American Mass-Market Magazines

By Alan Nourie; Barbara Nourie | Go to book overview

February 1920; Herbert Kaufman, March 1920-March 1927; Arthur McKeogh, July 1926-March 1927; James R. Quirk, July 1928-March 1929.


CIRCULATION

250,000 (1896).

Diana A. Chlebek

MECHANIX ILLUSTRATED. See HOME MECHANIX


MODERN MATURITY

The October-November (1988) issue of Modern Maturity proclaims its "new leadership role as the nation's largest circulation magazine." And, indeed, if it has not already surpassed TV Guide* and Reader's Digest,* it may soon do so. Each member of the AARP (American Association of Retired Persons) receives six issues of Modern Maturity, a bimonthly magazine, each year. Spouses of AARP members are also automatically members, and the demographics supplied by the U.S. Census Bureau indicate that "senior" citizens are a rapidly increasing percentage of the total population. Originally aimed at the sixty-five and over group, Modern Maturity has more recently aimed successfully at the fifty-five-plus group and has been courting those over fifty since 1983. Applications pour in at the rate of as many as 8,000 a day, in many cases because of the attractive discounts on many goods and services available to members. 1 In 1984 Modern Maturity national sales manager Peter Hanson estimated the fifty and over age group as representing 61 million consumers, a number that will reach 76 million by the year 2000, a 25 percent jump when the total population increase is projected at only 14 percent by the same year. He further noted that this age group buys 43 percent of all new domestic cars and 25 percent of all cosmetic and bath products. 2

How gratified the founder of the National Retired Teachers Association (NRTA) as well as of the AARP would be! In 1947, having retired in 1944 after forty-one years of teaching, Ethel Percy Andrus founded the NRTA, and in 1950 she established the NRTA Journal. In 1954 she brought to fruition the first retirement residence for teachers, Grey Gables, and in 1958 she founded the AARP as well as its journal, Modern Maturity. Because of Dr. Andrus, the Acacias Nursing Home became a reality in 1959, and in 1967 the Andrus Apartments for convalescents were added to the existing facilities, both of which are in Ojai, California. In 1961 she had founded the Retirement Research and Welfare Association; in 1963, the Association of Retired Persons International; and in 1963, the Institute of Lifetime Learning. Dr. Andrus died in 1967. 3

-252-

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American Mass-Market Magazines
Table of contents

Table of contents

  • Title Page iii
  • Contents v
  • A 3
  • The American Farmer 3
  • American Heritage 7
  • American Magazine and Historical Chronicle 12
  • American Mercury 13
  • The American Whig Review 18
  • Argosy 29
  • Atlantic Monthly 32
  • C 47
  • Changing Times 47
  • The Columbian Lady's and Gentleman's Magazine 58
  • Cosmopolitan 78
  • Crawdaddy 88
  • D 95
  • Debow's Review 95
  • E 103
  • F 119
  • G 131
  • H 149
  • Health 152
  • High Times 161
  • Home Mechanix 165
  • Horizon 170
  • I 177
  • K the Kiplinger Magazine. See Changing Times 181
  • L 193
  • Liberty 195
  • Life 207
  • Lippincott's Magazine 213
  • Littell's Living Age 222
  • Look 225
  • M 235
  • Mcclure's Magazine 247
  • N 271
  • National Police Gazette 284
  • Niles' Weekly Register 329
  • O 341
  • P/Q 349
  • Parade 349
  • People Weekly 359
  • Playboy 367
  • Playgirl 375
  • Popular Science: the What's New Magazine 385
  • Prevention Magazine 399
  • Psychology Today 404
  • R 419
  • Reader's Digest 425
  • Rolling Stone 442
  • S 445
  • Saturday Review 452
  • Scribner's Magazine 458
  • The Smart Set 467
  • Smithsonian 474
  • Sunset 479
  • T 491
  • Travel-Holiday 507
  • True Story 510
  • Tv Guide 519
  • U 529
  • Usa Weekend 531
  • U.S. News and World Report 534
  • V 547
  • Vanity Fair 547
  • Village Voice 551
  • Vogue 556
  • W 561
  • Index 585
  • Contributors 605
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