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But Patterson's diet for the Farm Journal has made it grow every year since he took over. He threw out the magazine's ponderous, technical farm features, replaced them with over-the-fence news for farmers. To separate his rural but non-farm readers from farmers, in 1943 he bought the newsweekly Pathfinder, later changed its name to Town Journal (circ. 1,592,615), and reset its editorial sights to lure small-town nonfarm readers. To increase Farm Journal circulation, Publisher Patterson and President Richard J. Babcock, 43, started three regional editions, printing specialized news and information for farmers in all sections of the U.S. Ad revenue climbed from $300,000 in 1935 to nearly $10 million last year; circulation more than doubled in the same time. Now. with Country Gentleman in his barn. Publisher Patterson hopes to apportion the Curtis magazine's circulation to Town and Farm Journal and boost the circulation and ads of both magazines even more.