The Press: Prognosis: Available

Philadelphia's proud old Curtis Publishing Co. (the Saturday Evening Post, Ladies' Home Journal, Holiday, American Home, Jack and Jill) has fallen on hard times. Last week, in a letter to stockholders, Curtis President Robert E. MacNeal reported a nine-month operating loss, before taxes, of $11,192,837. MacNeal's report showed that by selling off some securities and by applying a $1,398,080 reserve for income taxes, the net loss was reduced to $6,381,330. But even with a fourth-quarter upturn that MacNeal predicts, Curtis is facing the most disastrous year in its history.

Curtis' president put a...

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