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True West Magazine traces their history to this day and shows readers the important role their cultural heritage plays in maintaining the spiritual vitality of the West in their daily trips and adventures to the West. In 1953, legendary Joe Hosstail Small founded True West Magazine, in Austin, Texas, a popular historical publication with a loyal core readership. As a result of the surge in television westerns in the late 1950s and early 1960s, the magazine gained wide circulation (more than 200,000 newsstand sales). But as the market and his health began to decline, Joe Small sold out all the magazines in 1974, and over the next decade, the magazine began to rebound in the Midwest, and eventually settled in Stilwater, Oklahoma. By mid-1999, the book was sold along with three other books, and the current owner came to the rescue.