forty hours; the Super Chief's new sis ter train. El Capitan; the Burlington's fleet of celebrated Zephyrs; the South ern Pacific's streamlined, steam-drawn Daylight on the San Francisco-Los An geles run; the same road's Sunbeams in deepest Texas; and the New York Cen tral's Mercury between Cleveland and Detroit on a daylight, high-speed round trip every morning and evening. And both the Central and the Pennsylvania plan radically new equipment for the Twentieth Century Limited and the Broadway which will soon be in service. Gestures in the direction of comfort in train accommodations had their be ginnings within a few years of the open ing of the first lines in the land. Trav elers on the Auburn and Rochester Rail road in 1840 were amazed to find wash- stands "and other conveniences of the toilette" incorporated in passenger cars "actually slung on springs." Twenty years later an extra-magnifi cent train that popped the eyes of the stove-pipe-hat chivalry of i860 was the Boston and Albany's Prince of Wales Special, which brought this royal voy ager to Boston amidst surroundings of almost miraculous splendor. The Prince himself confessed that he was impressed by the solid-silver drinking service, the Turkey carpets, cloisonne, bronze cus pidors, silk hassocks, marquetry tables, and "running water from a mysterious source." In the ornate nineties the wonder and glory of the railroad world was the New Haven's famous White Train, popu lated daily with Lowells and Salton- stalls, and whose Royal Buff'et Smokers, Pullman Palace Lounges, and special diners were hauled from Boston to New York, a streak of cream and gold, in the Luxury on Wheels then breathless time of six hours. Railroad travelers today find their LUCIUS BEEBE surroundings characterized by less gaudy magnificences. The decorative schemes of the newest de luxe limiteds run to the chaste simplicities of a sub HEN, on alternate sailing dates eign voyaging rather than domestic dued modernism, with straight lines, W totaling twenty a month, the travel. wide windows, indirect lighting, chro Forty-Niner, the City of San Francisco, The City of San Francisco and the mium trim, and unfinished wood panel and the City of Los Angeles pull out of City of Los Angeles are Diesel-hauled ing. There has been a vast increase in the North Western Station in Chicago, streamliners, the last word in train the number of private compartments, there is present all the de luxe circum operation in the United States, but they bedrooms, drawing rooms, and en suite stance of a transatlantic sailing. Florists' are only a few of a constantly crescent living quarters both in Pullmans and in boys deliver quantities of costly cut flow fleet of luxury fliers that are bringing to cars built by individual railroads. And, ers, there is a crimson carpet laid the the once dusty and prosaic business of sadly enough, the brass-railed observa length of the platform (a quarter-mile overland travel many of the fine touches tion platform, long an American insti of it for the City of Los Angeles), of Ritz hotel existence. There are new tution, is giving way to enclosed end trucks of luggage bearing the hallmarks and luxurious passenger trains of many of London and Paris saddle makers dis designs and capacities: the Atchison, charge their cargoes at the car doors, Topeka and Santa Fe's magnificent and the entire scene is pervaded with Super Chief, Diesel-hauled over the \ an opulence usually associated with for Chicago-Los Angeles run in fewer than •Xrave
PRODUCED BY UNZ.ORG ELECTRONIC REPRODUCTION PROHIBITED cars with glassed-in observation lounges. unf*jsyyuiiiiiii ^Wtomatic telephone systems, air con ditioning, maid and valet services, bar £s=^ Tlcn^r (f(nL CXUL l*SSr- bers and bath attendants, reclining =Jesr c:oach chairs, and modestly priced meals *>
PRODUCED BY UNZ.ORG ELECTRONIC REPRODUCTION PROHIBITED the Twin Cities, there is an air-condi daily making time and social history tioned, windowless and soundless tap over the high iron of American rail EW SHlls room car, the windows having been roads. Should space permit, a still in eliminated lest the speeding vision of complete roster would include mention the countryside should alarm the more of such notable passenger trains as the timid drinkers. The Florida Special, Baltimore and Ohio's Royal Blue, the •b. J w RV- .^94 which transports winter vacationists Chesapeake and Ohio's George Wash -TO ^. over the rails of the Pennsylvania, At ington, the Gulf, Mobile and Northern's i' - .-4(^" lantic Coast Line, Florida East Coast, Rebel, the Sunbeam of the Southern and the Richmond, Fredericksburg and Pacific, the Bluebonnet of the Frisco Potomac, includes in its equipment a and M.K.T., and the Sunshine Special I AUSTRALIA recreation car with hostesses and a four- along the rails of the Missouri Pacific. «.>? \ piece Hawaiian orchestra, if you care There are, too, the Rock Island Rockets, • The great new air-conditioned 23,500 for Hawaiian orchestras. The restau the Illinois Central's Green Diamond, ton liners "Orion" and "Orcades" now rant cars of the New Haven's Yankee the Boston and Maine's Flying Yankee, lead this famous fleet . . . from England Clipper and Merchants' Limited, per and the Great Northern's Empire Build to the Mediterranean, Red Sea, Ceylon haps the two most magnificently ap er, every one of them possessed of mo and Australia. Cool and spacious luxury pointed standard-equipment day trains dernity and recently introduced luxury and lavish facilities for pleasure make in the land, are in the joint charge of a or speed. the voyage a wondrous vacation in itself! steward and a pretty head waitress, In the wooden-sleeper and Ameri ROUND THE WORLD TOURS and their wine cards, selected by Charles can-type-locomotive age of the nine are offered in great variety, using the Orient Codman of Boston's famous S. S. Pierce Line eastward or westward, tickets good for two teenth century, John Godfrey Saxe and Co., show no less than fifteen im years. Complete globe-circling rates as low as wrote a delightful poetic tribute to the $913.40 Top Class, ^.563.