Magazine content is available exclusively for TIME subscribers.The Press: Success in Fashions
Five years ago two young men on the editorial staff of Street & Smith, publishers of pulp-paper magazines, had an idea.
They would start a fashion magazine for schoolgirls and young women — a sort of junior Vogue. And they would call it Mademoiselle.
Street & Smith executives told Editors F. Orlin Tremaine and Desmond Hall to go ahead, hire an office, put out a few is sues : Street & Smith would pay the bills. Mademoiselle came out in February 1935. It was such a flop that Editor Tremaine gave up and went back to...
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