The Press: Old Queen, New Dress

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 of all U. S. magazines; its circulation 2,507,000, of which...

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