Mass Market

• NY Daily News 1919 by Joseph Patterson - tabloid format - 60% pictures - new emphasis on the celebrity
  
• National Geographic since 1888 - 1st color pictures 1910
• True Story by Bernarr MacFadden 1919 became largest newsstand seller, from 300,000 in 1923 to 2m in 1926
  
• Reader's Digest 1922 by DeWitt Wallace - largest circulation - 1 article per day of enduring value and interest in compact form
• Henry Luce magazine empire of Time 1922, Fortune 1929, Life 1936
  
• Newsweek 1933 by Time editor Thomas Martin, sold to Katharine Graham 1961 and surpassed Time in revenue
• U.S. News 1933 by David Lawrence

Advertising

• large agencies such as N.W. Ayer 1869, Lord & Thomas 1892, lead advertising growth from $1.5b in 1918 to $3.4b in 1929
  
• cellophane 1923 by Dupont for cigarette and perfume packaging
• Listerine promoted by J. Walter Thompson as more than a mouthwash - from sales of $100,000 in 1920 to $4m in 1927
  
• Piggly Wiggly 1916 by Clarence Saunders in Memphis as the 1st self-service supermarket with turnstile and checkout cashiers, for the woman shopper, 2500 stores by 1929
• Family Circle 1932 given away free in Piggly Wigglys
• Woman's Day 1937 by A&P chain store

Women

• Ladies' Home Journal 1879 by Cyrus Curtis, by 1920 had 2m circulation and $1m annual ad revenue, most valuable magazine, 35 editors answered letters
• muckraking McClure's, inspirational Saturday Evening Post
• Women's Home Companion by Gertrude Battles Lane until 1957 for the intelligent woman who wants to do less housework
• Hearst bought Cosmopolitan 1905, Good Housekeeping 1911
• Better Homes and Garden 1922 by Edwin Meredith became leading monthly with 8m circulation, bought LHJ 1978

Art Deco

• modernistic, optical simplicity, linear and geometric, optical simplicity
  
• 1908 book by Paul Iribe, Dresses by Paul Poiret, emphasized simplified, loose-fitting clothes producing a tubular, elongated look - book produced with "pochoir" process that separated colors for stencil application producing deeper and richer tones - Iribe would design for Poiret's dresses, Coco Chanel's geometric jewelry for the masses, DeMille's Ten Commandments
  
• 1909 performance in Paris of Ballets Russes by Serge Diaghilev - exotic, opulent, costumes by Picasso, choreography by Nijinsky, music by Igor Stravinsky - Scheherzade dresses with long waist, flowing clinging fabric, light and sensuous
  
• 1913 Conde Nast changes Vogue and Vanity Fair with new art, fashions, colors - followed by Hearst's Harper's Bazaar with covers by Erte
  
• 1925 Paris Exposition of Modern Decorative and Industrial Arts
  
• worldwide influence - Shiseido cosmetics in Japan
  
• streamlining of products by Raymond Loewy
• declined in late 1930's with rise of photography