Pure Moxie is a memoir by Leda Sanford, the first female publisher of a major national magazine,

The American Home ''The American Home'' was a monthly magazine published in the United States from 1928 to 1977. Its subjects included domestic architecture, interior design, landscape design and gardening."American Home", Library of Congress Catalog. History ...

. The memoir - self-published in 2010 by

iUniverse iUniverse, founded in October 1999, is an American self-publishing company based in Bloomington, Indiana.Kevin Abourezk"iUniverse to move to Indiana" incoln Journal Star, January 22, 2008 It has been owned by Author Solutions since 2008 (which ...

- highlights Sanford's career in magazine publishing. A review that ran in the

Pacific Sun (newspaper) The ''Pacific Sun'' is a free distribution weekly newspaper published in Marin County, just north of San Francisco in the San Francisco Bay Area. It is the longest running alternative weekly in the nation and is published on Wednesdays. Since Oc ...

said ''Pure Moxie'' "is a book that is both a nostalgic look back (it's dedicated to

Betty Friedan Betty Friedan (; February 4, 1921 – February 4, 2006) was an American feminist writer and activist. A leading figure in the women's movement in the United States, her 1963 book '' The Feminine Mystique'' is often credited with sparking the s ...

) at the post-

Mad Men ''Mad Men'' is an American historical drama, period drama television series created by Matthew Weiner and produced by Lionsgate Television. It ran on cable network AMC (TV channel), AMC from July 19, 2007, to May 17, 2015, with seven seasons ...

era—when

General Motors General Motors Company (GM) is an American Multinational corporation, multinational Automotive industry, automotive manufacturing company headquartered in Detroit, Michigan, United States. The company is most known for owning and manufacturing f ...

and

magazines A magazine is a periodical literature, periodical publication, print or digital, produced on a regular schedule, that contains any of a variety of subject-oriented textual and visual content (media), content forms. Magazines are generally fin ...

were a big deal—and a nod toward the future, especially for increasingly creaky

baby boomers Baby boomers, often shortened to boomers, are the demographic cohort preceded by the Silent Generation and followed by Generation X. The generation is often defined as people born from 1946 to 1964 during the mid-20th century baby boom that ...

, as Sanford became something of a visionary on promoting a new idea of

aging Ageing (or aging in American English) is the process of becoming Old age, older until death. The term refers mainly to humans, many other animals, and fungi; whereas for example, bacteria, perennial plants and some simple animals are potentiall ...

and re-invention late in life."J.E. Vader, "Citizen Moxie," ''Pacific Sun,'' January 6, 2011

References

2010 non-fiction books American memoirs {{memoir-stub