Another for Ellmaker

Last week big, plump Publisher Lee Ellmaker walked into the barnlike plant of Woman's World on Chicago's West Side, went upstairs, signed a paper. When he walked out of the building he owned Woman's World, presses, name and building lease.

Last January Publisher Ellmaker parted company with Bernarr Macfadden, to whom he had sold his Philadelphia Daily News (and from whom he later bought it back), and bought Pictorial Review. Pictorial Review's circulation is concentrated in cities of 40,000 & up. By purchasing Woman's World he acquired a 1,100,000 circulation in cities of 40,000 & down.

Woman's World was founded in 1901, soon claimed the largest U. S. monthly distribution record (2,000,000) but never made money. It was finally taken over by the company which supplied its paper, sold in 1917 to the late Walter Webster Manning, who continued the policy of small-town appeal. Last year Publisher Manning died, leaving the magazine to his sons Conant and Gordon. Gordon Manning, who got his first publishing experience as business manager for the Princeton Tiger (1928-29), ran the advertising end in Manhattan. His brother directed the publication in Chicago.

Publisher Ellmaker, a shrewd economizer, will probably turn over to his Pictorial staff the editorial management of Woman's World.

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