15-Cent Journal

Curtis Publishing Co. last week reported on the year's most closely watched experiment in magazine publishing: the new 15-c-price of Ladies' Home Journal. Some observers had predicted that the increase would cut its sales by 20% to 30%. On the contrary, newsstand buyers took it like lambs: sale of the February issue slipped not more than 5%. (Actual sales were up 10% over the previous 10-c- issue. But February normally shows a gain of 15% over January, hence the 5% net loss.)

Meanwhile Liberty (5-c-) is testing a 10-c- price in four cities, while in twelve cities Good Housekeeping (25-c-) and Cosmopolitan (25-c-) are trying prices of 30-c-.

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