As founder and, from 1926, editor of Time and Tide Lady Rhondda indisputably influenced the development and identity of this periodical more than any other single figure. As Angela V. John observes, the creation of this publishing venture was Rhondda's ‘most cherished undertaking’ and she would place it before all other concerns until the end of her life (2013: 261). Rhondda's commitment was financial as well as ideological; inheriting her father's business empire as well as his title she became one of Britain's wealthiest women, and from the outset she controlled 90 per cent of Time and Tide's company shares and subsidised the paper heavily (John: 264; 281). John's biography of Rhondda has underlined the importance for Rhondda's feminism of her experiences in industry and commerce. As chair during the interwar years of ‘thirteen different boards […] a director of at least forty-eight companies, and a shareholder in many others’ (264) Rhondda held an ‘exceptional’ position in the business world; newspapers described her as ‘the Queen of Commerce’ and ‘the leading businesswoman of the western hemisphere’ (281). A pioneer in this traditionally male world, in articles for the press and in her work for numerous women's organisations and committees after the war Rhondda energetically promoted opportunities for educated middleand upper-class girls to enter business (John 2013: 275–7), and these professional and class-based interests came to shape Time and Tide's early alliances and identity, as we have seen. However, an editor's influence on a magazine is never uniform or total; as Jason Harding states ‘[t]he overall profile of any periodical is a complex blend of the signatures of the individual contributors, ordered and articulated by innumerable editorial decisions’ (2002: 7). This chapter explores the internal dynamics of Time and Tide's ‘inside’ relationships between editors, staff and contributors, and shows how a set of concerns seemingly antithetical to Rhondda's business interests also played an important shaping role in the periodical's early identity. This discussion will be advanced with reference to a pseudonymous feature which was printed regularly in Time and Tide's pages for nearly ten years, ‘The Weekly Crowd’.