^0 Tourist and Second. ported wines and as many bonded joys of steam travel, beginning: "Bless SUMMER CRUISES — England to North American whiskeys. Countries from $116 First Class — Mediter me, this is pleasant, riding on the rail," ranean from $110 First Class, $60 Tourist. The trains mentioned are but a few but railroad travel is pleasanter today Through bookings by your local agent or of the famous varnish flyers which are than Mr. Saxe ever knew it. CUNARD WHITE STAR LINE GENERAL AGENTS 25 Broadway and 638 Fifth Ave., New York. Murder Is a Fact ^mfim\nri imrumi^^M^.i^mM {^continued from page 72) stripped off the dressing gown and re In the wide doorway stood a man, ORIENT LINE garded her naked body in a triple mir tall, gaunt, his sunken cheeks gray, his ror. For a moment she stood with colorless, unquiet eyes beneath their knotted breath and then exhaled sud furze of brow fixing on her, moving un- denly. She went about dressing with a surely to the car, returning. ^ deliberate, unflurried haste. Julia demanded, "What do you *Ai When she had dressed, she took a want?" VACATION light tweed coat from its closet and The man's bony hands twitched at a VARIETY with the coat over her arm went down button on his coat. Julia saw they were stairs, out of the house. Moonlight empty. She took a step toward him and SAN DIEGO whitened the lawri, glistened on the bent swiftly to seize a hammer leaning swept stones of the driveway, made cool against the wall. caverns of darkness under elms in which The man in the door retreated, turn the night wind whispered. At the gar ed and broke into a shuffling run down age, she threw back the door and en the driveway. Julia, following him into tered the oil-scented quiet. She stepped the moonlight, watched him disappear into her coupe and switched the lights between the pillars at the road. She Opiash In the surf, fish, on dim. With her hand on the key she started toward the house, stopped, and sail a boat or just loll heard the garage door swing gently in went back to the car. A moment later on broad clean beaches. an eddy of the wind, and, murmuring Discover an old Mission she whirled the coupe about on the . . . enjoy the subtropic to herself angrily, got out of the car to graveled apron before the garage and loveliness of Balboa walk back and drop the bolt that would sped' down the drive to skid narrowly Park... or run down to Old Mexico for lunch. hold it open. between the pillars into the highroad. Explore the waterfront around one of Then, with her hand on the door of A hundred yards away she turned the world's finest landlocked harbors down a rutted country lane, emerged . . . take in the smart shopping districts the car, ready to step in again, she of San Diego, La Jolla and halted. The whisper of the wind-ruffled after a space on pavement once more, Coronado. You'll like San DiegO, elms intensified the quiet. The sound and swung the little car hard to the left where cool sea breezes blow and under a wrought-iron gate to speed up vacation sports abound. which had checked her came again, a furtive, intimate noise near at hand, the a curving drive and slide to a stop before FREE BOOKLET Address Room 155 shufHe of a shoe on gravel. Hugh Flint's Georgian house. San Diego - California Club She reached into the car and flicked She jumped out of the car, ran up to AUFORNIA the lights bright. As the glowing circles the door which stood open to the sweet flashed up, the room bloomed into radi ness of the country night, and across the Include SAN DIEGO on your ticket ance. Julia stepped back, stiffened, and austerity of hall and foyer to the draw AT NO EXTRA COST ! called sharply, "Who's there?" ing room. At the entrance she checked
98 SCRIBNER'S
PRODUCED BY UNZ.ORG ELECTRONIC REPRODUCTION PROHIBITED herself. The room was in shadow save didn't help. She hates me only slightly for a cone of yellow light where a lamp less than she hates Phil Norton." shed radiance over an empty chair at "Why doesn't Norton divorce her?" the far end near open doors leading to "Because of the scandal, probably. the moonlighted terrace. I don't know. He's a Calvinist on the subject of scandal." VII "Then why doesn't she divorce him?" A CHAIR scraped when she stood in "Because she knows Phil would spend the doorway. Hugh Flint's sharp voice every cent he has to keep from paying rose nervously from the silence. her alimony." In a moment he added, 1% "Julia, hello. Gome join us. Mrs. "And she isn't sure Hugh Flint would Norton, may I present Monica Leeds. marry her." v'v*, FROM Nice of you to drop in, Julia. Tom "How stupid." Then, "But why THE MEMO Collins? Scotch?" should she hate you?" fr \-.' cf a prospective Henderson rose to his lank height "I know all about it. I'm probably PA <' \ >f\ vacationer and asked (finding a grim satisfaction the only one who does. Being shameless, in the innuendo), "Late for a call, what, I'm telling you." ^-_ ^^ ."NV;-. Julia?" "I'm not exactly afire with grati "Oh, hello Baird. Irish if you have tude." 5JfeA*'' L - "^i™ it, Hugh. How do you do, Miss Leeds. "If you're going to be part of the I'm so glad to . . . Don't let me inter family, you should know the skeletons." rupt, please." She