From My Vault Of Classic “New” Magazines – Real Needs And TIME. Part 1.

August 10, 2016
A Mr. Magazine™ Musing
Starting today, I am going to go ahead and open my classic “new” magazines’ vault and start reporting on some words of wisdom editors, publishers, marketers and circulation folks used to write to introduce their new magazines, their readers, and their advertisers.
Consider this an informative journey down memory lane, for there is much we can learn from these masters; things we can either repeat or avoid in today’s marketplace.

My first two magazines are Real Needs from 1916 and TIME from 1923. Enjoy.

Real NeedsReal Needs: A Magazine of Co-Ordination Vol. 1, Number 1, March 2016

Edited by Charles A. Lindbergh

Magazines are permanent

“The first number of this Magazine, though published in December, bears the date of March. That is because it is to be a permanent publication, and it will take until March to do the organizing.”

Magazines are real information providers

“As the Magazine is published mainly for the purpose of furnishing information that is usually kept from the public, and which should be known by everybody, I ask those who believe in the work to aid in giving it circulation. After reading a copy, unless you desire to preserve it, hand it to someone else to read.”

Magazine’s Ad/Ed ratio

“This magazine will be published in the form of a small book, suitable to carry in a coat side pocket… Only 16 pages can be allowed for advertising out of 192 pages in each issue, so better get the space early.

TIMETIME: The Weekly News-Magazine Vol. 1, No. 1 March 3, 1923

From the Masthead:

TIME, the Weekly News-Paper. Editors – Briton Hadden and Henry R. Luce.

The Magazine’s Audience

Roy E. Larsen, Circulation Manager of the magazine reports in the first issue:

“Time The Weekly News-Magazine

  • the man who wants the fact
  • the man who wants to do his own thinking after he has the facts
  • the busy man

Is there such a man?”

“The response to the announcement of the News-Magazine idea has supplied the answer. Such a man exists.”

Audience Psychographics and Demographics Circ. 1923

“Who is he? Is he merely a distinguished citizen? Is he necessarily President of a great university? or an Ambassador? or a Magnate? or a Bishop? or a Member of the United States Senate? As a matter of fact the man was found in Ohio, among the lesser nobility. It is also discovered in flight to Florida. His twin-likeness was tracked down in Boston, and the postmaster reported his alias – in Chicago.”

“He must live somewhere! Of that there is no possible doubt, no possible probable shadow of doubt, no possible doubt whatever. Furthermore, he is not as elusive as the Scarlet Pimpernel, nor as extinct as the Dodo.”

Until next time, stay tuned!


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