Of the countless imitators of Life, many were American, such as Focus, Peek, Foto, and two of longer duration, Pic (1937–48) and Click (1938–44). Best known was Look (1937–71; briefly revived 1979), a popular biweekly. It was founded by Gardner Cowles, Jr., who also started Quick (1949–53), a miniature magazine. Britain had two news picture magazines, Picture Post (1938–57), which acquired much prestige through its social conscience, and Illustrated (1939–58); their place was taken to some extent by the Sunday colour supplements. The French Paris-Match (founded 1949), exceptionally well-produced and well-supplied with photographers, gained preeminence throughout Europe; while West Germany produced Stern (founded 1948), a glossy blend of light and serious material, and Italy, where magazines are read more than newspapers, produced Oggi Illustrato (founded 1945), thriving on not-too-sensational disclosures, and the elegant Epoca (founded 1950). Magazines similar to Life appeared in a number of other countries, such as Cruzeiro (founded about 1908) in Brazil and Perspektywy (founded 1969) in Poland, and still more that follow the style of Look, such as Manchete Esportiva (founded 1952) in Brazil, Caretas (founded 1950) in Peru, or the Australian Pix–People. Digests and pocket magazines Reader’s Digest magazine
The need for concise reading matter, so well met by Time and Life, was met even more successfully, in terms of circulation, by an American magazine that reprinted in condensed form articles from other periodicals. This was the pocket-size Reader’s Digest, founded in 1922 by DeWitt Wallace.
Its forerunners in the United States were the Literary Digest (1890–1938), started by two former Lutheran ministers, Isaac K. Funk and Adam W. Wagnalls; the Review of Reviews (1890–1937), founded by Albert Shaw to condense material about world affairs; and Frank Munsey’s Scrap Book (1906–12), “a granary for the gleanings of literature.” The Literary Digest, in particular, with a circulation of more than 1,000,000 in the early 1920s, was something of an American institution. Its famous straw votes successfully predicted the result of the presidential elections after 1920, and its highly publicized wrong prediction of the outcome of the 1936 election played a decisive part in its collapse. Reader’s Digest, however, was more specific in content and more universal in appeal. It aimed to supply “An article a day from leading magazines in condensed, permanent, booklet form.” Each article, moreover, satisfied three criteria: “applicability” (it had to be of concern to the average reader); “lasting interest” (it had to be readable a year later); and “constructiveness” (it had to be on the side of optimism and good works).
After three years’ preparation, Wallace began to produce the magazine (first issue February 1922) from a basement office in New York City. After a year, subscriptions were running at about 7,000. In 1939, when circulation had reached 3,000,000, Reader’s Digest moved into large premises at nearby Chappaqua. Until 1930 it was produced entirely by amateurs. Condensed books began to be added at the end of the magazine in 1934, and from this grew the Reader’s Digest Condensed Book Club, with 2,500,000 members four years later. Overseas editions were started in 1939 (British), and foreign-language editions in 1940 (Spanish), others being steadily added over the following 10 years. In the late 1980s, Reader’s Digest had one of the largest circulations of any magazine in the world.
This success was not achieved entirely without setbacks and criticism. At first, permission to reprint was easy to obtain and was without charge; but after a while, and especially after competitors entered the field and sometimes reprinted without permission, magazines began to regard the digests as parasitic. Payments were required, which rose steadily, and the major proprietors withheld their permission at various times. To guard against this and because articles of the sort he wanted were in short supply, Wallace began to print original material in the Digest in 1933. To keep up the appearance of a digest, articles were commissioned and then offered to other magazines in exchange for the right to “condense” and reprint them. Such articles, “cooperatively planned” according to the Digest, “planted” according to critics, were naturally welcome to many magazines with slender budgets, but they did lead to controversy. In 1944 The New Yorker, fearing that Reader’s Digest was generating too big a fraction of magazine articles in the United States, attacked the system as “a threat to the free flow of ideas and to the independent spirit”; but, in the more general view, the matter was regarded as a private one for the parties concerned. Internationally, too, the Digest was attacked by some after World War II for its part in “American cultural imperialism”; but it has continued to find favour with the magazine public.
The digest idea was soon taken up by others, often in direct competition but also in more limited areas, such as Science Digest, Catholic Digest, Negro Digest, and Children’s Digest. There was also a Cartoon Digest (1939), an Editorial Digest (1947), and a Column Digest (1949). Most of the general digests used original articles, since competition for the limited amount of highly popular reprinted material became too keen, and Reader’s Digest, as first in the field, was always able to outbid its competitors. One of the more successful was Magazine Digest (founded 1930), which was based in Canada and contained a good deal of scientific and technical matter. One that tried a new formula, based on timeliness and a liberal slant, was Reader’s Scope (1943–48). The most successful book digest was probably Omnibook (1938–57), each issue of which contained abridgments of several popular works of fiction and nonfiction. The digests originally carried no advertising, but after World War II they were gradually driven to it by rising costs. One of the last to capitulate was Reader’s Digest in 1955; the proportion of advertising was restricted, however, to 20 percent. Types of pocket magazines