Holland’s Magazine was one of the most popular women’s magazines not only in Dallas, where it was published but throughout the country. The magazine came out in the 1870s and quickly became a godsend for many American women. Flipping through the pages of the new issue, women could find interesting fiction and scientific articles, learn new recipes for delicious dishes and get tips on home and garden improvements. The magazine also contained patterns that could be used to sew fashionable clothes and much more.
Holland’s Magazine also popularized social change. It influenced the passage of several bills, including the Texas Pure Food law. Learn more at dallaska.
History of creation
Holland’s Magazine, originally called Street’s Weekly, dates back to 1876. New issues were released every week. It was published by a company founded by Franklin Pierce Holland, also known as the publisher of the Farm and Ranch Magazine and who served as mayor of Dallas from 1895 to 1897.
He started publishing activities in a small two-room apartment in Austin, Texas. In the first few years, magazines did not bring any income, which prompted Franklin to relocate the business to Dallas.
The increased popularity of the magazine
He moved to a new city in 1885. The man worked hard, as he had to start all over again. For the first few months, Holland served as editor, performed office duties and worked in the warehouse. After a while, his efforts began to yield results, sales grew and circulation of magazines increased.
The magazine was renamed Holland’s Magazine in 1905. New issues began to come out every month. Franklin remained its president and his son Frank P. Holland Jr. served as vice president. Walter B. Whitman was appointed as the new editor.
The magazine published a variety of scientific articles and short stories by famous writers. It also included tips for home and garden care and different recipes from salads and canapés to cakes and desserts. About 40% of the pages were filled with advertising. Holland’s Magazine cost 10 cents and was more affordable than similar publications at the time. By the late 1920s, it had become so popular that it had the largest printing run among other magazines.
The role of Holland’s Magazine in the development of Dallas
The issues of the magazine contained calls to improve living conditions in Dallas. For example, it promoted a pure food law in Texas in 1906, which was adopted the following year.
In 1924, the magazine campaigned for the Texas Wildlife Protection act, which was passed in 1925. It also supported the creation of public recreation centers and social centers for the development of the population in small towns and rural communities. Beyond that, Holland’s Magazine sponsored the “cleanest city” and “beautification” contests.
The decline of the magazine
In 1926 the title of the magazine was changed to Holland’s: The Magazine of the South. After the death of Franklin Holland, the management was taken over by his wife, Mrs. Pamelia Allen. But she remained the president for no more than a year, and in May 1945, she was replaced by Brownlee O. Curry.
In 1952, the Holland family business was sold to Hugh Wolfe. The new owner sold the printing presses to a Chicago publisher. Because of the lack of the necessary equipment, Holland’s: The Magazine of the South could no longer be released in large circulation. It also kept losing its buyers. The last issue was published in December 1953 and it ceased to exist.