sank into a chair. "I "But I'm not." April 25, 1938. need a drink the worst way. I just fin "Perhaps." SOVIET UNION — Crack express ished running a tramp off our place," A maid appeared at the door. "Mr. Wag on-Lit from Paris through she added lightly. "Don't mind me if Flint, please." to Moscow. Maybe the steamer I'm a little flighty." "He's inside," Henderson told her. from Hay's Wharf at London Pressed by the others she said, laugh "He may be some time. We can give Bridge via Baltic to Lenin ing, "Oh, nothing happened, nothing him a message." grad, Fine hotels, good ser vice, excellent food. Besides at all. There was simply this creature "Oh, thank you, sir. But Mr. Norton Leningrad and Moscow, inter standing in the garage door leering at is calling from the city." esting trips if time : Down the me when I got out of the car. I picked Henderson jackknifed his long legs Volga River - Rostov, in the up a hammer and he ran. That's all and rose. He said, "I'll talk to him." Don region-Trip through Cau really. Don't stand there staring at me, When he returned he stood in the casus Mountains to old Tbilisi Hugh darling. I'm parched." doorway a moment before stepping (Tiflis) and to Baku on the "You went after him with a ham down to the flagstones. Monica turned Caspian - Then to Batumi and mer?" Monica asked. her head and looked at him, her brows along the Black Sea "Riviera" "I'd have preferred a jack handle," rising. by motor vessel - Crimea, lux Julia confessed. "It was awfully short, "Both my distinguished superiors," urious rest-homes, good that hammer." Henderson said, his voice tinged with beaches — Choice of going north to Dnieproges Dam and When Flint had gone for the whiskey, disgust, "have the whimseys tonight. to Kharkov or to Odessa and up Julia turned impulsively toward the Phil phones he's bringing Lynch Rains to Kiev, capital of Ukraine - woman sitting between her and Hender out to spend the night at his house." good trains from here to West son. "I've heard so much about you, "Bringing Lynch Rains out ?" ern Europe on way home. Miss Leeds. I'm sure Phil thinks you're "I told you," Henderson went on, Rates include hotels, meals, the shrewdest woman in New York. perching on the low stone wall before all transportation on tour, Frankly I've been afraid he and Hugh her, "that Lynch Rains came into the sightseeing by car and ex- would break down and decide to have office this morning. Hugh had been periencedguide-interpreters a woman editor. I'd be consumed with dickering with him to do some pieces for |5 a day third class, |8 jealousy, I know." giving organized labor's slant on the tourist and |15 first^ Lit Before Monica could parry this as erature from Intourist, Inc., TVA. I told you that deal fell through." especially 60 page general tonishing tribute, Julia hurried on, "Oh "Norton objected?" "Baedeker" of Soviet tours dear, did I say I wanted Irish whiskey? "Quite possibly. Anyway it was Nor No. S^5. How silly. I'll catch Hugh and head him ton who told Rains the deal was off. I off. He'll be furious." happened to be with Phil when Rains Her heels clicked on the flagstones P. S. If we're there in came in. I'm not sure Hugh even knew August we'll see the great and she disappeared into the drawing he was there." All-Union Agricultural Expo room. "Gould Norton have ordered Flint to sition — biggest ever. Monica Leeds murmured, "My God." drop the plan for the articles?" "She's at a disadvantage—finding you Henderson shook his head. "Not or SEE YOUR TRAVEL AGENT here like this." dered. Hugh has just as much actual "Finding me here? Here?" power in Fact as Norton. But Hugh "Must I diagram it?" Henderson might have given in as a concession of IT^C. asked. some kind. Anyway, Phil told Rains that iNTOUBlSt..Yol k "Oh." Fact didn't want anything of his, and Rve., CWcago "She's usually more discreet. You Rains pointed out the feeling was mu WicWgan e.^^^ Angeles threw her off stride. My being here tual. He mentioned in particular the 75-rtr-'-6 S' ' ncR So. "^ MAGAZINE
PRODUCED BY UNZ.ORG ELECTRONIC REPRODUCTION PROHIBITED way Fact has been handling the Mif "He wants to get together with you flin strike." and Rains and talk things out. My "Fact," Monica observed, "has been guess is he heard what Rains said '" handling the Mifflin strike with its usual "Splendid," Flint burst out. "Splen unbiased, detached, objective candor." did! I knew Phil would come around "Phil mentioned that to Rains— if—" He broke off, turned to Monica.. suavely." "You'll want to be there. Miss Leeds,, "But no man likes to be called a when " murderer," Monica added. "Even a "Hugh," Julia wailed. She took his; 'Napoleonic murderer.' Even Lynch arm. "You simply mustn't do things; Rains probably doesn't like to be called like this, Hugh. You've got to go toi a murderer." bed." She made an imploring gesture to "You get it. Phil pointed out that the Monica and Henderson. "Hugh really strikers had committed murder, and needs a nurse at times like this. He's got YOU NEED THIS GUIDE TO when Rains asked what in God's name a temperature of a hundred and one, the company guards and strikebreakers and I know that migraine will kill him ROMANCE AND ADVENTURE! sometime." Camera impressions of the Southwest's most interest had done, Phil said that much as he ing and colorlul city show you how to enjoy every "Julia!" Flint interrupted. His hand minute oi your stay. In this modern Pan-American city deplored justifiable homicide and the where the past still lives, are sights found nowhere use of force as an instrument of eco strayed unconsciously to his forehead as else in the world. Here is your first introduction