thereby doubling its subscription. Advertisers were railway companies, banks, insurance companies, schools and colleges, brand-name dry goods and liquor producers. Eventually, its publisher would compete against the print cartel run by Hugh Cameron MacLean and William Southam. It reached a circulation of 30,000 subscribers in 1922. In 1925 the circulation of the magazine was 12,604 copies.

The journal featured writers including Stephen Leacock,