The Press: Womanpower

The Ladies' Home Journal has long insisted that advertisers should "never underestimate the power of a woman." Last week the slogan's effectiveness was unchallengeable: in the jumbo-sized (264 pages) October issue, 334 advertisers spent $2,146,746 to plug their products—an alltime dollar-volume record for a single issue of a magazine. (Last June the Journal jacked its price from 15¢ to 25¢ without checking its circulation fever, now boasts a new high of 4,600,000 readers.)


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