to Old Mexico. Here fun and fascination cost less. nomic justice " he grimaced in a wave of pain. "I'll tell WRITE TODAY for your copy of "Picturesque San you what I'H do." Antonio " Make plans now to have the grandest "No!" vacation of your life. San Antonio, on the Pan- "Phil's words. Rains said, 'Murder is "What?" doubtfully. American Highway, is the gateway to Old Mexico. a crime, Mr. Norton,' and Phil smiled "I'll go up and lie down for half an like a grammarian and said, 'Exactly, hour. Want to be as clear as possible." San Antonio Rains. I'm glad you see our point. Mur His voice was unsteady. "Make your WHERE LIFE IS DIFFERENT der is a fact, to be presented as such. selves comfortable, won't you? Sorry." The MAYOR'S COMMITTEE Fact presents facts.'" He turned abruptly and left them, Julia 127 Hospitality Plaza San Antonio, Texas Monica said thoughtfully, "I think I trailing behind him. Send me FREE your beautifully illustrated book, "Picturesque San Antonio". like your Mr. Norton even less than I "That," Henderson said when they like your Mr. Flint." were gone, "was probably one of the Name- "Wait a minute," Henderson said, worst shocks Hugh ever got. I don't Address- and put his hand into his pocket. "Lis wonder he wants a breathing space. It may represent something of a triumph Cily -Stale- ten to this. This," he shook a paper at her, "was to have been Fact's cold, un- for him if he can persuade Phil to—" He colored aseptic account of current events did not finish the sentence. A moment in one corner of the globe this week." later he looked up as a light went on He unfolded the page, held it in the in a window just above. They could moonlight and read: "Guerrilla war hear Julia's solicitous murmur. flared again on Monday in Mifflin. For "Baird, I must get back to town. I fourth consecutive week steelworkers don't feel up to any more crises tonight." leaving World Steel's plant in Mifflin Monica rose. were ambushed by strikers, attacked, The light in the room above went two murdered, several wounded. Plant off. As they stepped into the drawing officials repeated their refusal to confer room from the terrace, Julia hurried with union boss Lynch Rains until he toward them. disarms his marauders. . . ." "Not going? Oh, please don't go." "Marauders!" Monica choked. "I'm sorry, Mrs. Norton." Henderson folded the paper and put "Hugh seemed to think you'd want to it away. see this Rains person." "Fact isn't printing that, is it Baird?" "Perhaps he can arrange it for us in "No," Henderson said. "It was too town sometime. I must return to the much for my bowels. I told Phil it was city." kill this or get a man to take my place." "Oh, I feel foul about spoiling things Flint, carrying a tray with bottles, here," Julia said. "It's just that it's in came out on the terrace. sane for Hugh to go on as he " Henderson said, "Phil just called to "I'm sure it's very sensible of you," say he's on his way out with Rains." Monica said evenly. Then to Hender The bottles clinked as Flint's hand son, "Ready?" jerked. "Bringing Rains out here?" VIII Flint demanded, incredulous. "That's what he said." J\i ^T Julia's direction. Grey, Flint's Julia hurried through the door, said, chauffeur, brought a roadster from the "Hugh, please don't be such a fool. garage. The last train had left an hour You've simply got to " before. "What else did he say?" Flint asked, As they rode away from the severely his voice tight. ostentatious house, Monica said, "Now SGRIBNER'S 100
PRODUCED BY UNZ.ORG ELECTRONIC REPRODUCTION PROHIBITED 've had my view of the promised land." "I'm serious," Monica protested. "You'll learn to like it." After he had left Monica and put "I'm even less interested than I might Flint's roadster away, Henderson walked h^ve been." for a while in the nighttime streets, and "Why?" as he walked, his depression deepened. SW "For one thing, I shouldn't like a The city was restless under the hot dome complication like that behind my back." of the night, its breathing light and un Jfnni^c "Like what?" easy. "Julia." He thought of the desperation of the sccnvs "She's harmless." steelworkers sitting tense and sleepless "She is not harmless. She's an irre- behind barred doors in Mifflin, waiting s])onsible little opportunist—like her hus perhaps for Lynch Rains to come from band and Hugh Flint. If you want to the city and hearten them, their des know why I wouldn't work for Fact, peration pierced by the wails of infants jf'-A-r Baird, there's the reason in a capsule. without milk. He thought of the stamp I don't like opportunists." She shook ing of the armed guard through the her head and stared out over the moon- company streets, the brutal ring of hob silvered countryside. "How can you nails on cobbles, the crash of shots, the siomach it?" fierce, white-hot hatred swelling higher "Habit," Henderson said. and higher. "Seriously, though, Baird?" The buildings about him, dark, tow He was silent a moment. Then he said ering silently, grew ominous: they seem owly, "You can get used to anything. ed to be waiting, waiting until the hour "i'our sense of values dulls, I suppose." when the hatreds would flow together "That doesn't sound like you." like rivulets of rain on a pane. "And now and then," he went on, Imagining, Henderson saw the spit ignoring her, "I can do something that of smuggled rifles from the blind win gives me back my self-respect." dows that rose on either side of the "They've treated you shabbily," she silent street, the jumbled barricades, tiurst out. "You're as good as either of heard the scream of sirens, shouts, the them and they've kept all the rewards crashing volleys, saw jagged