American Mass-Market Magazines

By Alan Nourie; Barbara Nourie | Go to book overview
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Changing Times, one of the first post-World War II monthly magazines, is published by Kiplinger Washington Editors. It was not designed to replace newspapers or news magazines, but rather it was to be devoted to providing small businesses and their families with information on the practical economics of personal finance and planning for the futures. 1 Today, the median age of the readership is about forty-five. However, above one-third are in their thirties or younger and the age of management's targeted audience is now twenty-eight to forty-four. 2

The magazine was first titled The Kiplinger Magazine: Changing Times by the founder, Willard M. Kiplinger, who had successfully pioneered the business- forecasting newsletter, The Kiplinger Washington Letter ( 1923). The change of name to the present title occurred May 1949 by switching the word order to Changing Times: The Kiplinger Magazine. The magazine became available at the newsstands with the same issue.

The articles were mainly brief nontechnical reports on economic topics of interest to the small businessman and his family. Kiplinger's aim was to present the "changing times with an emphasis on the times ahead." 3 Kiplinger wanted his readers to have a better understanding of current business planning; he would help them to "look, think, and plan ahead." 4


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American Mass-Market Magazines
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