Issue Date: May, 1949; Vol. XXXL, No.5, Whole No. 186
IN THIS ISSUE:-
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[SEE PHOTOS FROM INSIDE THIS ISSUE, BELOW!]

PICTORIAL:
BURNING BRIGHT ... Kodachrome by Zehrt.
THERE WAS A MAN: ETHAN ALLEN AT FORT TICONDEROGA ... Painting by Warren Baumgartner.
PINUP: CLOSE TACK COMING INTO PORT ... Painting by Al Moore. [Full color FOLDOUT PINUP painting -- SEE BELOW!]
Kensaw Mountain: THE MAN WHO WAS A MOUNTAIN ... Photograph by James N. Keen. [FULL page photo]
IN BRIGHTEST AFRICA ... Kodachrome by Fonssagrives.
MAKING FLOWERS TALK ... Photography by Esquire Studios.

COMMENT: THE UNWILLING VIRGINS ... I. B. Rice, M. D.

MYSTERY: THE SOUND OF MURDER ... William Francis. Full page color illustration by David Stone Martin.

WESTERN: THE LAST SHOT ... Frank O'Rourke. Full page color illustration by Jack Cowan.

PERSONALITY:
JOHN MURRAY ANDERSON: RINGMASTER'S MASTER ... Warren P. Munsell, Jr., & Bruce Bliven, Jr.
JOHN SHERMAN BILLINGSLEY BROUGHT THE STORK ... George Frazier.

ARTICLES:
WHY BE AFRAID OF ULCERS? ... North Clarey.
THE TRAGEDY OF COMEDY ... Donald M. Berwick.
THERE WAS A MAN: ETHAN ALLEN.
A LOT OF THINGS: "ONLY CHUMPS HAVE FRIENDS" ... Jimmy Cannon.
BRANDS FROM HELL TO TEXAS ... Oren Arnold.
ALL IN GOOD SEASON ... William Wallace Irwin.
MAKING FLOWERS TALK.
REMEMBRANCE OF KINGS PAST ... James Dawson.

FICTION:
THE DARE ... Budd Schulberg. Full page color illustration by George Englert.
THE MILKMAN'S DARLING ... Lee Rogow.
THE CLASH OF STARS ... Joseph E. Shaner.
NOTHING YOU CAN DO ... Walt Grove.

SUPPLEMENT: ESQUIRE'S SPECIAL SUPPLEMENT ON SAILING:
FINE POINTS ON SAILING.
PRINCIPAL SAILS AND RIGS.
OUTFITTING FOR THE DEEP.WATER CRUISE.
DESIGN FOR CRUISING.
GREAT RACING YACHTS OF YESTERDAY AND TODAY.
THE NEWEST IN GADGETS, CLOTHING, AND FINE NAUTICAL INSTRUMENTS.
PRINCIPAL YACHTING EVENTS IN THE U. S.

WEARABLE:
THE SPRING "AIR" IS ALL.AMERICAN.
PALLADIUM .. . THE NEW METALLIC COLOR FOR MEN.
WELL WORTH YOUR UNDERSTANDING.
THE BOLD LOOK IN SHANTUNG.
SHANTUNG IS BACK AGAIN.

DEPARTMENTS:
Correspondence: THE SOUND AND THE FURY.
Contributors: BACKSTAGE WITH ESQUIRE.
Travel: MAY'S THE MONTH THEY BITE UP NORTH ... Richard Joseph.
Fashions ... 0. E. Schoeffler.
ESQUIRE S VACATION TRAVEL CALENDAR.

MEMO FROM THE PUBLISHER: THE POWER OF SURPRISE --
A notorious latter-day Don Juan was once asked to what he attributed his downright dangerous success with women. "I treat charwomen as though they were ladies, and ladies as though they were charwomen," he replied.
The principal trade secret which this connoisseur of the clandestine revealed was, of course, the power of surprise. And he therewith spelled out the hidden ingredient of success in the art of fascinating, be it in the chase, cook ing, conversation--or the business of publishing a magazine.
Surprise is certainly the hidden ingredient of Esquire's gratifying success, and I believe that one of the secrets lies in our attitude toward our readers.. .We treat men as though they are gentlemen, and gentlemen as though they are Men.
The result is surprise-- and surprising: an editorial "personality" figuratively broad enough and varied enough to step up to the bar for a slug of forty rod, straight, or to step out in white tie and tails. It takes a Man to do that.
Yes, and the results are surprising, too. You should have seen the mail on Advice to the Male Animal--or What's Wrong with Our Women -- or A Bachelor's Confession--or The Case for the Unwed Father.
You should know about the 18,000 dozen shirts that were sold as the result of one illustration-- or the two-inch photograph that caused the manufacturer of a new portable refrigerator to be over-ordered for two years to come.
You should see some of the thousands of inquiries which a single editorial feature, the Talking Shop columns, produces each month--or The mail that handled the more than 70,000 reprints that were bought of the 20-page Esquire Liquor Intelligencer.
Run through this issue and you'll see that magic ingredient at work again. Try The Last Shot for a walloping surprise--and "Only Chumps Have Friends"--and the special Supplement on Sailing. --- GTS.
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