Collier's

When William L. Chenery took over the editorship in 1925, Collier's began to show a new spirit. "The magazine evolved its stable and staple editorial formula consisting of a balance of politics, economics, amusement, sports, serials, and short stories" (Peterson, 137). This popular weekly was well-known for its brevity, a characteristic that appealed to mass audiences who looked to it as a source for information about the general state of public affairs. By the late 1920s, Collier's had come to concentrate on the serialization of novels. The magazine paid its contributors, spending about 8% of its total budget on features, short stories, and serials. This mass-circulation publication even got Franklin D. Roosevelt to agree to write a weekly column for an annual salary of $75,000. Aimed at a large popular audience, "the nation's weekly" was intent on serving the
mainstream public interest.

Collier's advertisements reflected its wide audience and its desire to be part and parcel of their daily lives. The popular weekly believed itself to be a version of middle America. Collier's and other general-interest magazines of its kind were responsible for providing access to mainstream consumer goods at reasonable prices. Cost was definitely a consideration for its readers, and the magazine was acutely aware of their economic situation. Liquor advertisements promoted cheaper brands, affordable for the common man who wished to bring some beverages along on his fishing expedition. Automobile advertisements stressed the value of the vehicle with regards to cost, Chevrolet was able to offer mass audiences low prices without compromising quality. Unlike advertisements in The New Yorker which hit upon the reader's buying power and their desire for luxury items, products here were depicted as props for a comfortable lifestyle.


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