Mothers' Guide

Publisher George Joseph Hecht of Parents' Magazine opened a safe in his Manhattan office one day last week, extracted a bulky sheaf of papers, handed it almost furtively to a trusted employe. If the bundle had contained gold Publisher Hecht would not have guarded it more zealously. It was a list of 50,000 mothers of pupils in more than 200 private and suburban schools in the New York metropolitan area. To those mothers Publisher Hecht sent the first monthly issue of his Metropolitan Mothers' Guide.

About the size of a theatre program with 34 pages, Mothers' Guide is intended "to tell the home the sort of things the school wants it to know." The first issue offers an article on cold-prevention, a directory of current after-school entertainment, an explanation of how best to conduct a child through the Metropolitan Museum of Art. juvenile fashion notes, "Education via Toys," etc.

Mothers' Guide is sent the mother "by courtesy" of her child's school. The school pays nothing to Publisher Hecht. But he gets for the magazine a high class circulation for which he charges an advertising rate of $395 a page. He alone knows all about the difficult job of persuading the schools to confide their lists to him for circulating the magazine. Every school received a written guarantee that the list would be used for no other purpose.

Editor of Mothers' Guide is Mrs. Clara Savage Littledale who edits also the highly successful Parents' Magazine. Parents' has climbed to 300,000 circulation, is completing its "best year financially."

This file is automatically generated by a robot program, so reader's discretion is required.