Ever since the end of World War II, Hearst's Cosmopolitan (66 years old last July) has been heading for trouble. From 1947, when it took in $5,880,770 in ads, it dropped last year to barely $2,700,000. Furthermore, it fell below (by 221,000) its guarantee to advertisers of 2,000,000 circulation, and recently it has been losing readers at the rate of 9,000 a month. To try to check the loss, Cosmo reshuffled its format, ran pictures on its cover instead of drawings, went after more sensational stories and articles, and had a series of staff changes.
Last week Cosmo announced a drastic remedy...
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