By Theodore Peterson
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13 Ben Hibbs, "You Can't Edit a Magazine by Arithmetic," Journalism Quarterly, 27 (Fall, 1950) 370. 14 George Seldes, "'Ken'—The Inside Story," Nation, 146 (Apr. 30, 1938) 497-500. 38 MAGAZINES IN T H E T W E N T I E T H CENTURY hind the news" and tapping a mass circulation among American liberals. But, Seldes charged, Smart kept watering down its content, kept scrapping its best features, as advertisers threatened not only Ken but also Smart's prosperous Esquire. Esquire itself, in April, 1941, publicly apologized to its advertisers after running an article, "Go Get a Guitar," a plea for group singing in which the author said a guitar is better accompaniment than the piano.
Moreover, there was some standardization in advertising rates. Magazine publishers had begun to base their charges for space on circulation, and by 1900 Frank Munsey was already well known for his page rate of a dollar for each thousand of circulation. To get their money's worth, some advertisers tried to improve the effectiveness of their advertisements. They heard talks on the use of psychology in advertising, and they began to test the drawing power of their advertisements by key numbers and checking systems.
In 1936, for instance, the American magazine ran 121 pages of four-color ads, which comprised 20 per cent of total advertising space; in 1946 it ran 369 pages, which comprised 43 per cent of the total. In 1936 McCall's ran 256 pages, comprising 35 per cent of total ad space; in 1946, it ran 552 pages, comprising 54 per cent of the total. In 1936, the Saturday Evening Post ran 793 pages, comprising 29 per cent of total ad space; in 1946, it ran 1,770 pages, comprising 44 per cent of the total. The story was the same for magazine after magazine—Collier's, Cosmopolitan, Good Housekeeping, Ladies' Home Journal, Popular Science, and others.