 The Progressive Farmer Company continued to publish across the Southeastern and Mid-south regions soon expanding successfully into Texas and the Southwest.Serving farm information needs, publishing through two world wars, crusading for important rural farm issues such as rural electrification, soil conservation, rural education and modern agricultural technology, the magazine soared to a circulation high of 1.3 million by the 1960s.In 1966, the management, led by Emory Cunningham and the editors of "Progressive Farmer" launched "Southern Living" magazine fashioned after the lifestyle and home life section in the magazine.