Layout
of
Popular Mechanics (PM)

     Popular Mechanics had a very unique layout and design during the period between 1937 and 1939. The most interesting aspect of the magazine may have been its look on a newsstand or a coffee table. The magazine's dimensions were 6 1/2" x 9 1/8"; it was published at this size from very early on until 1973. This was much smaller than other magazines of the time. The distinctive size made it immediately recognizable and may have augmented its success.(1)

      Each issue of PM had a cover featuring a painting depicting some technological theme. The colors were usually very bright and vibrant to catch the eye of would-be purchasers. In large letters at the top of the cover was the title, "POPULAR MECHANICS MAGAZINE," announcing itself to the reader. Usually about mid-way down the cover on the right side the month and price(25 cents) were printed. The unique look of PM came to be a hallmark which was easily recognizable to its readers.(2)

      The second page of the magazine was home to the Table of Contents. Prominently displayed was a listing of the "Special Features" for that issue. These were the in-depth articles which supplied the meat of the magazine. One particularly noteworthy article would be highlighted in the area below this table of contents. Next to these descriptions, previews for three of the next issue's articles could be found.(2)

      In a column running down the right side of the page was a listing by subject of all the smaller articles contained in that issue. Topics for groupings included Auto, Planes, Farms and Gardens, Household, Radio and Electricity, Sports, etc. This column ran on the right side of the left page for the first few pages. After the listings stopped, the column continued with the Craftsman section followed by the Shop Notes area.(2)

      Everything I have described so far was included in the "A" section of the magazine. About the first seventy pages were numbered 1A,2A,3A... and so on. This A probably stood for advertisement because all the page space, except for the columns described earlier, was used for marketing. The advertising was suitably geared towards technology with many new gadgets being offered for sale. General Electric was a common sponsor, running full-page ads demonstrating the usefulness of electricity. Many everyday products were also advertised, however. Barbasol shaving cream had the vast majority of the ads on the first page during this time, for example. This helps to demonstrate the wide audience that PM reached. There were also many advertisements for training programs in the newly developing technical fields. Especially bountiful were displays for training in the field of radio.(2)

      The regular page numbers started after these first "A" pages. The page numbers carried between issues in a volume. The articles for the February 1938 issue started on page 161 as a result of this practice. There were usually between ten and fifteen Special Features in any given issue. In addition, well over 100 smaller articles could be found on the pages of Popular Mechanics. There were usually two or three of these smaller articles to a page. Following these articles there would be another "A" section, again full of advertisements. There were continuations of some articles wisely interspersed in this section to draw readers to the advertisements.(2)

      A typical issue of PM contained over 300 pages. There would be over 150 in the "A" series, and another 150 pages in the regular pages of the magazine. The layout of the publication was well-planned, maximizing the reading pleasure and advertising potential.(2)