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Australasian Post, 14 May 1959

Maker Australasian Post (Australian, 1864 - 2002)

Date1959

Object number00001154

NameMagazine

MediumPaper

DimensionsOverall: 345 x 261 mm

ClassificationsEphemera

Credit LineANMM Collection

Terms

DescriptionCover girl: Arts Student, Elizabet Shiffron, 20, lends beauty to a beautiful river - the Yarra at WarrandyteHistoryThe Australasian Post, often referred to as the 'Aussie Post', was Australia's longest-running weekly picture magazine. The magazine was launched in 1864 under the title of 'Australasian' until 1946 when, under the directorship of George Johnston, it became the 'Australasian Post'. Johnston's vision was for the publication to reflect Australia's post-war modernity, however commercial imperatives saw the magazine move into the pictorial general interest genre and it became known for its focus on Australian culture, showcasing human interest stories, popular cartoons, fashion, politics and entertainment. Although cover girls had been gracing the front of the magazine since the 1940s, it was not until the 1960s & 1970s that the publication became synonymous with bikini-clad cover girls as it trended to a more heterosexual readership. Many national and international swimwear brands appeared in the magazine, modelled by the In 1997, in reaction to falling circulation, the 'Australasian Post' changed title and direction. Becoming the 'Aussie Post', the new publication was in part influenced by social changes such as women's movements to a more highbrow magazine, removing the sexist and voyeuristic undertones. However the publication closed its doors several years later in February of 2002. SignificanceThe Australasian Post was a popular pictorial general interest magazine that became known for its sensationalist stories and bikini-clad cover girls. Many national and international swimwear manufacturers were featured in the magazine.