Biography and History

Bruce and Beatrice Blackmar Gould, both graduates of the University of Iowa, were married in 1923. During the 1920s and early 1930s Bruce Gould was a reporter, and literary and aviation editor for the New York Evening Post, drama critic for the Wall Street News, and associate editor (1934-1935) of the Saturday Evening Post. At that time, Beatrice Gould was a contributing editor for the New York World and a short story writer. Together, the Goulds also wrote two plays, Man's Estate (1929) and The Terrible Turk (1934), and collaborated on articles, and short stories. Bruce Gould also authored two books on aviation, Sky Larking (1929) and The Flying Dutchman (1931).

In 1932, the Goulds and their daughter Sesaly moved to a large home in Hopewell, New Jersey. They became co-editors of the Ladies Home Journal in 1935, positions they held until their retirement in 1962. During their editorship of the LHJ, they boosted the once languishing magazine to the one having the highest paid circulation of the day. In addition to promoting the family and women's concerns, coining the phrase “Never Underestimate the Power of a Woman,” they also dealt with many other social and political issues, while at the same time publishing top literary authors. After leaving the magazine, the Goulds published their autobiography, American Story, in 1968.

Source: From the finding aid for C0673


  • Editors -- New York (N.Y.) -- 20th century..
  • Bruce and Beatrice Blackmar Gould Correspondence. 1909-1969 (inclusive), 1927-1967 (bulk).

    Call Number: C0673

    Bruce and Beatrice Blackmar Gould were co-editors at the Ladies' Home Journal in the mid 20th century. Bruce Gould also worked with the Saturday Evening Post. Their correspondence includes letters between Bruce and Beatrice about their co-editorship and co-authorship, letters with writers for the Ladies' Home Journal, and letters from actresses about the Ladies' Home Journal. Also included is a collection of letters about Marion Crawford's book The Little Princesses, some of Beatrice’s speeches, speeches by others, and printed matter.