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Sunday, March 21, 2010

What's in a binding?

For the years that Victoria was originally published by Hearst, there was a phrase or group of words -- descriptive and indicative, I am sure, of the vision for that particular era of the magazine -- on the binding, or spine, of each issue. I would have to believe that these were the vision of the original editor of Victoria, Nancy Lindemeyer, perhaps in collaboration with then Director of Magazine Developement, John Mack Carter.

The very first of these was...

and those words said so much for the promise of what was to become one of the most beloved magazines of all time. The original magazines contained an insert bidding potential subscribers to give her a try.

"Victoria is a new magazine that explores the gracious side of living. Victoria is a beautiful combination of past and present.

Each issue will transport you back to an era of timeless charm, enduring quality, beauty and elegance. A showcase of women's heritage filled with beautiful homes and furnishings, romantic stories and gracious entertainment.

Come join us today... and add a touch of lace to your table... savor a sweetly scented potpourri... create a special occasion cake... plan outings and picnics... shop for anitiques. Do it all with Victoria as your guide. Now there's a fresh new approach to gracious living.

Victoria offers a breath of relief from this fast paced world. Even today's modern woman can identify with the sentiment and refinement of another era. Return to the loveliness of yesteryear.

Victoria focuses on the particular part of every woman's life that has special meaning. From now on everything you do will have that personal Victoria touch."

And on all these promises, Victoria more than delivered. I am so glad I have my original issues to which I can return as many times as I'd like. Return to loveliness, indeed.