LIFE [Rehearsal: a "Dummy" for the Week Ending Sept. 24, 1936]

New York: Time Inc., 1936. Vintage "Dummy No. 2," "Rehearsal: A 'Dummy' for the Week Ending Sept. 24, 1936," prospectus for LIFE magazine, housed in its original green untitled folder with "LIFE" printed in the magazine's iconic white sans-serif font on the inner pocket.

The second "Dummy" created for the newly proposed LIFE magazine, prepared for prospective advertisers and produced and distributed by Time Inc. two months prior to the November 23, 1936 publication of the magazine's premiere issue. Of note, the name LIFE is un-noted in the "Dummy," and found only on the pocket of the folder.

The prospective found here contains 23 articles (or photographic or illustrated essays), of which only one, "'Overweather' is TWA's Big New Word in Air Transport," appeared in the first issue. Other articles include one article on Josef Stalin, "The Communist Dictator as Communists MUST See Him," four articles on Adolf Hitler, "Hitler Speaks," "Lloyd George and Hitler," "Nürnberg, 1936," and "Hitler's Retreat," a five-page article on African American sharecroppers, "Cotton Pickin'," with photographs by Alfred Eisenstaedt, and a five-page article on photographer Paul Outerbridge, Jr., with five color photographs including two nudes (one full page), which would've almost certainly been deemed inappropriate for LIFE magazine in 1936.

One of the most important publications in the history of photojournalism, and arguably the most iconic magazine of the twentieth century, LIFE was one of the most popular magazines in the US from 1936 to the 1960s. LIFE premiered as a weekly publication on November 23, 1936 and ran until December 29, 1972, when it transitioned to only "special issues." In October, 1978, the magazine was relaunched as a monthly publication, until March 2000, when Time Inc. announced the publication of LIFE would end with its May 2000 issue. The magazine was briefly revived in 2004-2007 as a free weekly supplement to US newspapers, and still releases "special editions" for notable occasions and events.

10.75 x 14 inches, in saddle-stapled wrappers. About Near Fine, with starting to the binding, housed in a 11.5 x 14.5 inch Very Good green pocketed folder, with closed tears to the pocket and starting to the center fold.

[Book #171002]