Years 1936-1972 are indexed in Infobank and Readers' Guide to Periodical Literature. Years 1978-present are indexed in Magazine Index, Infobank, and Readers' Guide.
Life, 23 November 1936-29 December 1972; Life, October 1978-present.
Vol. 1-73, 23 November 1936-29 December 1972, weekly. Ten special issues, two each year, 1973-1977. Vol. 1, no. 1, October 1978-present.
Roy E. Larsen, 1936-1945; Andrew Heiskell, 1946-1960; Charles D. Jackson, 1960-1964; Jerome S. Hardy, 1964-1970; Garry Valk, 1970-1977; Charles A. Whittingham, 1978-1987; Elizabeth P. Valk, 1987-present.
John Shaw Billings, 1936-1944; Daniel Longwell, 1944-1946; Joseph J. Thorndike, 1946-1949; Edward K. Thompson, 1949-1961; George P. Hunt, 1961- 1969; Ralph Graves, 1969-1972; Philip B. Kunhardt, Jr., 1973-1982; Richard B. Stolley, 1982-1985; Judith Daniels, 1985-present.
7.5 million ( 1970); 1.6 million ( 1987).
Diana A. Chlebek
One of the so-called flagship magazines launched by the major publishing houses in the years following the Civil War, Lippincott's was an attractive, modestly successful magazine. Although it never achieved the stature of Harper's,* the major publishing-house magazine, Lippincott's is noteworthy for several reasons. Among these are the function it served within the history of the J. B. Lippincott Company, the quality of its writing, both fiction and nonfiction, and the tasteful appearance of the magazine.
In the mid- nineteenth century, publishing houses faced much the same dilemma they do today: some books prove profitable, others do not. At the time, publishing houses believed that a source of profit for their companies might well be the publication of magazines. Harper and Brothers was already issuing two successful magazines, and other publishers, including the Philadelphia firm J. B. Lippincott, decided to follow their lead. According to John Tebbel, the magazines served more than one purpose: "they could be used to advertise the books of the house that owned them, and serialization of a novel usually helped its hardcover sales." 1 Furthermore, the literary magazines provided authors with the