holes yawn themselves and doled you out " in the blind, impassive walls, the slow Let a New Mexico vacation lift "I didn't mean keeping my self-re- collapse of all monuments. you right out of the rut of ordinary :pect that way. I meant something that And against the bitter panorama, things and pack every single day gives me the sense of being useful. I like figures superimposed against some with thrilling new experiences. killed that story on the Mifflin trouble clever photomontage of carnage and From modern accommodations in by myself. And yet, what good did that destruction, he saw Norton and Flint hotel, ranch or camp, you can do?" he went on, his tone suddenly striding, leading, urging on, coldly drive out into scenes that have not savage. "Kept all mention of the bru setting clique against clique, man changed in centuries, into a truly tality out of our precious pages, dulled against man, unleashing the torrents of unspoiled Land of Enchantment. people's sense of the violence going on hatred by their very passivity, goading You might stumble on a weird there. No news is good news. If you to action by inaction, shrilling the con ceremonial dance in some quaint don't read about it in the papers, it flict by their very obliquity—men of Indian pueblo, or you might ride a wiry western horse to a hidden lake didn't happen. All quiet on the Western power, others like them, secure in the set like a gem in mighty forested Front. Hang the god-damned malcon pious trappings of good will, the buckler mountains. Perhaps you would tents! Christ!" of apparent rectitude and honor. like to see spots where the Spanish She said quietly after a space, "That And because he could not see Norton Conquistadores wrote the first doesn't sound Hke you either. Why so and Flint against this background with pages of Amierican history four bitter, Baird?" out sly, mordant glimpses of himself hundred years ago. Certainly you "What else is there to be? The world not far behind, he savagely turned his would not miss awe-inspiring Carls heading for Armageddon." thoughts away and went home to troub bad Caverns National Park or the 'Is Armageddon a matter of days led sleep under the breathless night, eight National Monuments in New away?" plagued by dreams in which Julia Nor Mexico. And these are but few of "It is." ton, like a maenad, drove cringing men dozens of things to do and hun "I refuse to be stampeded." She add- before her with an upraised hammer. dreds of places to see. Come to ^d, "Frankly I'm more concerned this He awoke unrefreshed, with the sense New Mexico this year! Send for minute with the triangle you showed me of something portentous hanging by a this free booklet to help you plan! back there. If that woman decides to, thread—and walked to his window to she can have a more tragic effect on look down on the newsstand below, Fact and you, Baird Henderson, than where the headlines in the tabloids iirjiiiiii;»:ni[n J^^ynch Rains and all the " shrieked up at him. STATE TOURIST BUREAU, "How?" Room 499, State Capitol, Santa Fe, New Mexico. Philip Norton, President of Fact, In Please send your free booklet "Two Weeks in New "She's evil. She's unsatisfied and corporated, had been found murdered Mexico" and your official 1938 Road Map to: selfish, and she's got a kind of furious in a country lane a short distance from Name courage." his home. Address ___ Henderson laughed. {To be continued)
MAGAZINE lOI
PRODUCED BY UNZ.ORG ELECTRONIC REPRODUCTION PROHIBITED One Every Minute Z' SWEDEN! {continued from page 23) \^ LAND OF SUNLIT NIGHTS "Look has been criticized as being sen financial success. Though it spent its first
s ,'•• sationally thrilling. My only reply is that year without benefit of advertising reve life itself is thrilling, and the more thrill nue, it actually earned a small profit -^mk-^ -••"^Jf^ ing nature of Look gives it an intense over operating expenses. During 1938 reading which makes it all the more in Look has averaged around twelve pages fluential with its readers." of advertising an issue. Refusing both •53"^ f i .^ The little, pictureless New Republic, liquor and beer advertising, it has jump MW^M li'^^'l: after seeing Look skyrocket into the mil ed from eight and a half pages an issue wm lion circulation class, sneered, "A morgue in January to eleven and a half in Feb ^iiiii Miswr^ ^ ..;.v: and dime museum on paper.... We can ruary, twelve in March, and sixteen and Peaceful Sweden assures you of a summer think of no reason why Look should not a half in April. Today, with its circu vocaHon in a land of security, joy and go to a circulation of ten millions—if the lation paying most production costs. contentment. Stark mediaeval castles and turreted city supply of corpses holds out and people Look's $50,000 worth of ads in each walls are picturesque memorials to her am don't get tired of looking at them." issue is in fair part gravy. bitious national youth, while in her mellowed But when Look was certain of success, maturity of today Sweden points the way to a sensible solution of modern problems. it began publishing worthy picture edi VII To this tranquil scene of rolling hills and torials on such important social ques LITTLE reflection will show that pic birch-fringed lakes, beautiful cities and A flower-covered chateaux, Sweden adds the tions as: Child Labor, Is America Really ture magazines fall into two distinct bewitching glory of her Sunlit Nights. the Land of the Free?, Slums, Story groups. In one group is the magazine Make Sweden your gateway to the of Tuberculosis, Ku Klux Klan, War Life. In the second is Look and all the Scandinavian wonderlands and the fasci nating