The Southwestern Historical Quarterly, Volume 53, July 1949 - April, 1950 Page: 79
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The following letter is from Judge Edward Crane, a former
member of the board of regents of the University and a former
professor of law in the University. The judge now keeps fairly
closely to the confines of his home at 4005 Gaston Avenue, Dallas,
but he maintains a continuing interest in Texas history and
Texas letters. His communication is most worth-while in that
it may serve as an encouragement to members of the Association
to lend a hand in a further extension of the advertising section
of the Quarterly to outstanding Texas institutions. For the finan-
cial welfare of the Quarterly, the advertising should be about
doubled in extent. The office will be glad to discuss the matter
with members or with prospective advertisers.
In browsing through the January issue of the Southwestern His-
torical Quarterly, the illuminating quality of which warmed and
comforted me in my well insulated igloo as I viewed from my win-
dowed, grand-stand seat nature's recent brief and vivid portrayal of
the ice age, I was impressed, or rather depressed, by the lean and
hungry look, verging on emaciation, registered in the unhealthy pal-
lor of its advertising section. Of course even provincial I can under-
stand that a magazine should be properly streamlined, but it seems
to this crass amateur, whose knowledge of the problems of the mag-
azine business is as limited as that of a hog's in the realm of theology,
that the most finicky and exacting couturier in the broad field of
letters would not insist upon the publication's submitting to a
regimen that taboos tissue building vitamins of remunerative adver-
tising accounts which would be reflected in a skinny, unattractive
From the sixteen pages of advertising, which, according to my
count, are embraced in the last issue of the Quarterly and were taken
by sixteen individuals and institutions, I have concluded that, with
the probable exception of six (one of which, by the way, by the
Steck Company induced me to part with three and one-half simoleons
for Ralph W. Steen's excellent brief, up-to-date The Texas Story),
the payments therefor should be classed as donations from institu-
tions whose directing heads are members of and interested in the
welfare of The Texas State Historical Association. I imagine too, due
to its limited circulation, that advertising in the Quarterly cannot be
sold as a sound investment from which a satisfactory return could
be evidenced by the increase in the volume of sales occasioned there-
by. But I am wondering, in spite of this obvious handicap, if the
amount of advertising cannot be substantially augmented by enlisting
those who dispense largess for legitimate publicity and who, in the
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Texas State Historical Association. The Southwestern Historical Quarterly, Volume 53, July 1949 - April, 1950, periodical, 1950; Austin, Texas. (texashistory.unt.edu/ark:/67531/metapth101126/m1/97/: accessed April 23, 2017), University of North Texas Libraries, The Portal to Texas History, texashistory.unt.edu; crediting Texas State Historical Association.