A&P began publishing the U.S. issue as a free in store menu/recipe plan. The aim was to entice customers to purchase more. The magazine was available for sale at five cents for each copy (94Cor the current price). It included articles about childcare as well as food preparation, crafts, and other topics, as well as recipes on home decoration and health. The number had increased to 4,000,000 when A&P transferred the magazine to Fawcett Publications in 1958. In 1965, Woman's Day had climbed to a circulation of 6,500,000.In a mid-1960s appeal to Madison Avenue, an ad for Woman's Day showed a friendly pharmacist named I.A. Morse alongside a an advertisement that stated:
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