been Tiny Tower for children, with around 150,000 readers...
...Heaviest instalment buying was in biggish cities; small cities have less, metropolises like New York and Chicago (where fewer families own automobiles) still less. Farm families did least instalment buying...
While the Plan's anonymous financial angels thus have reason to rejoice, mere appointments are not sufficient to insure the Plan's success. In the undergraduate mind the Plan is still associated with the notion of "study" which the Bliss examinations represented. Although these have happily been abolished in favor of short essays for the same appealing prizes, it remains for the Chairman and the counselors to "sell" Harvard on the American Civilization idea...