In 1927, Edwin Balmer, a short-story writer who had written for the magazine, took over as editor; in the summer of 1929 the magazine was bought by McCall Corporation, which changed the name to Redbook but kept Balmer on as editor. He published stories by such writers as Booth Tarkington and F. Scott Fitzgerald, nonfiction by women such as Shirley Temple's mother and Eleanor Roosevelt, articles on the Wall Street Crash of 1929 by men like Cornelius Vanderbilt and Eddie Cantor, as well as condensed novels, like Dashiell Hammett's "The Thin Man" (December 1933). Under Balmer, "Redbook" became a general-interest magazine for both men and women.