Organ of Integration

Not largest in circulation but the richest, most expensive, most comprehensive journal of the building profession is Architectural Forum. Last week TIME Inc., publishers of TIME and FORTUNE, announced it had bought a majority interest in Architectural Forum. Reasons: the several elements of the building world--architects, engineers, contractors, workmen, investors--are at last integrating a great single industry. Early advocate of that integration, Architectural Forum promises to be the leading chronicler of a revolution in Construction in the next decade.

The change in control of Architectural Forum occurred near its 40th birthday. The magazine was founded in 1892 as The Brickbuilder by the firm of Rogers & Manson which currently publishes it. It became Architectural Forum in 1916. In 1928 it was bought by National Trade Journals, Inc. reputedly for $1,000,000. The current building slump cost the magazine heavily in advertising. Year ago it was retrieved at receiver's sale by Rogers & Manson, headed by President Howard Myers. Editorially it lost nothing in the process.

One of the first to recognize that there is much more than esthetics to architecture, Architectural Forum gave emphasis to the social, economic, structural and financial aspects of the profession. Four years ago it began publishing each monthly issue in two sections, one devoted to design, the other to engineering & business. Notable are the magazine's quarterly reference numbers, each of which is a thoroughgoing text on such subjects as housing, libraries & museums, theatres, hospitals, schools et al.

The staff of Architectural Forum, with President Myers and Editor Kenneth Kingsley Stowell at its head, will remain unchanged. The magazine will continue publication from its own office in Manhattan's Daily News Building.

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