The second volume to cover publishers and editors of American magazines in the early 20th-century, DLB Volume 137 traces the shift in magazine publishing from a mass-marketed, nationally circulated medium to a highly targeted, subject-specific medium. From the pulps of the 1920s to the skin magazines introduced in 1953, magazine genres introduced during this time were a reflection of American interests--rather than a leader of popular tastes. As the marketing of magazines evolved, the growing link between editorial content and ad content, ad/editorial ratios as well as changes in traditional distribution channels, all contributed to significant growth in circulation. Profiled in this volume are the publishers and editors of magazines founded in the latter part of the 19th century and those that originated between 1900 and 1960. 37 entries include: Whit Burnett, Margaret Cousins, Hugo Gernsback, Arnold Gingrich, Hugh Hefner, William D"Alton Mann, Herbert R. Mayes, Gorge Jean Nathan, DeWitt Wallace, and Lila Acheson Wallace.