Fortune (magazine)

Lore & Background

An urban legend says that art director Thomas Maitland Cleland mocked up the cover with the $1 price because no one had yet decided how much to charge; the magazine was printed before anyone realized it, and when people saw it for sale, they thought the magazine must really have worthwhile content. At a time when business publications were little more than numbers and statistics printed in black and white, Fortune was oversized (11" × 14"), using creamy heavy paper, full color throughout, and a high-quality cover printed by a special process. Leading graphic designers Leo Lionni and Will Burtin were among Fortune art directors in the 1950s and 1960s. The magazine was also noted for its color photography, featuring the work of Margaret Bourke-White, Ansel Adams, and others. During the Great Depression, the magazine developed a reputation for its social conscience and for a team of writers, including James Agee, Archibald MacLeish, John Kenneth Galbraith, and Alfred Kazin, hired specifically for their writing abilities. spun off from its corporate parent, Fortune launched its own website at Fortune.com.

Reader's Guide

Fortune's significance lies in its pioneering role as a high-quality, visually distinctive business magazine that elevated business journalism beyond dry statistics. Its long, in-depth feature articles and use of full-color photography set a new standard. During the Great Depression, Fortune gained a reputation for social conscience, hiring notable writers like James Agee and John Kenneth Galbraith. Its ownership changed from Time Inc. Fortune's legacy includes its influence on business reporting, its iconic design, and its role in Luce's media empire alongside Time, Life, and Sports Illustrated.

Did You Know?

• Fortune was originally intended to be titled 'Power' by Henry Luce.