"Bodovitch was one of the pioneers to bring modernist ideas to America.*
Design of the early thirties was conservative and lacked of radical experiments. This could be explained by the economic situation after the Wall street crash in 1929. Many companies felt the need to show stability and used trusted methods in their advertisement design....
As expected his work didn't go unnoticed in America. The photographer Ralph Steiner who worked for Harper's Bazaar, recognized the potential of Brodovitch as a designer. He introduced him to Carmel Snow, editor-in-chief of the magazine whom immediately offered him a job....Brodovitch created a harmonious and meaningful whole using avant-garde photography, typography and illustration. After being hired he asked several old friends like Man Ray, Jean Cocteau, Raoul Dufy, Marc Chagall and A.M. Cassandre to work for the magazine. Cassandre created several of the Bazaar covers between 1937 and 1940.
Brodovitch was the first art director to integrate image and text. Most american magazines at that time used text and illustration seperately, dividing them by wide white margins...'