April 12, 2024
1935 AUGUST FORTUNE MAGAZINE
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AUGUST, 1935 FORTUNE MAGAZINE VOLUME XII, ISSUE NUMBER 2 CONDITION: OVERALL VERY GOOD CONDITION - SEE PHOTOS Inside this issue includes Chrysler, A Farm in Illinois, The Supreme Court Decision, The Fortune Award, and Philippine Gold. Fortune was founded by Henry Booth Luce in February 1930, four months after the Wall Street Crash of 1929 that marked the onset of the Great Depression. Briton Hadden, Luce's partner, wasn't enthusiastic about the idea as he thought that a magazine devoted to business would be boring and unmarketable, but Luce persisted and at a time when other dealmakers were cowering, Luce built Fortune magazine into one cornerstone of a media empire. Fortune's 184 bright, lavish pages debuted with 30,000 subscribers. Luce believed that most businessmen were stodgy, uncultured, and lacking a social conscience. The spate of trade periodicals available at the time attested to this. They were no more than facts and statistics printed in black and white, and the Wall Street Journal was hardly the comprehensive paper it is today. So Luce didn't hire MBAs or experienced economists to write his copy; he recruited young literary talent instead. Archibald MacLeish, John Kenneth Galbraith, and Alfred Kazin filled the pages of Fortune with flowing human interest articles that were brash, irreverent, and critical. Fortune's advertisements
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