Price Cut

Proud was Editor Ray Long when Contributor Calvin Coolidge said to him of Cosmopolitan Magazine: "Yes, when you pay 35-c- for a magazine, that magazine takes on in your eyes the nature of a book, and you treat it accordingly" (TIME, March 18, 1929).

Proud were Cosmopolitan admen of the slogan, "The top million and a half" referring to the 1,588,438 readers who were able and willing to pay 35-c- for the magazine.

Last week Cosmopolitan relinquished claim to its Coolidge blurb if not its slogan by cutting the price of the book to 25-c-. Official reason: "We are influenced somewhat by the trend in industry toward superior production at lower cost."

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