All Dressed Up

Like a woman getting up her courage for a new hairdo, Collier's looked in the mirror--and decided to make some changes. The new Look and the Saturday Evening Post, smartened up by Editor Ben Hibbs, were proving far too attractive for Collier's comfort. This week, following an editorial shake-up (TIME, June 7), Collier's underwent a face-lifting and put on a new dress.

Under a new cover policy, the monkeys and gag cartoons that have been almost a Collier's trademark, are out. The redesigned cover will display action photographs in color; this week's shows a drum majorette doing a split in mid-air (see cut). The masthead has also been changed. Oscar Dystel, new managing editor, brought in a new art director, Tony Palazzo, from Coronet; a new men's fashion editor, Bert Bacharach; and a women's fashion editor, Mrs. Taube Coller Davis ("Tobe"), who runs a style advisory service for retailers. To pep up its fiction, Collier's now awards a $1,000 bonus to the author of each issue's "star story."

Lest the new look appear alarming, Editor Walter Davenport wrote a soothing message to advertisers that it was really the same old magazine. "We appear in this issue in new clothes," said he, "as all men and things must from time to time for the good of their souls." And, might have added, for the good of Collier's circulation.

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