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Ling long Women's Magazine
Every female student had an issue of Ling long magazine in hand during the
1930s. On the one hand, Ling long imparted the beauty secrets of movie stars,
and on the other hand instructed "beautified" and "made up" girls how to keep
close guard against the attacks of men, because all men harbor bad intentions.
True dating is dangerous, but marriage is even more dangerous, because
marriage is the tomb of dating.
Female Shanghai author Zhang Ailing, "Talking About Women" (1944).
Between 1931 and 1937, the Sanhe publishing company, located on Nanjing Road
in Shanghai, published Ling long magazine, which they called Linloon magazine
in English. This pocket-sized weekly stood only 13 centimeters high. According to
the first issue, the magazine cost seven fen (7/100ths) of a foreign ounce of
silver or 21 copper coins and an extra two fen (2/100ths) of a foreign ounce of
silver in other cities. Mr. Lin Zecang was the main backer of the magazine. The
editorial board included Mr. Zhou Shexun (entertainment), Ms. Chen Zhenling
(women's features), and Mr. Lin Zemin (photography). Both men and women
contributed photographs and articles, though the majority of articles appear to
have been written by women as indicated by the title nushi (lady) placed
next to their name.
The goal of the magazine was "to promote the exquisite life of women, and
encourage lofty entertainment in society." The magazine was divided into two
parts, indicated by the front and back covers. The front cover usually featured a
photograph of a woman who represented the magazine's ideal of the modern
woman, while content on the back cover was usually related to the cinema. The
magazine was read in both directions. The articles that read from front to back
were usually more instructional and related to women's issues. Articles and
photographs that read from the back cover were often concerned with
entertainment or unusual feature stories.