Jack and Jill

The Curtis Publishing Co. of Philadelphia, venerable, opulent, conservative, next week gets cautiously down on its hands and knees to play with the moppets of America: It issues the first monthly number of Jack and Jill for a predominantly illiterate public, children aged ten and under. Only addition to the roster of Curtis magazines since 1911 when the Country Gentleman was purchased, and latest product of the Curtis Co.'s ambition to service the American Family from top to bottom, the November issue of Jack and Jill (40,000 copies) runs to 48 seven-by-ten-inch pages, illustrated with single-color drawings, price 25-c-.

Jack and Jill, while a modern magazine for modern moppets, will not thrust aside the traditional Teddy-bear atmosphere and playroom gear of the child's World to reveal the razzle-dazzle streamlined machine age of rocketing Buck Rogers. Designed to tweak the curiosity of young readers or listeners will be stories giving a sound if rudimentary picture of the physical world and modern industry. Novel literary features include: vocational stories "appealing to the child's deep interest in the motorman, the fireman, the engineer, etc."; "Paper Tearing," a section "designed to satisfy a child's constant demand for nonsense"; and "How Big," a section illustrating the relative size of things: of for example, bears and small boys.

Editor of Jack and Jill is peppy, dark, bob-haired Ada Campbell Rose, mother of two--Donald, 11, Malcolm, 4. Colorado-born, graduating from Northwestern in 1923, she got a job with the Chicago firm of Scott, Foresman, textbook publishers, spent three years learning what children like to read. Wife of Donald G. Rose, Department of Agriculture agent, who she says "is not the least bit literary," Editor Rose is daughter-in-law of Philip Sheridan Rose, editor of Curtis' Country Gentle man.

Editor Rose, who diplomatically refers to her readers as "growing-ups," promises them good clean fun from "Sunrise to Sandman." Selected titles from table of contents for the November issue are: "Gloomy the Camel," a story; "Boo Boo, the Woods Boy," a picture story; "Helping Around the House," subtitled, "Do You?"

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