The Press: End of a Race

Biggest year-end news in magazine publishing is that Curtis Publishing Co.'s Ladies' Home Journal in February will raise its price from 10¢ to 15¢ a copy; from $1 to $1.50 a year, thereby dropping out of any profitless race among the 10¢ women's magazines for more & more circulation.

Official reason: rising costs. Another cogent reason: even after next year's ad rate increase ($8,500 to $9,200 a black & white page) the Journal will get less per page for its advertising than it got in 1927, though its circulation has meantime climbed from 2,500,000 to 4,100,000.

This fall some advertisers, finding it hard...