Looking back on Ms., Gloria Steinem's feminist magazine that scared off advertisers

UNITED STATES: Gloria Steinem founded Ms. Magazine in 1971 as a national voice for the feminist movement. Its groundbreaking coverage drew loyal readers and scared off many advertisers.

Among Gloria Steinem's many hard-won achievements is the creation of Ms. magazine. The writer and activist died last week at the age of 92. For many people, she was the face of feminism for decades. And that came in part through that groundbreaking magazine, as NPR's Jennifer Ludden reports.

JENNIFER LUDDEN, BYLINE: The launch of Ms. magazine was national news. Here's NPR in 1972, noting its appearance on newsstands.

UNIDENTIFIED JOURNALIST: It is staffed by women, published by women, with illustrations and photographs taken by women. M-S is edited by feminist writer Gloria Steinem.

LUDDEN: NPR's Linda Wertheimer explained what M-S., for Ms., meant.

LINDA WERTHEIMER: The form of address which extends to women the privilege men have always had, that of a neutral address, the same for married and unmarried people.

LUDDEN: She and NPR's Susan Stamberg talked about the articles in that first issue. One was called "The Housewife's Moment Of Truth" and told of small moments when it's clear that a man views a woman as second-class. Another explained how to set up a daycare center, and there was a list of groups with information on legal aid, abortion and working women. Gloria Steinem told NPR she didn't want to be like other women's magazines that focused only on the roles of wife and mother.

This Bay News report is based on originating coverage from NPR.