The Press: The Post Lifts a Glass

Through its 61-year history as the Curtis Publishing Co.'s teetotaling companion of U.S. families, the Saturday Evening Post (circ. 5,731,138) has barred editorial approval of drinking in any form, and flatly banned liquor advertising. So set against rum was Satevepost Editor George Horace Lorimer (1899-1936) that he once ordered the glasses brushed out of a story illustration of a cocktail party, leaving the pictured guests with their poised hands mystifyingly upraised. More tolerant under Editor Ben Hibbs, the Post nevertheless sought no business from the nation's third largest (after automotive, food) advertiser. Even after Curtis' own Holiday cut itself into the...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!