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In 1965, Helen Gurley Brown (1922-2012) assumed the top editing job at Cosmopolitan and transformed it from a failing title into one of magazine publishing's greatest successes. During an era of increasing publication specialization, Cosmopolitan was one of the few magazines to target and celebrate women's growing economic and social independence. Much of the scholarship on and critical appraisals of Brown and Cosmopolitan have focused on sexual politics and issues of taste. This paper takes an institutional approach by examining Brown's professional practices and how they contributed to Cosmopolitan's growth, profitability, and popularity: know your reader and always keep her in mind, prioritize good writing, and accommodate corporate and advertiser interests. In addition, it acknowledges Brown's role as a visionary editor and businesswoman, as well as Cosmopolitan's importance in magazine history. [ABSTRACT FROM AUTHOR]