The Press: New FORTUNE

In their prospectus, the editors of the new magazine declared that they were taking on "the greatest journalistic assignment in history"—to mirror industrial civilization in ink and paper. They could hardly have picked a worse time. In the stormy winter of 1930 nobody could guarantee that either the civilization or the fledgling FORTUNE would long survive.

This week, after many fat and prosperous years, the October FORTUNE appeared in a new format and with a new assignment. "FORTUNE is no longer concerned, uniquely, with Civilization-as-a-whole," said the editorial directive that blue-printed this conversion....

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