New FORTUNE

In their prospectus, the editors of the new magazine declared that they were taking on "the greatest journalistic assignment in history"--to mirror industrial civilization in ink and paper. They could hardly have picked a worse time. In the stormy winter of 1930 nobody could guarantee that either the civilization or the fledgling FORTUNE would long survive.

This week, after many fat and prosperous years, the October FORTUNE appeared in a new format and with a new assignment. "FORTUNE is no longer concerned, uniquely, with Civilization-as-a-whole," said the editorial directive that blue-printed this conversion. "FORTUNE has its own clear mission ... to assist in the successful development of American business enterprise at home and abroad."

As part of its reporting job, the "new" FORTUNE contained a lengthy "Business Roundup," designed to give readers a panorama of U.S. business in the past 30 days. The facts, figures and faces for the new monthly feature were researched by an expanded FORTUNE staff plus TIME Inc.'s news bureau.

There were also new departments on Law and Labor, and more and shorter articles; 6,000 words will now be the exception, not the standard length.

FORTUNE had also changed its logotype, simplified its makeup, adopted a new body type, and a clean-cut display face (Times roman) originally designed for the London Times by its eminent typographer, Stanley Morison.

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