Sixty years of Highlights

Last week, the billionth copy of Highlights for Children magazine rolled off the presses in Clarksville, Tenn. Gallant undoubtedly would be proud.

Gallant, of course, is the “good” half of the “Goofus and Gallant” cartoon pair that’s been a staple of the publication since its start 60 years and 719 issues ago.

His proper manners, courteousness and kindness are a sharp contrast to Goofus’ rude, inconsiderate behavior – unreformed after all these years, although the boys’ inked faces have gotten an update since 1948.

Launched in June 1946 by retired Pennsylvania teachers Garry Cleveland Myers and his wife, Caroline, Highlights has 2 million active subscriptions, which include families, doctors, dentists, schools and libraries nationwide.

That makes Highlights the most widely read children’s magazine, trumping top sellers Sports Illustrated for Kids, Your Big Backyard, National Geographic Kids, Ranger Rick, Nickelodeon, Discovery Girls Magazine, Young Rider, Kids Discover, Ladybug and Wild Animal Baby.

And that’s despite its lack of advertising or pop-culture features.

Signature activities for kids 3 to 12, like the venerable and ever-popular “Hidden Pictures,” have been a hit with three generations of readers. Yet innovations like the Internet haven’t been ignored. It’s just been appropriated as a comfortably familiar extension of the magazine.

“All that we do – and will do over the next 60 years – will focus on helping children in their development of creativity, sensitivity, literacy and ability to think and reason,” said Highlights CEO Kent S. Johnson, a great-grandson of the founders.

The interactive options at http://highlightskids.com don’t stray far from the magazine’s origins.

For example, children can write their own “Timbertoes” story with Ma, Pa, Mabel and Tommy Timbertoe and their dog, Spot. The Timbertoes, who made their Highlights debut in 1951, are little wooden people whose picture world is described in words for beginning readers.

Parents can sign their kids up for any of five Highlights book clubs and buy them toys, games and puzzles from a Highlights catalog (all accessible at http://highlights.com).

But they won’t see much difference between the magazine they may have read in their youth and the one their children enjoy today. The magazine continues to foster a connection with readers by soliciting drawings, jokes, poems and questions. Children submit more than 30,000 letters a year.

“We take our relationship with our young readers very seriously, and we have always responded to every letter we receive,” said editor Christine French Clark.

“The various features comprised of children’s contributions are often some of the first pages kids turn to when they receive their magazine.”