Mr. Curtis became the owner of the paper, and sent a young man in his establishment with a wagon to the printing office to bring away the battered type, and as soon as it arrived, that week’s issue was printed, so as to save the right to the title by continuous publication.
At this time the subscription list was about two thousand and soon as Mr. Curtis improved the paper these few subscribers cancelled their subscriptions, when it was learned that the new owner had in fact purchased only the title and name of Benjamin Franklin.
The outlook for the future for this new venture was so gloomy that men in his employ called it “the singed cat.”
Mr. Curtis selected George Horace Lorimer, of Boston, as the editor and he got behind him, even in the face of the most discouraging criticism, but neither Mr. Curtis nor Mr. Lorimer ever for a single moment doubted that the project would make good. A half million dollars were spent upon advertising the periodical, and at one time the loss totalled nearly a million dollars, but during all this period there was being developed just the kind of a paper that Mr. Curtis wanted The Saturday Evening Post to be.
Then the circulation grew and when it reached five hundred thousand copies the advertisers began to use its pages, and Mr. Curtis had now put into the paper a million and a quarter dollars. Then the paper appeared with a “circulation of one million copies” printed on the cover, and the fight was won.
The circulation is now in excess of two million, and is, without a doubt, the greatest publication in the history of journalism.
The Curtis Publishing Company publish The Ladies Home Journal, The Saturday Evening Post, The Country Gentleman, The Public Ledger and The Evening Public Ledger and the output of this plant is six hundred and fifty thousand complete magazines, each working day, and all this in addition to seventy-three million newspapers each year.
More than one hundred railroad cars each month are required to circulate the magazines, as the Ladies Home Journal goes to one out of every ten women in the United States and The Saturday Evening Post goes into more than one out of every ten homes in this country. Such is the story of not only Pennsylvania’s oldest and best magazine, but the largest and most successful in the world.