Paul MacNamara (1907–1991), a publicist with Hearst Corporation in New York, developed the idea for the flag-cover campaign. He presented it to the National Publishers Association board early in 1942. Some five hundred magazines agreed to participate, representing major publishing firms like Condé Nast, Curtis, Hearst, McGraw-Hill, and Time, as well as a wide range of trade magazines and specialty titles.

The publishers were concerned about how rationing would affect their operations, or whether there might even be a suppression of civilian publishing for the duration of the war. The flag-cover campaign would demonstrate their patriotism and the magazines’ important role of keeping the nation informed and stimulating morale.