Magazine Madness and/or Mania: Co-Ed, May 1963

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.

Distributed to high school students (who could purchase a subscription for $2.00 if they wished to continue to receive it after they graduate!), its ostensible academic-bent is mostly seen in the reduced amount of advertising (and in some issues, increased amount of paid product placement). This issue is timed for the end of the 1963 school year, but is disappointingly mostly articles about selecting economical luggage and efficiently packing said luggage. There is even a quiz:

“Genuine Leather” indicates

a. “top-grain” leather
b. any cut of leather below top-grain

Wise choices for train travel would be

a. steamer trunk and zipper bag
b. Pullman case and a train case

True/False: The best type of vacation is completely unplanned.

But where should we travel? How about a college tour to glamorous ITHACA, NEW YORK!

(click all to enlarge)

There is a besides Home Economics?????

Also that guy with the pipe has composed some free verse he’s dying to read to you ladies.

Or maybe we’ll travel to The Exhibition Hall of Union Dime Savings Bank at Avenue of the Americas and 40th Street, New York City, site of the 1963 Scholastic Art Awards:

Actually, considering that Hallmark Cards, Inc. is sponsoring this thing, that is pretty modern.

Now really! That’s just encouraging Beatnikism.

Paging right along, we come to Co-Ed’s Co-Ed of the month, winner of the America’s Junior Miss pageant from Louisville, Kentucky, Diane…

WAIT, Diane Sawyer-Diane Sawyer?

She quoted from the Gettysburg Address and sang parts of the Battle Hymn of the Republic with organ accompaniment.

Have to admit: kind of disappointed she didn’t do a ventriloquism act.

There is an advice to the lovelorn column written by the hilariously-named Gay Head, who will tell you why your romantic problems are all your fault:

Is it the boy you want to get back- or is it your self-esteem? It’s a terrible blow to lose an attractive boy. And to lose him to one’s best friend is just about the end.

Perhaps there is nothing the matter with you at all. These boys may suddenly and simultaneously feel that although you are great, so is the competition.

First, stop the solitary knitting and reading.

There is also “Jam Session” a forum for teens to “sound off” about controversial topics. This month, it’s On Appropriate Dress For School.

Let’s hear from the girls first:

I think wearing slacks to school is quite all right. On days when it is cold out, I think this is sensible.

-Jeri Ottman, Minok, Ill.

I think it is all right for a girl to tease her hair if she knows how to do it right. But please don’t overdo it.

-Helen Kruck, Mercer, Pa.

I do not believe school policy should control the code of dress for students. The matter can be handled by the students or each family.

-Gail Robbins, Abilene, Tex.

So…. sensible! Let’s hear what the dudes have to say:

I feel the proper dress for school should be white shirt, tie and sports jacket for boys, uniforms for girls.

– William J. George , Malone, NY

A girl’s outfit should match her own personality and taste. Colors that bring out outstanding features of the face can be worn. Colors that don’t match should never be worn.

– Lance Sartain, Danielsville, Ga.

If a girl thinks she looks good in an elaborate hairdo and messy makeup, than this is what she should wear.

– Richard Farwell, Wilmington, Del.

I think girls should not wear slacks to school because it makes them look as if they are going on a picnic.

– Joe Selesky, Romeo, Mich.

Sitting on the GROUND, eating SANDWICHES??????

It’s like I am watching Women’s Lib being born before my very eyes.

Let’s look at some ads: 

Fully 90% of the ads this month are for acne treatments.  Also I’m fully convinced that 90% of the population was playing electric organs 90% of the time for 90% of the entire decade.

Yeah…. I’d still wear these.

And finally, we have a young lady looking very startled by sanitary napkins. Maybe Kimberly Clark marketed them by chucking them out of car windows at unsuspecting teens?

This entry was posted in Magazines and tagged , , . Bookmark the permalink.

28 Responses to Magazine Madness and/or Mania: Co-Ed, May 1963

  1. Susan says:

    I got a few copies of Co-Ed in my home ec class in the mid-70s. A while back I bought some on ebay for nostalgia. The fashions had changed a lot since 1963 🙂 .
    The school I went to didn’t allow girls to wear pants until 1970!

  2. Sylvia says:

    I had forgotten all about Co-Ed! I used to get it in the late 70s. Looking back, my only remaining impression is lots of shampoo ads. Especially for “Gee, Your Hair Smells Terrific”.

    • mondomolly says:

      It is definitely lacking in True Secrets Of Teen Idols, attempting to inspire teens to loftier goals, like correctly packing a reasonably-priced suitcase 😉

      Thanks for commenting!

