The Press: Chainstore Reading

Best test of a good idea is performance; strongest acknowledgment, imitation. Next month will end a year's performance by Tower Magazines (Illustrated Love, Illustrated Detective, Home, New Movie), published solely for sale in the F. W. Woolworth Co. chain stores—a strategic play for the concentrated women-shopper circulation (TIME. Aug. 19, 1929). Last fortnight saw the appearance of two similar magazines on the counters of S. S. Kresge and S. H. Kress chain stores—testimonials to the idea that a million women who never patronize a newsstand will buy 10¢ love-fiction, mystery, Hollywood chatter every month in a department store.

The so-called "Kresge Books"—Modern...

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