. . . to Just Plain Filthy

Horace lost his entire fortune in the Stock Market Crash of 1929. Too proud to sell his valuable scotch collection and too poor to buy a sandwich, he was forced to live on scotch for weeks at a time. The Manhattan office was shut down and the magazine’s headquarters was shifted back to Boston. Vainly believing the bad times would not last, Horace continued to target the ever dwindling supply of wealthy drinkers. The magazine foundered and eventually fell into the hands of Horace’s younger brother, Lucius Hiram Rich. A Princeton dropout who knew a growing market when he saw one, he kept the business alive, if barely, by revamping the publication to appeal to a rising new class of drinker: the Great American Wino.