GREAT MAGAZINES THAT DISAPPEARED

GREAT MAGAZINES THAT DISAPPEARED OR NEVER SURVIVED.

There was a head-hunter (executive search firm) in Chicago named Jack Baxter. His motto was "Jack Baxter Knows Advertising and Advertising Knows Jack Baxter". His consulting firm is long gone but I will never forget his waiting room.

There was a large table, in front of the comfortable leather chairs, carefully arranged with only magazines that were long gone and out-of-print. Of course you remember the original Colliers and Saturday Evening Post? Do you remember Blue Book, Argosy, Portfolio, Eros, Avant Gard, Moneysworth, Fact,  Show, Muse, Geo, and Flair - to name a few? I do not have a copy of Flair but I remember the cutouts, fold-outs, pop-ups, removable reproductions of artworks and paper stocks of different sizes.

FLAIR

Fleur Cowles, who created Flair, died at age 101 on June 5, 1909. According to the New York Times, "(she) rose from modest beginnings in New York to become a well-heeled friend of the powerful and famous and the creator of one of the most extravagant and innovative magazines ever published, Although there were just 12 issues of Flair, published from February 1950 to January 1951, the magazine caused a sensation and is still admired for its coverage of fashion, décor, travel, art, literature and other enthusiasms of Ms. Cowles’s. But Flair...was simply too expensive to produce, even though it sold for 50 cents a copy when Time and Life were selling for 20 cents."

GENTRY

Gentry, a fashion magazine for men, was also notable for its ambitious production tricks and inventive covers. Published through 1957, it sold for two dollars a copy. In 1952 the "Board Of Editors" included Alvin Lustig, a dynamic young American graphic designer.  In 1944 he became Director of Visual Research for Look Magazine. He also designed for Fortune, New Directions and the Girl Scouts Of America He went blind from diabetes in 1954 and died in 1955.

My copy contains an article by Albert Camus and a portfolio of fashions with fabric swatches carefully tipped on the page. "Farming For Horse Owners", an article on the advantages of growing one's own feed contains, tipped onto the page, a sample of plump, clean and nutritive oats ready for feeding to your horse.

An H.Freeman & Son (Hickey Freeman) Advertisement features a sports coat with a blend of rabbit's hair, Australian wool and Llama fibre. About $50.