Lumber (Fortune Magazine advertisement), 1937
Fortune revolutionized the business magazine when it first hit the newsstands after the stock market crash in February 1930. Despite its inauspicious timing, Fortune became an overnight success. The brainchild of Henry Luce, the co-publisher of Time Magazine, it was intended to be a “distinguished and de luxe publication” featuring heavy, 11 x 14” stock with lavish intaglio covers. Luce hired top designers like Joseph Bayer, Paolo Garretto and Fernand Leger for the famous “windowpane” covers, in addition to top journalists and photojournalists for in-depth articles and essays. Every page of Fortune was meant to be a work of art – and despite a steep price of $1, or around $15 today, it boasted nearly a half million subscribers in the depths of the Depression.
Cassandre, A. M.
11 x 14 inches (28 x 36 cm)