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pp.195.”The magazine specialized in moral essays, stories, histories, biographies, and remarkable events of the day, with some attention to natural philosophy and material culture. Yet there is no emphasis on articles aimed at women or conspicuously tailored for “ladies” so the title seems to reach for readers among women with only minimal attention to their interests. Introduction; The Ladies Magazine: or, The Universal Entertainer. By Jasper Goodwill, of Oxford, Esq. is a sixteen-page two-penny periodical that was published everyother Saturday (initially under the control of Robert Walker in the Little Old Bailey), from November 18, 1749, to November 10, 1753. The early title pages announce only that the work was “Printed for the Proprietors, and sold by G. Griffith, at the corner of Elliot’s-Court, in the Little Old Bailey, where all letters (post paid) will be received” but Walker’s interest in the magazine is evident through the first sixty-eight numbers (to the end of May 1752), and then Thomas Wooddeson became publisher and printer. There is no sure evidence that “Jasper Goodwill” is the mask of an editor-contributor, and because much of the periodical is filled with reprinted material, it might have been assembled by staff working for the publisher. The magazine specialized in moral essays, stories, histories, biographies, and remarkable events of the day, with some attention to natural philosophy and material culture. Yet there is no emphasis on articles aimed at women or conspicuously tailored for “ladies” so the title seems to reach for readers among women with only minimal attention to their interests. As shall become apparent, the “editor” frequently disguised reprinted articles as originals; for example, there are no acknowledgments for publishing papers by Thomas Gordon (5), or Addison and Steele (15). “