Baltic region. Propaganda Exposed. And then the best others. Life is distinctive because it tries Be sure of a perfect summer—book early. appreciation for Look's new desire to be to present news-in-pictures; all the Convenient, quick connections from Eng land and the Continent—direct from New a great educator came from the New others concern themselves with features- York in Swedish liners in eight luxurious days. Republic: "Look ... is the journalistic in-pictures. Ask your travel agent or us for our new marvel of the age ... it has made the The number of picture magazines "hands of Sunlit Nights'" best pictorial study of civil liberties in seems to remain at thirteen. When a suggesting delightful trips in all the Scandina the United States we have ever seen any new one comes, an old one goes. In vian countries—-a wealth of vacation guidance. where. In picture after picture it tells comes Focus, out goes Picture. For a ?'..- ... P /;. the stories of Negroes lynched on sus while Picture looked promising. Sup SWEDISH TRAVer picion of crime; religious zealots sent to posedly, Picture folded because Get- I INFORMATION BUREAU jail for refusing to salute the flags; chell's advertising clients felt that he 1630 FIFTH AVENUE NEW YORK strikers tarred and feathered, or beaten might neglect them to build up his up; American Legionnaires disrupting a magazines. Getchell, previously sensing Communist meeting; a Harlan County this, had publicly promised to work miner whose home was burned because on his Picture nights and Sundays, so he joined a union; the New Jersey wom that it couldn't possibly interfere with an whose children were taken away by his advertising business. a judge on the ground that she was radi Getchell's Picture was very, very edu cal and irreligious, and other similar cational. It scorned death and sex, and matters. The pictures make their case then quietly died. Look, when called convincingly; we salute Look for its sensational, attempts to justify itself. courage in showing the seamy side of Another magazine. Click, is sensational, American life as well as for the skill successfully so, and makes no bones ICO with which it has done the job.'* about it. Even the most thrilling real In point of interest and recie- More recently comes another orchid: photos are not thrilling enough for ation, Mexico holds the privi lege of being entirely different., "Look . . . is publishing a remarkable Click. Its editors cook up their own pic historically, monumentally, tures—How a Girl Becomes a Prostitute; picturesquely.. series of photographs exposing the meth How a Girl Can Protect Herself from Its unmatched climate has made ods of war propagandists. It has taken cosmopolitan Mexico City world Rape—to give two tasty examples. See famous as The Land ot Eternal each of the stock devices used to goad Spring.. It is south enough to avoid and Click, with much sex and much dy winter and high enough to miss men into war hysteria and, by compar summer. ing the idealized poster with the savage ing, are pushing right along; so is Focus, Diversity and climate are but two whose first issue is concerned with the of many attractions.. Proximity and reality, shows the complete falseness of Bequest your travel a favorable rate of exchange com birth of ventriloquist's dummies and agent to help you to bine also to give you. after but a the appeal. Mutilated babies, outraged plan your attractive, few hours of travel in pullman horrible human deaths. Unless a picture inexpensive Mexican comfort, a real vacation on a womanhood, the 'worthy purpose,' the itinerary. Or write us modest budget. magazine is publishing newsphotos, it for information on 'God is with us' claim, mistreatment of round trip fares, fast, Morelia, Patzcuaro and Uruapan.. seems nearest success with an editorial through, up to date train Guanajuato and Guadalajara.. Oax- prisoners, the 'war is glamorous' myth: service and our latest aca and Monte Alban —dream formula of half-death, half-sex. folders. 20 cents brings lands of romance, color and charm, all are exposed as the stock-in-trade lies you 7 color pictctrial a step away from Mexico City, map of Mexico. hold for you untold revelations! of the propagandists. It is a significant VIII OlcoU'onoil 'kki£wafjS 0/ and encouraging note, we feel, when a high-powered 'slick' devotes itself to edi IN REGARD TO the future of the picture torial pictures of this admirable type." magazines: The field is certainly crowd €XICO, In sharp contrast to Life, Look is a ed but probably will shake down to 201-1. North Wells Bldg. - Chicago, 111. 102 SCRIBNER'S
PRODUCED BY UNZ.ORG ELECTRONIC REPRODUCTION PROHIBITED three: Look, Life, and Click. Every thing looks bright for these, except ad- •vertising. And advertisers, not readers, After ''Life" and 'Xook" make a magazine a financial success. It i:i extremely doubtful that any picture While Life and Look are the Big Two tease. Third Degree, etc.; circulation magazine will survive in its present in the picture-magazine field, there are guaranteed 400,000. form. Advertisers have been doing a lot (at this writing) nine others. Here are a Now & Then: published by a group cf thinking—probably more realistically few facts about them: of the old Pictorial Review editors; com than the publishers themselves. Click: published by Moses L. Annen- pares present with the past; topics— The picture magazine's most favor berg, of the Philadelphia Inquirer; edit "Punishment of Crime," "History of able argument in soliciting advertising ed in the style of the defunct New York Corsets"; now printing 350,000. is based on the fact that people, today, Graphic; goes in