The Press: The Post Lifts a Glass

Through its 61-year history as the Curtis Publishing Co.'s teetotaling companion of U.S. families, the Saturday Evening Post (circ. 5,731,138) has barred editorial approval of drinking in any form, and flatly banned liquor advertising. So set against rum was Satevepost Editor George Horace Lorimer (1899-1936) that he once ordered the glasses brushed out of a story illustration of a cocktail party, leaving the pictured guests with their poised hands mystifyingly upraised. More tolerant under Editor Ben Hibbs, the Post nevertheless sought no business from the nation's third largest (after automotive, food) advertiser. Even after Curtis' own Holiday cut itself into the $160 million a year that the alcoholic beverage industry spends peddling its wares, the Post righteously held back.

Last week the Post came to the public conclusion that magazine morality no longer demands a ban on booze. Starting with the Oct. 4 issue, it will accept liquor advertising. Said Curtis President Robert MacNeal: "The change in policy is deemed to be appropriate at this time and compatible with the viewpoint of the vast majority of [the Post's'] present and potential audience." Annual revenue increase for the magazine could be in the millions, a big boost for a magazine whose income from advertising during the first half of this year was down $3,570,337 (to $43,264,312) from the same period of 1957.