New Magazine

By TIME

New Magazine

The news would have hooted through Florence like a high wind, whipping the scarlet soutanes of cardinals up around their knees, blowing fear into the faces of swart gonfaloniers, and scuttling down lonely corridors to pry under the doors of gay and gracious gentlewomen -- whisk! up the coverlet, into the closet and out of the window . . .

EXPOSURE!

INTRIGUE! CONFESSION!

"We have received exclusive permission to publish in serial form

THE MEMOIRS OF BENVENUTO CELLINI

A Florentine Artist

WRITTEN BY HIMSELF.

There were no magazines in Florence in the early 16th Century; no yellow-faced Florentine Hearst issued those memoirs in his Sunday supplements, illustrated with pastels of perverted prelates and indiscrete marchesas "in the Italian manner". It remained for The Famous Story Magazine to publish the last three lines of that announcement last week in its first issue.

This magazine embodies an attempt to share the fat profits of the Golden Book, (TIME, Dec. 29) a publication which furnishes its readers with a monthly selection of stories, essays, poems, whatnot, reprinted from the works of classic and modern authors. About 75% of the material of the Golden Book is classic--25% culled second hand from the works of contemporary authors. The Famous Story Magazine bids for popularity by the simple process of inverting this formula.