This Week Magazine: The Rise and Fall of a Newspaper Supplement
In the golden age of American print media, the newspaper supplement served as a bridge between daily news and leisurely reading. One of the most prominent examples was This Week, a publication that evolved from a local Sunday magazine into a nationwide syndicated powerhouse. Its journey reflects the shifting tastes of the American public and the volatile economics of the publishing industry.
Foundation and Early Years
The origins of This Week trace back to the New York Herald Tribune Sunday Magazine. Under the direction of publisher Joseph P. Knapp, the publication underwent a strategic transformation: it was renamed This Week and began syndication—the process of selling the same content to multiple newspapers—starting on February 24, 1935.
The magazine was guided by Marie Mattingly "Missy" Meloney, who had edited the Herald Tribune's Sunday magazine since 1926. Professionally known as Mrs. William Brown Meloney, she established the publication's early identity. During these formative years, the editorial focus was heavily weighted toward fiction, featuring renowned authors such as P. G. Wodehouse, Pearl Buck, Erle Stanley Gardner, Sax Rohmer, and Bruce Catton.
Beyond storytelling, the magazine provided a platform for influential figures to discuss national affairs. Contributors included former President Herbert Hoover, as well as Richard Nixon, Adlai Stevenson II, and Nelson Rockefeller.
The Peak of Influence and Profitability
By 1942, the magazine underwent a structural shift to improve efficiency and appeal. The size was reduced, and the content balance was adjusted from a fiction-heavy 80% to a more balanced split of 52% articles and 48% fiction.
A pivotal change occurred in June 1943 when William I. Nichols became editor, coinciding with the passing of Meloney. Under Nichols' leadership, the magazine began turning a profit within a year. His strategy was rooted in a philosophy of avoiding controversy to maintain broad appeal, famously stating that "decency" and the avoidance of provocative content were the keys to mass-market success.
This approach paid off. By 1948, This Week surpassed American Weekly to become the leading American newspaper supplement in terms of advertising revenue. The publication continued to grow, eventually reaching its highest circulation levels by 1963.
The Decline and Final Closure
The decline of This Week began as it struggled to maintain its relevance in a changing media landscape. The magazine was eventually owned by the Publication Corporation, which merged with Crowell, Collier & Macmillan in January 1968. Despite the merger, the publication was already fighting for survival.
In an attempt to save the magazine, William Woestendiek—formerly of IBM's Think magazine and The Houston Post—was hired to revamp the editorial format. While executives noted that the editorial quality improved, the revamped product failed to attract readers.
By May 1969, the parent company began subsidizing the magazine in a desperate bid to restore circulation and advertising revenue by August 1. When these efforts failed, the company offered subscribing newspapers the chance to keep the supplement alive by paying approximately $5 per 1,000 copies. However, the response was insufficient.
Fred H. Stapleford, president and publisher of United Newspaper Corporation, announced that the final issue would be published on November 2, 1969. He noted that the magazine had simply outlasted its economic usefulness to advertisers and newspapers. Following the closure, the company pledged to help the 160 displaced employees find positions within other Crowell, Collier publications.
Key Facts
- Launch Date: February 24, 1935.
- Original Form: The New York Herald Tribune Sunday Magazine.
- Peak Circulation: Reached its zenith in 1963.
- Revenue Milestone: Became the top newspaper supplement for advertising revenue in 1948.
- Final Issue: November 2, 1969.
- Closing Circulation: Approximately 9.9 million across subscribing newspapers.
| Era | Key Leadership | Primary Focus/Strategy | Outcome |
|---|---|---|---|
| Early Years (1935+) | Marie Mattingly Meloney | High fiction content (up to 80%) and national affairs. | Established brand identity. |
| Growth Era (1943-1963) | William I. Nichols | Avoidance of controversy; balanced articles and fiction. | Record revenue and circulation. |
| Final Years (1968-1969) | William Woestendiek | Editorial revamp to modernize the product. | Economic failure and closure. |
Frequently Asked Questions
Who founded This Week magazine?
The magazine was established by publisher Joseph P. Knapp, who transitioned the New York Herald Tribune Sunday Magazine into the syndicated This Week in 1935.
How did William I. Nichols change the magazine's fortunes?
Nichols shifted the content away from controversy and toward "decency" and broad appeal, which helped the magazine become profitable and lead the industry in advertising revenue by 1948.
What was the content balance of the magazine during its peak?
While it originally contained up to 80% fiction, by 1942 it was adjusted to consist of 52% articles and 48% fiction.
Why did This Week eventually close?
Despite attempts to revamp the editorial content, the magazine lost its economic usefulness to advertisers and newspapers, and it could not secure the necessary circulation commitments to remain viable.
What happened to the employees after the closure?
The company pledged to make every effort to find the 160 employees jobs within other publications owned by Crowell, Collier.