In the days of snail mail and space ads, an offer deadline frequently created urgency and generated additional orders. However, after the cut-off date, orders stopped dead.
In 1987, Frances Lear, age 65, set up shop in New York as a fledgling publisher. She shook up the magazine world. In her editor’s letter of Issue No. 1, Lear wrote, "I arrived in New York with two suitcases of clothes, a few pieces of paper and the germ of an idea." The “germ of an idea” was to create a glossy, upmarket magazine exclusively for women aged 50 and over — Lear’s.