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KEEPING AHEAD OF THE TIMES
The fourth of four advertisements descriptive of The Ladies' Home Journal
When William H. Taft was Secretary of War,
an editor of The Ladies' Home Journal appeared
before him at a hearing on a question of national
policy. With good-natured reproach, Mr. Taft said:
"Because of your recent article in the Journal on this
subject, we have been flooded with thousands of
letters from all over the country. Almost all the
women I know have written to me including even
my mother and my wife"
The influence which the Journal exerts in
public affairs is an indication of its keenly up-to-date
appeal.
Primarily the Journal is a home paper.
But no home is a real home in which there is
not some thought of vital things outside the home
of great movements, of social change, of the relation
of the home to school, to business, to politics.
Just so, no publication which spoke only of the
three C's cooking, clothes and children could ap
peal completely to the modern home.
The Journal for many years has been in the van
of national progress.
It was the pioneer among magazines to fight
the patent medicine evil.
It led the fight for the preservation of Niagara
Falls.
It led in the abolishment of the common drink
ing cup.
Ten years ago it took up the question of a sane
and safe Fourth of July.
It first gave national impetus to the civic clean
up idea.
There are in the Journal regular departments
devoted to the girl who works.
There are articles advocating a broader influ
ence for the church discussions of the saloon o
public health of educational problems.
There is fiction on other subjects than love;
stories of business life and public interests.
The Queen of the Belgians selected The Ladies'
Home Journal as the one publication through which
to send a personal appeal to the women of America
for help for her stricken people.
Men of affairs, not ordinarily willing to appear
in print, recognize that the journal helps to shape
the thought of American women, and contribute
discussions of topics of national importance.
The President of the United States has just
selected the Journal as the vehicle for his endorse
ment of the first authoritative expression of the
memorial to be established for Mrs. Wilson.
Years ago The Ladies' Home Journal showed
the mistake of women's clubs devoting their time
to dabbling in literature and history, when in their
own cities were bitter local problems crying to be
studied and solved. Today we find most women's
clubs doing big, constructive work in their home
communities. And we find in the Journal a depart
ment officially endorsed by the General Federation
of Women's Clubs and containing each month an
inspirational message from Mrs. Percy V. Penny
backer, the President of the Federation.
"The Journal today," said its editor recently,
"sees actual light on the horizon of the present
'woman's movement,' and it intends henceforth to
take out of that movement those elements that
stand for actual progress and explain and advocate
them. The Journal will reflect the best of the new
tendencies and interests among women, so that the
mother of yesterday and the daughter of today
can both claim The Ladies' Home Journal as their
magazine, grafting on to the very best of yesterday
the very best of today."
The power of The Ladies' Home Journal is
derived from:
1. The prestige of 31 years of leadership.
2. Authoritative touch with every interest of
the home and family.
3. Direct service through a vast personal corre
spondence with its readers.
4. Brilliant interpretation of every new and
vital phase of modern life.
Thus are confidence and responsiveness bred.
The reputable manufacturer may share in these
through the advertising columns, which enjoy the
same prestige, the same authority, the same personal
relationship, the same ever-renewing vitality.
THE CURTIS PUBLISHING COMPANY, INDEPENDENCE SQUARE, PHILADELPHIA
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The Ladies' Home Journal
The Saturday Evening Post
The Country Gentleman
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