Curtis made these publications part of his new company. Curtis bought the Saturday Evening Post for $1000 in 1897 and developed it as one of the nation's most popular periodicals. The magazine had its roots in Ben Franklin's Pennsylvania Gazette and went as far back as 1728. When Curtis took over the Post it had a subscription base of 2,000. The base was over 1 million by 1906 and by 1960 was over six million. Editor George Horace Lorimer brought in top writers and illustrators and helped usher in "American's Golden Age of Illustration." Artists such as Norman Rockwell were featured as well as J. C. Leyendecker, John Clymer, Stevan Dohanos, Sarah Stilwell-Weber, and John La Gatta. 

Curtis Publishing created a market research division in 1911 under Charles Coolidge Parlin. The goal of the division was to understand their customers and was one of the first market research firms.

Curtis reported record earnings of $21 million on $84 million in revenue in 1929.

Curtis spun off their market research division, National Analysts, as an independent organization to provide market research services to business and government.

In 1946, Curtis Publishing bought and launched Holiday magazine, focusing on travel and photo essays.

1960s and decline of Curtis Publishing

The advent of television in the late 1940s and early 1950s competed for people's attention and eroded the popularity of general-interest periodicals such as the Post and the Journal.The New York Times reported that both the finance markets and Madison Avenue were watching Curtis Publishing's efforts to save itself after a financial decline. The reason the New York Times gave for the attention, "the status of the venerable Curtis empire, the colorful cast of characters directing the comeback attempt, the vast sums of money at stake. In addition, Curtis's troubles seemed to reflect the difficulties encountered by the mass magazines industry as a whole in adjusting to an era dominated by the spiraling growth of television."It wasn't until 1961 and 1962 that the struggle became evident in lost revenue. In 1961 Curtis Publishing president Robert A. MacNeal announced that the company had lost money for the first time in the more than seven decades since its incorporation. The company's financials showed a loss of $4,194,000 on $178.4 million in revenue that year. The next year in 1962, company had total revenues of $149 million and a loss of $18.9 million. Curtis management went to Serge Semenenko who had helped the Hearst Corporation to reorganize and Semenenko arranged for a six-bank syndicate to loan $10.5 million to Curtis.

Many experts wrote of multiple issues tied to the decline of Curtis. Many of their competitors such as Time, Inc. and McCall Corporation had diversified while Curtis remained focused on their two key periodicals--Saturday Evening Post and Ladies' Home Journal. Their other magazines -- Holiday, Jack & Jill, and American -- simply could not make up the lost revenue of the main periodicals. The Saturday Evening Post had been surpassed by Life magazine as the top mass market periodical in 1942 and then spiraled into a ten-year decline in advertising revenue after World War II. The Ladies' Home Journal lost its position to McCall's in 1960. Other experts said that the two flagship magazines "simply grew old." Curtis "fell into a formula that tended to attract older readers rather than the young married couples that advertisers wanted to reach." They also stayed away from the more aggressive circulation promotions used by their competitors. Matthew J. Culligan, President of Curtis, cited another financial drag from using its own presses and paper. Culligan said, "This sort of self-sufficiency is fine in good times but it imposes an intolerable burden when business goes bad." They had also failed to follow the model of some of their competitors by diversifying into television, news magazines or book publishing after World War II.

Meanwhile the company made editorial and executive changes at their magazine properties. Ben Hibbs, the editor of The Saturday Evening Post since 1942, retired, as did Bruce and Beatrice Gould of the Ladies' Home Journal (editors since 1935). The Post attempted to reinvent itself with more controversial articles and flashy graphics. Two editors--Robert Fouss (Saturday Evening Post) and Curtiss Anderson (Ladies' Home Journal) quickly came and went.Ted Patrick, editor of Holiday magazine, said that Darwinian cost-cutting would be the kiss of death to Holiday.

Curtis received another loan of $5.5 million in 1964 to be used to make investments in new editorial properties.

Perfect Film loaned the company $5 million in 1968 at the request of Curtis's primary loan holder, First National Bank of Boston, to extend its loans. Curtis sold its Philadelphia headquarters to real estate developer John W. Merriam for $7.3 million to pay off most of the First National loan; it leased half of the building back for its operations. In 1968, Curtis Publishing sold the Ladies' Home Journal and The American Home to Downe Communications for $5.4 million in stock; it sold the stock for operating revenue. The list of six million Post subscribers was sold to Life for cash, a $2.5 million loan, and a contract with Curtis' circulation and printing services subsidiaries. Despite these attempts to revive the Saturday Evening Post, and failing to find a purchaser for the magazine, Curtis Publishing shut it down in 1969.In March 1969, the Federal Trade Commission directed Curtis to offer cash refunds for unfulfilled portions of Post subscriptions.

Perfect Film purchased Curtis Circulation Company that same year. In 1976, The Saturday Evening Post Society was spun off from Curtis to resume publication of its flagship magazine. U.S. Kids was formed, which publishes their portfolio of children's magazines.

21st century