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1927-28 catalogue offered much in the way of magazines

Bob Cox • Updated Feb 19, 2018 at 9:50 AM

I recently found, in the midst of my many filed collectables, a smallish 3-inch-by-6-inch, 24-page magazine catalogue with the title: "Season of 1927-1928, Bargains in Magazines, Lowest Prices, Subject Only to Publishers' Changes, Order Now, Real Values, Both for $3.00, T.J. Morrow, Appleton, Wisconsin."

The little publication introduced the term "Clubs" to the reader by explaining that on many of the pages were specially reduced prices, which publishers of the most popular magazines had authorized when two or more were purchased at the same times in a specially priced "Club."

They guaranteed that the prices were the lowest obtainable. All subscriptions were for one full year and could be either "New" or "Renewal" to begin with any month desired. The magazines in each "Club" could be sent to the same or different addresses, except where otherwise noted.

Other magazines could be added to the order by following directions on page 20. They were then instructed to place orders by following the directions on page 23: "Use This Money Saving Order Blank. Fill In and Mail Today."

One page offered Real Romance from a publication known as The Mentor. A one-year subscription was $4. Two years was $6. Pirates who actually lived were highlighted. Other people as famous and more respectable included Joan of Arc, Rembrandt, Milton, Dickens, Verdi, Liszt and many others.

The Mentor emphasized places the readers likely wanted to go such as India, Egypt, Paris, Peru, Japan, London and many others. Included were wonders of science and little-known stories about well-known people.

All the famous figures of history and romance were made real to readers. Included were the places they lived and the thoughts they cherished made plain to the reader in this wonderful magazine that mirrors the work of yesterday and the world of today and the one of tomorrow.

Pages 20, 21 and 22 were titled, "Select Your Own Magazines." The titles of 150 alphabetized magazines were displayed with two columns showing the "Price Alone" and the "Price in Club," the latter being at reduced cost.

The back page of the booklet advertised Collier's known as "The National Weekly." This highly read magazine could be purchased for one year, 52 issues at a cost of only $2.

A listing of 75 categories allowed the buyer to pick and choose his or her Clubs by selecting "Full Price" or "Our Price" for each. Some of them include "American Boy," "American Magazine," "American Magazine," "Woman's Home Companion," "American Mercury," "Arts and Decoration," Asis," "Atlantic Monthly," "Better Homes and Gardens,"...

"Bookman," "Boys' Life," "Century," "Child's Life," "Children," "The Magazine for Parents," "Christian Herald," "College Humor," "Collier's," "The National Weekly," "Cosmopolitan," "Country Gentleman," "Country Life," "Current History," "Delineator," "Etude Music Magazine," "Fashionable Dress," "Field and Stream," "Forest and Stream," "Forum," "Golden Book," "Garden & Home Builder," "Good Housekeeping,"...

"Harper's Bazaar," "Harper's Magazine," "Home and Garden," "House Beautiful," "Hygeia (The Health Magazine)," "International Studio," "John Martin's Book," "Judge," "Life," "Junior Home (Little Folks)," "Ladies' Home Journal," "McCall's Magazine," "McClure's," "Mentor," "Mid-Week Pictorial," "Modern "Priscilla," "Motion Picture Magazine," "Nature Magazine," "Open Road for Boys," "Pathfinder” and 23 others.

Noting the sheer number of magazines offered at "Full Price" and "Our Price," the smallish pamphlet was truly astounding. It may have been small in size, but it sold magazines all across this country and beyond.

Bob Cox may be reached at [email protected] or www.bcyesteryear.com.

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