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Cyrus Curtis is mentioned in the passage as someone who bought a failing newspaper and made it a successful product by ................. .
Publishers of magazines prior the 20th century had a single goal in mind — to provide good reading
material to the public. They were not at all concerned with making huge profits, probably because
they realised that it was not likely they ever would. Instead, publishers aimed to inform and to
influence the opinion of their readers. The attitude of publishers toward the use of advertising was
expressed in 1853 by the editor of Athenaeum in England. He felt it was his obligation, as far as
possible, to protect the public from "the wily arts of the insidious, advertiser". A reversal of this
attitude began during the 1880s and picked up momentum rapidly after World War I. Mass
industrialisation produced an ever-increasing volume of goods for the public to buy. A few
American and British publishers discovered that it was possible to increase circulation and to reduce
costs by accepting advertising. One of the most successful early exponents of this view was Cyrus
Curb's, the owner of Ladies' Home Journal. He bought the Saturday Evening Post in 1897, when it
was about to cease publication. Through the extensive use of advertising and good articles, he made
it a successful enterprise: By 1922, it had a circulation of more than 2 million. He, like many other
publishers since, realised that it was possible to sell the public to advertising while selling reading
material to the public.