AustLit

'When Frances Taylor began a monthly journal, Woman’s World, in December 1921 in Melbourne, which she edited, produced and managed herself, sceptics forecast ‘a speedy death’.1 Two years was regarded as the most a periodical not backed by an established publisher or media interests could expect to survive.2 Against the odds, Woman’s World flourished and within four years had 12,000 readers.3 Several factors contributed to its success, particularly the unique way in which Taylor combined traditional women’s magazine topics of homemaking, mothercraft and fashion with promotion of female independence at a time when a new world of freedom was opening for women. She promoted her vision of independence through articles on women in new fields – for example, building weekenders, travelling to exotic destinations and taking up motoring – and by publicising women in unusual occupations. To this she added her pioneering exploitation of radio broadcasts to publicise her publication and attract readers.' (Introduction)