Promoted as "an ideal publication for American Youth," this magazine featured several fictional heroes but was mainly devoted to the ongoing adventures of student Frank Merriwell, who began at a fictional New England academy and then moved on to Yale.
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Street & Smith countered by issuing a smaller format weekly with muted colors Such titles as New Nick Carter Weekly (continuing the original black and white Nick Carter Library), Tip-Top Weekly (introducing Frank Merriwell) and others were 7 x 10 with thirty-two pages of story, but the 8.5 x 11 Tousey format carried the day and Street & Smith, soon followed suit.