This Week (magazine)

''This Week'' was a nationally syndicated Sunday magazine supplement that was included in American newspapers between 1935 and 1969. In the early 1950s, it accompanied 37 Sunday newspapers. A decade later, at its peak in 1963, ''This Week'' was distributed with the Sunday editions of 42 newspapers for a total circulation of 14.6 million.

When it went out of business in 1969 it was the oldest syndicated newspaper supplement in the United States.Henry Raymont
"This Week Magazine Ends Publication Nov. 2,"
''The New York Times,'' August 14, 1969, page 27. It was distributed with the ''Los Angeles Times'', ''The Dallas Morning News'', ''The Plain Dealer'' (Cleveland, Ohio), the ''Boston Herald'', and others. Magazine historian Phil Stephensen-Payne noted, "It grew from a circulation of four million in 1935 to nearly 12 million in 1957, far outstripping other fiction-carrying weeklies such as ''Collier's'', ''Liberty'' and even ''The Saturday Evening Post'' (all of which eventually folded)."

History

Foundation and early years

''This Week'' was being published as the ''New York Herald Tribune Sunday Magazine'' when publisher Joseph P. Knapp changed its name and began to syndicate it to other newspapers. The first issue appeared on February 24, 1935. The magazine's editor at the time was Marie Mattingly "Missy" Meloney, who used the professional name Mrs. William Brown Meloney;"The Press: Sunday Puncher"
''Time'', February 7, 1949. she had been editing the ''Herald Tribune's'' Sunday magazine since 1926."The Press: Herald Tribune's Lady"
''Time'', October 8, 1934. In ''The New York Times'', Henry Raymont wrote:

Peak

In 1942, ''This Week'' cut its size down and eliminated run-overs to back pages."Press: Different This Week"
''Time'', January 5, 1942. It also changed to including 52% articles and 48% fiction; at one time it had contained 80% fiction.

William I. Nichols became editor of the magazine in June 1943, just before the death of Meloney the same month,"The Press: This Week's Spirit,"
''Time'', June 14, 1943. and a year later the magazine started to turn a profit. In 1948, ''This Week'' surpassed the ''American Weekly'' as the American newspaper supplement with the largest advertising revenue. Nichols turned the financial fortunes of ''This Week'' around by "shun inganything controversial": "I'm neither pious nor preachy, but my first principle is success and ecencyhas paid off in success. You can bore a mass audience to death with acres of flesh. Why did burlesque die?" By 1963, ''This Week'' reached its highest circulation.

Demise

Later, ''This Week'' was owned by Publication Corporation, which was taken over by Crowell, Collier & Macmillan in a January 1968 merger, but the magazine was "already fighting for survival." William Woestendiek, former editor of IBM's ''Think'' magazine and former city editor of '' The Houston Post'', was brought in to revamp the editorial format. "We tried hard to turn out a better editorial product," an unnamed Crowell, Coller executive told ''The New York Times''. "We succeeded in doing it, but nobody wanted it."

The merged company "began to subsidize the magazine last May 969in the hope of restoring circulation, build advertising and make it a self-sustaining enterprise by Aug. 1." That effort was unsuccessful, and subscribing newspapers, with the then-total circulation of 9.9 million, were offered the opportunity to keep the supplement going by paying about $5 for each 1,000 copies. The attempt was fruitless, said Fred H. Stapleford, president and publisher of United Newspaper Corporation, and he announced that the last number would be issued on November 2, 1969. In a letter to the subscriber newspapers, he said:

I deeply regret having to advise you that the necessary circulation commitment cannot be attained. It is a pity that ''This Week'', so long a distinguished member of the newspaper family, evidently has outlasted its economic usefulness to newspapers and advertisers... We believe it would be foolhardy to continue publishing when all the vital signs are negative.

A memorandum to the 160 ''This Week'' employees pledged that "every effort would be made to find them jobs in other publications of Crowell, Collier, one of the nation's largest book publishing and educational business concerns."

Contributors

Cartoonists

The numerous cartoonists who contributed to ''This Week'' included Irwin Caplan, Dick Cavalli

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