Saturday Evening Post Looking for Dramatic Turnaround

The Saturday Evening Post, famous for its Norman Rockwell covers and at one point 6 million subscribers, is attempting a turnaround—a redesign and move of its editorial staff to Philadelphia. Its new look, which targets baby boomers, debuted in the January/February issue.

The goal: to double the number of subscribers in five years, to 750,000 and to charge more for subscriptions, which now cost $9.95 a year.

“I’ve got the right people, and we’re set to go,” Joan SerVaas said.

The new Post returns to its roots as a general-interest publication—celebrity profiles, recipes and in-depth pieces on serious topics, such as prison reform.