The Press: St. Nicholas to Woolworth's

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Handsome, white-haired Vertie Coyne, onetime director of the St. Nicholas League, remains as editor of the magazine. Editorial director is 35-year-old Samuel Holt McAloney, who handled the negotiations that put St. Nicholas in Woolworth's. Director McAloney, a native of Boulder, Mont., was advertising manager of THE MARCH OF TIME, circulation manager of Story, promotion manager of The Literary Digest before he went to The Grade Teacher as managing editor last March.

Print order for the, new St. Nicholas jumped to more than 55,000, of which 33,000 was for Woolworth, the rest for subscribers. If as many as two-thirds of Woolworth's 1,185 U. S. stores decide to sell the magazine (store managers order what they please) its circulation might reach 200,000 in the next few months. Even so, it would be well behind Boy's Life and The American Boy-Youth's Companion, which lead the children's journals today with over 300,000 readers apiece.