Cyrus Curtis’ publications – the ‘Ladies Home Journal’ and the ‘Saturday Evening Post’ led to the emergence of middle-class culture, give definition to women as purchasers and decision makers and pioneered techniques in advertising and marketing in the early 20th century. In 1904, the ‘ Ladies Home Journal ‘ became the first magazine ever to get to the circulation of over 1 million copies. More than 7500 magazines were started between 1885 and 1905 and half of them failed. Cyrus Curtis was the first to innovate in colour printing and to use two-, three –, four – colour printing. At one time his empire carried 40% of advertising expenditure for all magazines in the US. Curtis allowed content to be a means for target marketing.