- For other uses of the word (with different case), see
Parade . For the
British magazine for men, see Parade .
Parade is a
national Sunday newspaper magazine, distributed in more than 400
newspapers in the United
September 6, 2009 cover.
It was founded in 1941 and is owned by
. The most
widely read magazine in America, Parade has a circulation of 32
million and a readership of 71 million.
Publishing history and circulation
The magazine was started by Field
in 1941. John Hay
, publisher of the New York Herald Tribune
Parade in 1958. Booth Newspapers
purchased it in 1973. Booth was purchased by Advance Publications
in 1976, and
Parade became a separate operating unit within Advance.
The magazine is printed on newsprint, although usually a higher
quality of newsprint than the rest of the newspaper, but of lesser
quality than magazine paper.
The magazine has one main feature article, occasionally a smaller
feature article, and a number of regular columns. There is also a
significant amount of advertising for consumer products, some with
clipable coupons or tear-off business reply cards (known as
). Direct-to-consumer prescription drug
advertising is common. Most issues have several "public notice"
type advertisements such as notifications of recently settled
The magazine has a lag time to publication of about 10 days. This
arrangement has led the magazine to be criticized for its slow
reaction to events. For example, the January 6, 2008, edition
cover and main article asks if Benazir
Bhutto is "America's best hope against Al-Qaeda," after her December 27, 2007, assassination.
In response to reader complaints, Parade
stated on their website:
"Dear Parade Readers,
Parade publishes more than 32 million copies of each issue and
distributes them to 415 newspapers across the country. In order to
meet our printing, distribution and insertion deadlines, we must
send the issue to the printer three weeks before the cover date.
Our Benazir Bhutto issue, for example, went to press on Dec. 19. By
the time Ms. Bhutto was slain on Dec. 27, this issue of Parade was
already printed and shipped to our partner newspapers. Recalling,
reprinting and redistributing our January 6 issue was not an
A similar incident occurred in the February 11, 2007 issue when
Walter Scott's Personality Parade reported that Barbaro
, an American thoroughbred racehorse
who was the winner of the 2006 Kentucky
, was in "stable" condition. Barbaro had been euthanized
on January 29, 2007.
For years, under the ownership of Tribune
, Parade was inserted into the Sunday edition of the
Los Angeles Times
. This ceased
after August 16, 2009.
"Joining the right writer to the right idea, Parade
consistently provides its readers with quality stories. That
quality itself is defined by three elements: clarity, authority and
substance. Each article must be clear in design and content and
well researched and written with a voice of authority. It must also
have substance, telling readers something they didn’t know before
and giving them an opportunity to affect change."
Columns and special features
- Personality Parade by Walter Scott (a pseudonym; the author is Edward Klein)
- This section is a roundup of questions about various
celebrities. More often than not, the celebrities mentioned will be
involved in some project or movie which is just about to be
- Ask Marilyn by Marilyn vos
- Marilyn answers questions from readers, ranging from
brain-teasers, to explanations of illogical customs, to advice, to
actual legitimate philosophical questions. Occasionally she will
pose a brainteaser of her own, or poll her readers.
- Health by Dr. Isadore
- Fitness by Michael O'Shea
- In Step With by James
- An interview with a celebrity, usually one who has a new
- Intelligence Report: News items and consumer advice, often for
saving money or understanding tax laws.
- Laugh Parade: cartoon panel
- The Parade All-America High
School Teams--this sports franchise highlights the nation's best
high school athletes in boys and girls basketball, football and
boys and girls soccer. The annual selections are chosen by coaches,
scouts, recruiters and a battery of other professionals, and
coordinated by Michael O'Shea.
In popular culture
- In the
eighth season episode "The Simpsons Spin-Off
Showcase," Principal Skinner works for Chief Wiggum as his
private detective sidekick in New Orleans. "Skinny Boy" describes how he read about
the infamous crime lord, "Big Daddy," in Parade
- In the episode "G.I.
", Homer Simpson joins the Army and demands a parade, but is
given a copy of Parade magazine instead.
- In the episode "Home Away From
Homer", Ned Flanders says he saw
his first Humble figurine (a parody of Hummel figurines) in Parade
- 'Parade' expands its circulation reach - Crain's
New York Business
- 'A Wrong Must Be Righted' | PARADE
- Walter Scott's Personality Parade | PARADE