Magazine Madness and/or Mania: Co-Ed, April 1964.

Published by Scholastic between 1959 and 1985, Co-Ed’s somewhat confusing tagline was “The High School Magazine For Homemakers and Career Girls”, which covers pretty much every group of young women except collegiate co-eds.

Co-Ed April 1944

The content isn’t all that different from the other teen mags of the era: recipes, fashion, readers’ letters, fiction. The supposedly “educational” thrust of the magazine’s mission can be seen in the reduced amount of advertising; instead, the companies get sneaky with the product placement, such as the hairstyle column sponsored by Toni and the beauty tips that all seem to involve Pond’s cold cream.

The articles include one on how to find a summer job, which gets an F for Effort: “If you do not find a summer job, remember that your efforts are not in vain if you have learned the techniques of job-hunting.”

Another article takes a peek at home economics behind the iron curtain (SEE WHAT I DID THERE!) at a Moscow high school. Co-ed’s editors clutch their collective pearls at the Russian’s teen’s assertion that she expects her husband to pitch in with the household chores:

Nearly all Soviet girls are of the same opinion. They have good reason for it. Women comprise 48 percent of all the people employed in the USSR. The have “taken away” professions from men, especially in the field of health protection and education. For equal work women receive equal pay and have the same opportunities as men to improve their education and skills. However, according to most people, to achieve complete equality of the sexes, women must be freed from some of the household chores in which they are now engaged.

Another article urges teens to invest in the booming mobile home market!

When you daydream about a home of your own, you probably envision a rose-covered cottage or a sleek split level. But the odds are high that your first home will be a mobile home! That’s what every tenth new home sold today is, and a large percentage of these mobile homes are bought by newlyweds.

There is even a quiz you can take to test your knowledge!

True or False? The “sociability” that is a part of many mobile homesparks can be pleasent if other residents are congenial.

Just make sure you don’t live next door to Divine and Mama Edie! (Or do, if that’s what you’re into, I guess.)

Let’s go to the Reader’s Letters. This month, they are weighing in on whether a college education is essential:

If one goes just because the crowd does or to find that “someone special” to marry, it is useless. The idea that one will get you a good job just because one goes to college is misleading.

Kathy Groppe, Washington, Mo.

As true today as it was 40 years ago. Although there may be hope for me yet, as I have heard there is a shortage of scholarship on television of the Kennedy-Johnson era.

Going to college is almost becoming a necessity. One surely cannot lose anything; he stands to gains great deal: social position, higher income, and, more important, the ability to better analyze life and its complexities.

Robert Ingalls, Montgomery, Ala.

I predict that Bob is going to smoke a lot of weed in the coming years.

[N]ot every man (and certainly not every woman) should go to college. We can’t become a nation of thinkers and no workers.

Jim O’Dwyer, Kansas City, Mo.

Jim: killed in Vietnam by his own troops.

Let’s take a look at some of the Ads

(Click to enlarge)

Ban

It’s that special time in your life, when you transform into a woman! From an anteater or a robot or whatever you were before.

Arrid

This ad is pretty racy for 1964. I think I figured out why Bob and Jim had a subscription to Co-ed. Also, that tagline: barf!

Angel Face Makeup

“Yikes, my horrible face-boils are the size of these decorative crepe-paper balls!”

Finally, as promised on the cover, full-color instructions on throwing a bridal shower for your friends who received “a ring by spring”. Look at all of the things you can frost, glaze, mold out of gelatin and make from space-aged powders!

April Shower

Hey! Wait a minute…

100_5836

…are those Cheez-Its in the salad? I give up. Go ahead, put Gummi Bears in tomato soup or Funyuns on a cake. This is why the Commies are winning the space race.

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8 Responses to Magazine Madness and/or Mania: Co-Ed, April 1964.

  1. msyingling says:

    Sadly, modern day Seventeen magazine is not much better. The vocabulary has changed, but it’s still a disturbing read. And after all, what are Cheez-its but slightly orange croutons? (That said, I’d love to read copies of this vintage magazine on rainy days!)

    • mondomolly says:

      The thing I noticed thumbing through Seventeen recently is that advertising seems to have replaced all of the actual content! The issues I have from the 1960s run several hundred pages and dozens of articles and multiple short-stories in each issue!

  2. Jen says:

    Does anyone know where 1975 issues can be purchased? I’m specifically looking for the October 1975 issue. Thanks!

    • mondomolly says:

      I’ve had luck finding back issues on Ebay- if you save a search you’ll receive updates when the item is listed. I’ve had a few cases where I was looking for a specific issue of a magazine, and it can take awhile but eventually it did turn up at a decent price!

      Etsy sometimes has vintage magazines and Joe’s Paper shack (http://www.tias.com/stores/joespaper/) has a huge inventory, although they tend to be pricey. Good luck!

  3. Pingback: For Girls Only Edited By Sylvie Schuman | Lost Classics of Teen Lit, 1939-1989

  4. Susan says:

    The idea of a high school magazine featuring bridal showers is scary. But that was not uncommon back then. In the Donna Parker book where Donna is a bridesmaid at age 14, the bride Bunny was 19 when she got engaged in the summer so would have been 19 or 20 at her spring wedding.

    • mondomolly says:

      Seventeen especially had TONS of wedding-based ads during this era. I remember when I was reading it in the the 90s, I thought it was weird when they tried focusing on college prep for a little while- all of my friends had moved on to stuff like Vogue and Glamour and Marie-Claire around age 15.

      • Susan says:

        Hope chest ads were very big in the 70s. Also ads saying that a man should spend two months’ salary on the engagement ring.

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