TRADE: What Price Tomorrow?

No U. S. world's fair ever charged more than 50¢ admission until gardenia-wearing Grover Aloysius Whalen engraved his $157,000,000 image on Long Island's Flushing Meadows. His, however, was to be a fair of fairs, the "World of Tomorrow." He talked about 40,000,000 customers and he figured on 60,000,000 (10,000,000 a month from May through October) to spend $56 apiece, bring a billion dollars worth of business to the Fair and New York City. Flamboyant Grover Whalen set the entrance fee at 75¢. Last week he was learning something.

In two and a half months, attendance totaled 13,500,000, about half...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!