The Saturday Evening Post

Founded in 1728, The Saturday Evening Post is America's oldest magazine. Purchased in 1897 by Cyrus H. Curtis, The Saturday Evening Post rose to the coveted status of "America's Magazine" by showcasing the best American writers, artists and illustrators of the Twentieth Century. Curtis paid $1,000 for the magazine, which had origins back to 1728 and Benjamin Franklin's Pennsylvania Gazette. Starting with a handful of worn type, some paper, and a modest circulation of 2,000, he published the first issue under the imprint of Curtis Publishing and brought the magazine's circulation to more than a million by 1908. By 1960, the circulation had soared to over six million.

The magazine's success was no accident. Curtis's editor George Lorimer, succeeded in luring the top writers and most talented illustrators of the day, which fostered "America's Golden Age of Illustration". Artists including Norman Rockwell, J.C. Leyendecker, John Clymer, Stevan Dohanos, Sarah Stilwell-Weber, John LaGatta and dozens more gained their fame with The Saturday Evening Post.

The magazine continued to thrive through the Great Depression, World War II, the Baby Boom years and well into the 60's. In 1970, noted industrialist and entrepreneur Dr. Beurt SerVaas, with his wife and Publisher Dr. Cory SerVaas, revitalized The Saturday Evening Post, now published bi-monthly. The Curtis Publishing Company, under the dynamic leadership of Owner and CEO Joan SerVaas Durham, has evolved as an art licensing industry pacesetter.

Norman Rockwell

Norman Rockwell (1894-1978), the most famous of the Post's artists, began his association with the magazine in 1916. At the age of 22, he painted his first cover for The Saturday Evening Post. During his more than 50-year career with the Post, Rockwell contributed over 300 paintings. Famous for such endearing illustrations as "The Four Freedoms", "The Runaway", "Marbles Champion", and "Triple Self Portrait", Rockwell is still commonly revered as the best-known and most universally loved American artist.

J.C. Leyendecker

Rockwell's mentor, J.C. Leyendecker (1874-1951), was associated with the Post for over 40 years. Leyendecker was famous for his cover illustrations, including the creation of the first ever New Year's cherub, which appeared on Post covers from 1906 to 1943. Readers delighted in his distinct, sophisticated, art-deco illustrations. Leyendecker also created the Arrow Collar Man, one of the most famous advertising icons of the 20th century.

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