The Smart Set - The End

The End

Hearst’s ownership of the magazine brought about an editorial focus on commercialism and superficial moral themes. As the magazine’s new editor, D’Utassey immediately reversed any artistic headway that Mencken and Nathan established in the pages of the magazine and changed the subtitle to “True Stories from Real Life.” Under D’Utassey the magazine veered away from unconventional literature and satire and although (or perhaps because) the content changed Hearst’s ownership led to huge profits and in 1925 circulation grew to 250,000. In 1929 the magazine merged with Hearst’s newly acquired McClure's to form The New Smart Set under the editorship of Margaret Sangster. Under Sangster, the magazine became a publication targeted towards young women and attained the new subtitle: The Young Woman’s Magazine. However, 1929 also brought on the Wall Street crash and The Smart Set (or The New Smart Set), unable to grapple with the economic slump, terminated its publication in June 1930.