for sensational posed Peek: a fortnightly (plans to go have had an estimated increase of two pictures and Esquirish colored cartoons; monthly in June) calling itself "A Look iQore hours a week leisure time since currently claiming a circulation of more At Life": attempts to expose other pic 1933. But in these two hours they must than 1,500,000, guaranteeing advertisers ture magazines; publisher, William Cot manage to: 1,000,000. ton; guaranteed circulation, 200,000. read 32,460,684 more magazines each Photo-History: a 25-cent quarterly; Police Gazette: well-nigh forgotten month published by Richard Storrs Childs; has predecessor of all U. S. picture maga hear 7,500,000 more radios a novel idea behind it: i.e., devoting an zines, revamped by H. L. Roswell, for read 55,655,678 more newspapers entire issue to a pictorial history of one mer Pittsburgh newspaper man; a print each month subject; first issue, Spain's Civil War; order, 150,000. drive 5,978,083 more cars second. Labor; third, "War Is Here," Focus: first published in April, "at attend 32,000,000 more movies and, now, "China Reborn"; Vogue- tempting to bring the American scene Since the average movie is about sized, hopes to become a monthly in the into focus . . . Focus tries to be im three hours long, a thirty-two-million fall; approximate circulation, 100,000. partial. We diagnose a case, but we are additional weekly attendance consumes Pic: rotogravure turned out by wood- not salesmen of a cure"; print order for ninety-six million hours; with sixty mil pulp publisher Street & Smith; devoted first issue was 500,000. lion adults in the U. S., movies alone to Hollywood, Broadway, and sport; Moviepix: first issue in February; must require at least one of the two guaranteed circulation is 500,000. same publisher as Foto; carries the usual hours of increased leisure. Obviously, in See: a 5-cent racy picture sheet on bunch of Hollywood publicity pictures; the single remaining hour, some of the newsprint; deals with abortions, strip circulation estimated about 500,000. I'our remaining items are being slighted. Hence, advertisers feel it more im- jjortant than ever to choose media that liave the strongest attraction. The great- (;st guarantee of this is the voluntary seconds. Yet the rates of the picture culation hopes. Back in the days when (jxpression of the public's preference, magazines are as high as those on which it was a sellout on the newsstands, some demonstrated by the high Grossley lis readers spend hours. Xz'/e guarantees one in Luce's office got the bright idea tening-in rating of radio shows, statistics 2,000,000 readers at $5700 a page, Look of seeing how high circulation would on gasoline consumption, and high 1,500,000 at $3725 a page, and the go if copies were made available. ]iewsstand sales. Picture magazines Saturday Evening Post, 2,700,000 at Worcester, Mass., was selected as a ]3oint with pride to their high percentage $8000 a page. All of which means an typical American city. While other cities of sales on the newsstands. advertising dollar will buy: in Life, 352 were kept on rations, Worcester was fed Many important advertising men readers; in Look, 400 readers; and in all the Life it would swallow. Then, fig (juestion the advisability of advertising the Post, 338 readers. ures were assembled, Worcester's popu in picture magazines. They remember Still, advertising is not the only prob lation was measured as against the na i:hat it did not pay to advertise exten lem confronting picture magazines. Here tion's, and to a somewhat startled world sively in the old illustrated magazines in the past few weeks things have hap came the announcement that Life's —Life, Judge, and Police Gazette, re pened that indicate the picture maga natural circulation would be approxi ferred to in the trade as "The Barber- zines may be another fad. The list mately seven million a week—more than Shop Series." Magazines such as these, dropped from thirteen to eleven while twice that of the Saturday Evening and the new picture magazines, which this article was being completed. Foto, Post. Today, however, it is as easy to are scanned in a few minutes, are of guaranteeing 400,000 circulation when buy Life on any newsstand as it was in (juestionable value as advertising media illustrations were ordered, folded after Worcester during the Experiment. Still, laecause readers so easily pass over ads. engravings were made. Another of the Life is selling under 2,000,000 copies. ;3oth Life and Click have added more picture magazines is scheduled to fold Actually, it is selling less than guar type to increase their reading time. Ad any minute. anteed to advertisers—on the hope, of vertisers are doing considerable research Around the first of the year Look be course, that it will make this up later in in an attempt to discover the average lieved it could guarantee 2,000,000 cir the year. Evidently, Worcester is not time a reader spends on the various pic culation starting with May; it based its America, 1938 is not 1937. And who is ture magazines. Whether it is five, ten, rates on that figure. But in March it there in the picture magazines to guar or twenty-five minutes cannot yet be suddenly announced that it would stick antee that 1939 will even be 1938? said, but applying Liberty's celebrated to its old rates, based on a circulation of i )-eading-time formula, one can say that 1,500,000. [This is the third of a series of articles (;ven the slowest reader can consume That, however, is a mere nothing on magazines that sell. The fourth will every word of Life in 51 minutes, 31 compared to the deflation of Life's cir appear next month.]
