A&P began publishing the U.S. edition as a free menu planner for their stores designed to encourage customers to purchase more products by offering meal ideas in an easy-to-read format that is available in A&P grocery stores. Following the 1936 opening of the first modern A&P supermarket (in Braddock, Pennsylvania), A&P expanded Woman's Day in 1937 through its wholly-owned subsidiary that was the Stores Publishing Company. Selling for five cents a copy (94C/ today) The magazine included stories on crafts, childcare, food preparation and cooking and home decoration as well as health and needlework as well as a resurrected cartoonist Walter Hoban's Jerry on the Job comic strip that was featured in the 1939 Grape-Nuts advertisement campaign.Sold exclusively at A&P stores, Woman's Day had a circulation of 3,000,000 by 1944. The number had increased to 4,000,000 by the time A&P sold the magazine to Fawcett Publications in 1958. Woman's Day reached a circulation of 6,500,000 by 1965. In the mid-1960s, a Madison Avenue advertisement for Woman's Day featured a pharmacist named I.A. Morse and he claimed:
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