MacNamara (19071991), 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.
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.
We Stand campaign flyer
Courtesy of Magazine Publishers