The Ford Motor Company made its money in the automobile world. However, like so many other automakers, it also dabbled in other fields, too. I’m not interested in Ford’s moonlighting in air conditioners or other industries, though. What caught my eye was its long presence in the world of publishing!
Meet the Ford Times. It was a fine publication that goes back almost all the way to the very dawn of the company. The Blue Oval was founded in 1903, and the Ford Times hit the presses in 1908. It was a short-lived thing, only lasting until 1917, when America entered World War I. After a long hiatus of over two decades, though, it returned in fine form in 1943, as the US tangled with the Axis during World War II.
This was no dry trade periodical or internal newsletter. It was in fact a fully fledged magazine in the style of Reader’s Digest, presenting a wide range of general interest articles to educate and entertain a wide audience. Indeed, it was this that caught my eye as I browsed the Ford Heritage Archive—a cavalcade of brightly-colored magazine covers that had nothing to do with cars!
The publication started out in a compact 4″ x 6″ format, and later increased to a larger 5″x 7″ size. As covered by Motor Cities, early on, the focus was on Ford product, stories from owners, and the state of the business. However, after its war-induced hiatus, the magazine’s reformation into a more general interest format saw it grow widely popular. It was possible to get a free subscription when purchasing a new Ford car, but eager readers could also pay for the magazine if they so desired.
While it wasn’t strictly a car-based publication, the Ford Times nonetheless found a way to make itself relevant to the automotive world. Much of its content had a loose connection to travel or lifestyle topics. For example, a popular column covered Famous Recipes of Famous Taverns, educating readers on the fine eats available out on the road. This later spawned a series of cookbooks that sold over 1 million copies by 1979.
Indeed, when it restarted publication in 1943, the magazine had a simple direction—to give readers “a view of America through the windshield.” Ford wanted to show drivers the great places they could drive to, and the wonderful places they could eat when they got there. As Americans fell in love with highways and roadtrips in the post-war period, Ford Times was a magazine chronicling all the magic that was out there.
Production values were high. While originally launched as a monochrome print, the Ford Times was all about color once it returned in the 1940s. Mid-century issues heavily featured watercolors or oil paintings from contemporary artists in the magazine’s artworks. As the decades passed, Ford’s monthly magazine would feature fine photography of everything from the latest Ford models to wildlife, landscapes, and whatever else you might imagine visiting on your next trip across the Interstate Highway System.
The magazine is especially notable for featuring the work of the great Modernist artist Charley Harper, as you can see below.
The print magazine perhaps reached its peak in the 1970s. Circulation hit 2.1 million, with Ford estimating a total readership of some 8 million individuals. Sadly, though, the Ford Times wouldn’t last forever. Publication ended in 1993, with Ford getting out of the business early before the Internet delivered the death knell for print media some decades later.
Ultimately, it was new technology that was cited as the reason behind the end of publication, with Ford Vice President Ross H. Roberts noting that the company wanted to look beyond magazines. “We want you to benefit from some extraordinary opportunities that new and emerging publishing and communications technology make possible for you and for us.” said Roberts in the final issue. “Ford Times has served us both well for a long time and we are confident that the replacement communication will serve our current needs even better.”
Still, the magazine had been up with the beat of the streets right until the end. In May 1989, the magazine ran a story on where to find the best windsurfing in America. The June issue covered the hottest waterskiing spots. Action sports were having their moment, and Ford was right there—just as the magazine had followed so many life style trends before. The final issue, published in January 1993, covered the state of New Orleans jazz, and the latest basketball shoe technology—as well as stories about automated car washes and driver’s education.
Ultimately, despite Ford’s eager promise that new methods of communication would connect it better with the people, nothing like the Ford Times ever really came along. Today, we don’t really see Ford running its own TV show, instead, it supports influencers and others who want to put out general lifestyle content on YouTube or TikTok. There is one great saving grace, though—Ford has seen fit to archive a great deal of the issues on the Ford Heritage Vault, for your reading pleasure.
The magazine was really something altogether unique—Ford’s attempt to produce a genuinely wholesome piece of media each month, every month, for well over 50 years. It achieved that goal quite admirably. While it’s little remembered today, the archived issues go to show what a media organization can achieve with money, skill, and the right direction.
Image credits: Ford
Top graphic images: Ford; RetroClipArt/stock.adobe.com
The Ford dealer where I get oil changes has a few back issues of Ford Times in its waiting room. Always nice to run into something unexpectedly from the 20th Century, unless it’s fascism.
The Clement’s Tavern building is still there, if you were wondering. Does not appear to be a business anymore.
It looked like a beautiful structure. Very classic Americana.
I love that the commissioned oil painting features a mid-50s Ford. Because of course it does!
My Grandpa had a subscription.
Of course he lived in Ford County, Illinois – where your Ford Dealer was the place to buy everything you needed for the farm: Your Tractor, your Combine, your Generator, your radio & TV, your home appliances, your Truck, your Family Car and your magazine.
My parents received Ford Times in the ’60s perhaps as a consolation prize for their purchase of an execrable ‘64 Falcon Club Wagon. One article I recall was about a Swedish female fuel economy champion who was invited to compete against a male Ford engineer in identical Falcons on a test course. (There were some subtle ‘60s-era hints of “Could a pretty girl like her really do better than our guy?”) The Ford guy got somewhere in the mid-20s MPG and she got somewhere in the mid- or upper-30s. She was quoted as saying “He did well for a man.”
Okay I’m going to have to hunt that down.
Well this is far from the worst published literature to be associated with Henry Ford’s empire.
Yeah… enough said
Damn, those two guys were in that Model T from ocean to ocean. That sounds like absolute hell.
I would like to hear more about Ford’s side hustle in missiles and satellites.
It’s giving the best “inflight magazine” vibes.
Thought the same thing – that Ford could have given new sedan and wagon buyers a complimentary subscription so they could put it in the seatback pocket even!
Before there were seatback pockets.
That painting of the Ford design studio is delightful. There’s a real sense of movement and excitement about it.
Ford also used to print a newspaper, which…oh dear…oh no oh no…
Yeah! And man, was it bad.
Torch, as a proud Jew, you should write about that.
A cursory glance shows that there were a few articles written about Ford’s newspaper on the old site, but not written by Torch. Although I’m pretty sure he’s mentioned it before in his writing, I don’t think he’s ever devoted an entire column about it.
It’s weird to think that there was overlap between the early run of Ford Times and old Henry’s other publication that he insisted dealerships give to their customers. It must have been quite a shock to go from a pea soup recipe in the magazine to “Fear the Jews” in the journal.
One suspects the current Ford leadership won’t be in a hurry to get that in the heritage archive.
I wondered how long it would take someone to mention Henry’s other obsession!
Not to sound old, but it’s so mentally refreshing to look at actual art in old publications. You get to completely turn off the part of your brain that’s always scanning for AI garbage and just enjoy something for what it is.
Truly! Reminds me of the beautiful diagrams and such in old issues of Popular Science and the like.
Simply impossible to finance in modern media. 🙁
There are a few of those around here as my family had Ford trucks and tractors around for commercial use. The truck side of International Harvester also published a magazine during the ’60’s.