End of Country Home

There are dozens of magazines competing for the U. S. farmer's hard-earned dollar. Third in circulation this year was Crowell-Collier Publishing Co.'s Country Home, with 1,648,000 readers. (First was the newly-merged Farm Journal & Farmer's Wife with 2,475,000.) Selling to subscribers at 25-c- a year, Country Home had long struggled to break even. But in advertising revenues it was way behind: with "5,000 in the first nine months of 1939, it stood sixth on a list that Country Gentleman led with $1,839,000.

Last week Thomas Hambly Beck, Crowell-Collier's president, announced that with its December issue Country Home will quit. Said Publisher Beck: "Frankly, the game is not worth the candle, and we prefer to concentrate in more profitable and promising fields."

Another entry from Thomas Beck's stable meanwhile made news of a different color. To its staff of European correspondents Collier's added a cartoonist: brilliant, New Zealand-born David Low, political caricaturist for the London Evening Standard. Low will send Collier's a weekly drawing from London via radio.

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