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TV'S IMPACT ON
AGAZINES
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American Magazine End? commit igazine ended luniJ*' la eighty-year history yesterday ™ N
»-hrn the August edition went on cloud ovr
the newsstands. At the end it Pi°P'
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Ju>t because it has outstripped magazines in ad dollar volume, mu>t tv lake the blame for publishing failures?
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television tolling the death-knelL fur magazines? This is a question that lia» been raised 1>\ both layman ami media expert in the decade since t\ entered the communications arena. I be answer is thai t\ ma) bave one hand on tlir bell-rope. Bui the other band belongs to the publishing iiidii-ir\ itself. The recenl demise of Imerii nn Magazine, Collier's and Human's Home Companion comes nearer t>> suicide than murdei .
1 rtainl) i\ . which edged close t" 1 ' i billion mark in advertis dollar volume during 1956, stands uain little friim their passing. CoU and " Oman's Home togethei shared onl\ $23^4 million ad revenue during the first 11 months of 1956. The chances of television inheriting tliiare shght. If re-distributed at all. it probahl) will go :•■ "tln-r print media,
.and possibl) i" i .» < I i « ». Tlii> i» tli» general feeling within the advertising agencies.
I M epl t" the ver) ) oung m li" have onl) recentl) ai quired t h •• i i ti r ~t graj flannel suil and a « J » — k in an ad a i j . tin passing of the ( rowell-( olliei
gazine famil) particularly ( <>lh'■r's is \ iewed as a traged] . a sympatico between tin' long-established magazine and tin veteran adman thai goes fai .!>■. ■;,.•! than t! ■ between him and t\ . Ba< k in the ..I even tin1 '20's, he cul hi* teeth on
_ i/iiif la) "Hi and copy. H«achieved prominence in hi< profession and (50,000 a veai on those f"iircolor double-trucks. His loyalties
■ have been divided b) a shrewd sense of business, bul his first l"\. remains the printed magazine )
\ look at the 'hart on the following