      • Susan says:

        Definitely shampoo ads! The Vermont Country Store still sells “Lemon Up” and “Body on Tap.” For a while they had “Gee Your Hair Smells Terrific.” And they also had a version of the original green Clairol Herbal Essence, but they didn’t have permission from Clairol to call it that. I think if Clairol brought that back as a special nostalgia thing, it would do really well.

        • mondomolly says:

          I’m been thinking about buying Lemon Up from the Vermont Country Store!

          • Susan says:

            I never used it, but my sister did and I’ve sniffed it when I’ve visited the Vermont Country Store 🙂 . (It is a real place and worth a visit if you’re up that way — actually they have two stores, in Weston, which is the original, and in Rockingham.) The “Gee Your Hair Smells Terrific” scent was a perfect match and about the most nostalgic scent I’ve ever experienced! So you’d probably enjoy “Lemon Up.” I think the most-used shampoo of my teenage years was “Long and Silky.” I don’t remember it having a distinctive scent, but they had great ads. Johnson’s Baby Shampoo also advertised heavily in teen magazines at that time.

  3. Uly says:

    If a girl thinks she looks good in an elaborate hairdo and messy makeup, than this is what she should wear.

    Gee, thanks, Richard….

    • mondomolly says:

      RIGHT??? Methinks Richard should concentrate on ironing perfect creases into his jockey shorts and stop worrying about his classmates ratted hair 😉

  4. ninyabruja says:

    I remember the scholastic book club selling dynamite and bananas magazines in the late 70s/early 80s when I was in grade school/Jr. high, but not this.

  5. Susan says:

    I got “Teen” magazine for about five years in the 70s. There was also one called “American Girl” that was published by the Girl Scouts, but I only saw that at the library, even though I was a Girl Scout. (Google takes you to the later American Girl magazine published by the doll company.)

    • mondomolly says:

      I had some old issues of American Girl at some point- they really seemed to focus a lot on short fiction in the 60s and 70s which was neat (some of the stories were reprinted in the short story collections I’ve reviewed here and they’re usually pretty good)

      • Susan says:

        Your mention of Gay Head above reminded me to look for a book of short stories from the 50s that she edited, called “First Love.” I hadn’t found it before, but got a copy this time. I had read that it had a story that was the boy’s response to Maureen Daly’s “Sixteen.” It was, unfortunately, disappointing — but then, “Sixteen” (which is also included) was such a great story that it would be hard to equal. (I haven’t read the other stories yet.)

      • Susan says:

        I found this — American Girl magazine covers. If you scroll to the end, you’ll see that the magazine ceased publication in 1979.

        • mondomolly says:

          Oh man, that 1968 font- spectacular! 😀

          As I recall there was a publication called Runways published by the GSUSA in the mid 80s for teenagers that was mainly career-focused, I suspect it was the replacement for American Girl.

          Thanks for sharing!

  6. I read Young Miss in the 1970s and have a Dynamite magazine somewhere… Thanks for shedding light on all of my social problems ever. Too much solitary knitting and reading! Very fun post.

    • mondomolly says:

      I have a TON of Dynamites that I should review. It was such a weird magazine in retrospect! Published by Scholastic so it was nominally “educational” and had content targeting grade schoolers, but the cover always featured stars from “adult” TV shows like M*A*S*H And All in the Family!

  7. Shawn Cullen says:

    This is just as rich as the late ’50s copies of “Today’s Secretary” magazine that I picked up once in an antique shop! Those were full of choice how-to articles on reserving an hotel room for your boss (by writing a letter to the hotel! Or, in an emergency, sending a telegram!). Also, hemlines were a never ending subject for debate.

    You have to love “It’s a terrible blow to lose an attractive boy.” Almost as bad as losing your handbag, I guess.

    • Susan says:

      Haha! When I was a teenager one of my friends had a book called “How To Get A Teenage Boy and What to Do With Him When You Get Him” 🙂 .

    • mondomolly says:

      Those sound great! So were they hemline pro or con? 😉 In one of Helen Gurley Brown’s books (I think Sex and The Office) she suggests flirting by wearing a different color slip every day and then sexily crossing your legs to flash your male co-workers. SHOCKING! LOL!

  8. Susan says:

    I think the “How to Get” book was kind of scheme-y. It had advice like working your way into the “in” crowd by finding a lower-echelon member, developing a friendship, and working your way up the chain. There are a few copies for sale but for exorbitant prices.

  9. Tracy says:

    Going to Google Young Miss and Dynamite mags. I remember them. I am loving your blog. Such a trip down memory lane!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s