Magazines in both pocket and women's sizes.
Good Housekeeping, Better Homes and Gardens, Family Circle, Ladies' Home Journal, and Woman's Day are a few examples of women's publications that managed to endure the struggle for national advertising dollars. Smaller in size, these magazines relied more on supermarket sales than on pricey mail-delivered memberships (like Life and Look). The two most well-known publications, TV Guide and Reader's Digest, however, benefited from not only supermarket sales but also from their huge circulations (twice that of Life), pocket-sized design, and low photo expenditures. A new era of specialization began with the demise of the Saturday Evening Post, Look, and Life as enormous general-audience weeklies.
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