MAGAZINE 103
PRODUCED BY UNZ.ORG ELECTRONIC REPRODUCTION PROHIBITED \ Great Danes
Fawn and brindle puppies from the finest imported championship breeding. WARRENDANE KENNELS Kennels: 286 Broadway, Pleasantville, N. Y. Sales & Business Office: 299 Madison Ave. Phone; VAnderbilt 3-2121 NEW YORK CITY
Kalmar Great Danes You will be proud of a Kalmar Dane. Real Dogs— not expensive. Brindles, fawns, blacks and Harle quins. Write for Pictures KALMAR GREAT DANE KENNELS 2795 Alston Drive, S. E.
INTERNATIONAL FOX TERRIERS Daro of Maridor, best dog in the Westminster Show, iggS Healthy wise wires to bring a wealth of joy in companionship. Mr. & Mrs. Duncan Y. Henderson 393 Highland Ave. Upper Montclair, N. J. Intelligence Tests for Dogs
COCKER SPANIELS ARTHUR E. PATTERSON PUPPIES FROM CHAMPIONSHIP STOCK
Nonquitt Kennels /\MERICA is demanding more of its come the motivating spirit behind the J- JL dogs these days than mere con Obedience Test Club. This organiza Mrs. Henry A. Ross, Owner formation, substance, bone, and feather. tion's development since its birth in Plymouth Meeting/ Pennsylvania Today we want to know what our ca March, 1936, has been one of the out P. O., R. D. No. 4, Norrislown, Pa. nine favorites can do in a field trial, a standing events in the dog game and sheepherding chore, or an obedience certainly has won as many friends as test. For instance, when Dwight W. anything ever introduced. Ellis, the squire of the Maridor Kennels, Let us go back a few years before the COCKER SPANIELS East Longmeadow, Mass., was asked formation of the club, however, and Chuggy Rockford Kennels what he intended to do with Daro of dwell upon Mrs. Walker's entrance into Home of Ch. Chuggy Toberveddy Maridor, his first thought was not of Puppies for Show, the kennel world. Actually, her father, Hunting or Companions future show triumphs. Daro, the sensa Henry J. Whitehouse, is to be credited M. L. & E. M. Dashiel, Owners tional orange belton English Setter with the contribution of his sporty and Phoenix, Maryland puppy, had just been declared the near aggressive daughter. He keenly desired est perfect dog in the country and the a Poodle, but Mrs. Walker resolved she best dog in the sixty-second annual "wouldn't be seen with one." Still she SCOTTISH TERRIERS Westminster Kennel Club show. "I sup did agree to pay half the price for Ch. pose everyone will want him to finish At Stud: Champion Heather Goldfinder Nymphasa Jason on the promise that Sire of 13 clianipions his championship," Mr. Ellis said, "but she would not be asked to take him off Male and female puppies and Daro goes South and trains for the grown dogs for sale the boat when he arrived. field." EDWARD F. MOLONEY "But when Jason was brought to my 1821 Hone Ave. Telephone Ellis merely was following the dog country home, he got under my skin," Bronx, New York Westchester 7-7056 sentiment of the era. It was much the Mrs. Walker reveals now. "After forty- same desire to prove to the world-at- eight hours I sent a check to Father for large that pure-bred dogs retained their his half and told him Jason must stay Shetland Sheepdogs brain power and that any kind of dog is with me. I have loved him ever since." and ColUes amenable to a certain amount of train of the right type, size It was the criticism of her friends, and temperament. ing for the activity for which he is cata "Why own such an animal? Beautiful? BEECH TREE FARM logued that caused Mrs. Whitehouse ' R. R. TAYKTON Perhaps—but surely dumb," which so r • • Box 462S Walker, owner of the Carillon Kennels irked Mrs. Walker that she decided to Falls Church, Va. (Just outside the National Capital) (Poodles) in Bedford Hills, N. Y., to be- prove them wrong. Reading of the
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