The Belles' Toll

Three magazines in extremis

As the old year flickered to an end, so did the vital signs of three gasping women's magazines, including the venerable American Home (circ. 2.25 million). In the past few years the 49-year-old magazine confused advertisers with numerous ownership and editorial changes, building up a current deficit of $5 million in the process. After the February issue American Home will be folded into Redbook by the owner of both, the Charter Co.

Ailing were WomenSports and Working Woman, two worthy attempts to further female self-awareness and success. Both claimed a circulation of 200,000, but neither came close to making money. Financier J. Jay Frankel filed a bankruptcy petition for Working Woman, which began publication 14 months ago, then promised refinancing and resuscitation for the magazine in 1978. WomenSports, founded by Tennis Queen Billie Jean King and Husband Larry in 1974, was bought by Charter two years ago. The Kings may now reclaim ownership and publish a less ambitious version, perhaps as a deliberately nonprofit venture under their Women's Sports Foundation.

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