Readers of Time and Tide's contents from the mid-1930s onwards can be forgiven for thinking that this modern feminist magazine became ‘less feminist’ as it moved towards the end of its second decade. Early notes I made when first researching this periodical register my own disappointment at the increasingly scarce signs of Time and Tide's feminist mandate which was stamped so visibly on its earlier issues. In the few years leading up to the Second World War there are markedly fewer female and feminist signatures, and leading articles are more internationally than woman-focused. In the same period Time and Tide's exuberant celebration of female literary celebrities and middlebrow culture disappears; while the periodical continued to publish some short stories and poems by women, in May 1936 it dropped its ‘Miscellany’ section which, I argued in Chapter 6, created a home for the ‘feminine middlebrow’. Gone, too, are regular advertisements for other women's periodicals such as the Woman Engineer and Jus Suffragi, which had marked Time and Tide's participation in the networks associated with interwar feminist print culture. Indeed, a developing relationship with a new set of advertisers shows how the periodical was seeking to alter its readers’ ‘horizon of expectations’ for the magazine (Morrisson 2001: 39) once again. From July 1935 publishers’ advertisements alternated on Time and Tide's front cover with advertisements for a range of financial services and products, and in October Time and Tide issued a special Insurance and Finance Supplement. From 2 November to 14 December 1935 a large advertisement for ‘First Provincial Fixed Trust Ltd’ appeared on the front page of Time and Tide's advertising wrapper every week, and the masculine-coding of this advertisement, with its head-andshoulders drawing of a man smoking a cigar in the top-right corner, is striking (Figure 7.1). Dismantling the periodical's association with the ‘women's paper’ category the advertisement explicitly addresses a male rather than a female reader. This change was also effected on the inside pages of the periodical. By 1936, advertisements for fashions and fabrics promoted by the London department stores which had formerly dominated Time and Tide's advertising space had completely disappeared.