The 1920s also saw attempts to introduce consistency in the design with the covers of the magazines featuring artwork representing the theater, which would stay the same from show to show. From 1918 onwards, the company started printing playbills for all of Broadway and by 1924, was printing 16,000,000 programs for over 60 theaters. In 1918, Frank Vance Strauss sold the company to his nephew, Richard M. The new format proved popular with theatergoers, who started to collect playbills as souvenirs however, the name (The) Playbill hadn't appeared until the 1930s with early programs published by the company simply bearing the name of the venue. Strauss reimagined the concept of a theater program making ads a standard feature and thus transforming what was then a leaflet into a fully designed magazine. What is known today as Playbill started in 1884, when Frank Vance Strauss founded the New York Theatre Program Corporation specializing in printing theater programs. Cover of The Playbill for a 1939 production of No Time for Comedy starring Katharine Cornell
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