When McCall's shook up its editorial staff, put on a thick, new coat of makeup and launched a hair-pulling drive to the top of the women's magazine field 2½ years ago, the rival Ladies' Home Journal reacted as any proper Philadelphia dowager would. The Journal, tops in the field for two decades, publicly treated this lipsticked hussy with icy silence, confined its comments to catty asides. "It's fun to be challenged,'' said Editors Bruce and Beatrice Blackmar Gould, faintly amused. Their amusement turned to dismay as McCall's, some 350,000 behind the Journal in...
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