The Press: Children’s Tabloid

Unlike most other juvenile journals, Young America, published by a slick-haired, rich young man named Stuart Scheftel, is sold only to boys and girls in junior-high and elementary schools, at 25¢ for a term of 18 weeks. It looks like a dignified, grownup, twelve-page tabloid newspaper, with plenty of pictures, cartoons, maps, charts.

Young America, with 296,000 circulation, is the fourth biggest children’s magazine in the U. S., behind American Boy-Youth’s Companion (311,000), Boys’ Life (302,000), Open Road for Boys (301,000. But last week Stuart Scheftel counted up the number of subscriptions his schoolteacher salesmen said they could deliver this fall, found the total 700,000. Generously discounting this figure, he still thought he had more than enough to put Young America first.