The Press: Philadelphia Project

The idea looked like the hottest thing in the Curtis publishing empire since Cyrus Curtis picked up the Saturday Evening Post for $1,000 in 1897. At least, that's the way it looked to J. Frank Beaman. Beaman tried it out on his boss, Curtis President Walter D. Fuller: Americans love to enjoy themselves, spend billions on their vacations, but have no first-rate magazine to help them enjoy their fun & games.

Fuller told him to put one together. All last year, behind an anonymous office door, Beaman (a financial editor until he became Fuller's secretary eight years ago) labored in secrecy with...

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