Brave New World

From its first issue, six years ago, the magazine U.N. World was in the red, lost nearly a million dollars. It also veered briefly toward the red politically under its foreign-born editor, Louis Dolivet. He quit the magazine in 1950, after he had gone to Europe and been barred from reentry by the U.S. Government. Two years ago U.N. World got an overhauling by its new publisher, Roger S. Phillips, 31, scion of a wealthy Pennsylvania family (Phillips Gas & Oil Co.*). Phillips tried to make the magazine look less official (it was never connected with the U.N.), spruced it up with more pictures, brighter writing and worldwide coverage. But when U.N. World went on losing money, Publisher Phillips folded it.

Last week, in its place, he put out a new, 72-page monthly named World. With an expanded staff, Phillips hopes to abolish the "visionary" outlook of his old magazine, give as many as 150,000 readers (first printing: 82,000) solid information about international politics and business. The first issue has such articles as the "last message to the West" from Berlin's late Mayor Reuter, Italian Industrialist Adriano Olivetti's explanation of "How U.S. Aid Boomeranged in Italy," and regular departments on investment abroad, the United Nations, "What's Ahead," etc. The first issue of the new magazine was warmly greeted by the internationally minded Christian Science Monitor. Said the Monitor: World "promises to be world-minded without being softheaded, to be liberal without being left, to be distinguished without being stuffy."

-Not to be confused with Phillips Petroleum Co.

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