Marc Anderson has an interesting post up on the early history of news papers. Which makes me feel like revisiting my thesis.
I wrote my thesis on the evolution of the blogosphere and the newspaper industry. I argued that they followed a similar paths. So I thought it might be fun, in the next few posts, to try and summarize both the argument I made in my thesis and the history I drew upon to show it's plausibility.
By the way, my thesis can be found here.
First of all, let's start with the argument that I was trying to make:
The process of
commercialization for media industries proceeds in three phases. These phases are best demarcated by
shifts in the business models utilized by a medium’s industry. Initially, a new medium’s industry focuses on
selling information and cultural artifacts to the public. Over time, its business model shifts to
selling the public to politicians and civil society actors. Finally, its business model evolves into
selling the public to advertisers.
So let me tell you the history of the news paper industry, for these posts I won't focus on my theories about its evolutions, but as it applies my theory. Since this is a long history, I'm going to split it up into a few different posts. In this post we'll cover the period from 1690-1765. By the way, most of this text is straight out of my thesis.
The first phase of commercialization in the American
newspaper industry began with the publication of
Bejamin Harris’ Publick Occurrences[ii]
in Boston and ended with the passage of the Stamp Act. Despite the fact that only one issue was printed before the colonial government abolished it, Publick
Occurrences was the first newspaper published in the American
colonies. Between the publication of Publick Occurrences and the passage of
the stamp act, newspapers were successfully established in all but two
colonies. Most were relatively apolitical. From time to time political
squabbles would arise and publishers would be jailed—but this generally helped
a newspaper’s circulation. The passage
of the stamp act marked the start of the political period in the history of American
newspapers.
Before newspapers appeared in the colonies, news was
disseminated through a network of private correspondences. Initially, these correspondences were carried
out between “men who had common interests, financial, political or
intellectual.”[iii] Over
time this informal private practice became professionalized.
In 1704 one of these professional letter writers, John
Cambell, published the initial issue of the first continuous American
newspaper—The Boston News-Letter. His letters were regularly
read by the various governors of the New England colonies, and widely circulated among the political elite. When the demand for his letters greatly increased he was forced to utilize the printing press. He printed the first edition of The Boston News-Letter on Monday April
24, 1704, using two sides of a half-sheet folio, 7x11½ inches. Generally, two thirds of the paper was taken
up by information from Europe, “dealing
chiefly with English politics and court and with European wars.”[iv] Following the European news were a number of brief items dealing with “the arrival of ships, deaths, sermons, political appointments, storms, Indian depredations, privateering and piracies,
counterfeiting, fires, accidents, court actions, and so on.”[v] Finally, a few advertisements would usually appear at the bottom of the last column.[vi]
From an economic perspective The Boston News-Letter did not do well. It was a luxury good targeted at the literate
and well-to-do, a very small market. After seven years of publication Campbell
complained that he was unable to sell 250 copies of an issue.[vii] Despite the low readership Campbell continued to publish the News-Letter until 1723, at which point
he turned the paper over to Bartholomew Green, whose family published the paper
until 1762.
By 1721 the market had grown enough to support a second
newspaper. John
Cambell, in addition to being a letter writer, was postmaster of Boston. In
1719, Cambell was removed from his office, and his successor, William Brooker,
feeling that publishing a newspaper was one of the duties of his office, wanted
to take over as editor/publisher of the News-Letter When Campbell
refused him, Booker started his own paper the Boston Gazette. The first
issue of the Gazette was published on
December 21, 1719. When, less than a
year later, Booker was replaced as postmaster he turned the Boston Gazette
over to his successor. The paper was
published by the next five postmasters.
Less than a year after the publication of the Boston Gazette, James Franklin launched
a third newspaper in Boston.
Franklin had been the printer of the Gazette while Brooker was postmaster. However, when Booker’s successor chose another printer for the Gazette, Franklin encouraged by a group of wealthy men, published a competing paper, the New England Courant, the first issue of which was released on August 7, 1721. The Courant only lasted
five years, and was radically different from the other two papers; it sought to
amuse as much as to be informative. [viii] It was at the Courant, that Benjamin Franklin whet his appetite for the publishing industry.
Philadelphia was the second colony to support a newspaper. On December 22, 1719 Andrew Bradford established the American Weekly
Mercury in Philadelphia. Like Cambell, Bradford was also postmaster of Philadelphia. The Mercury stood unopposed until 1728 when James Keimer started The Universal Instructor in all Arts and Sciences: and Pennsylvania Gazette. The Gazette compared favorably with the Mercury. However, due to the machinations of Benjamin
Franklin, Keimer’s stint as its publisher was relatively short lived. Franklin, who at the time was an established printer in Philadelphia, wrote a series of articles for the Mercury, the “Busy Body” papers, which satirized Keimer and hastened the demise of the Gazette.Franklin
then bought the Gazette from Keimer in the fall of 1729; radically changed its format; and successfully published it until 1766. That year he handed the paper over to David Hall. Hall, his
sons, grandsons and various partners published the paper until 1815.
New York was the third colony to give rise to a newspaper. William Bradford, the
father of Andrew Bradford, established
The New York Gazette in 1725. The New
York Gazette like all early papers had trouble generating sufficient
revenue.[ix] Bradford was only able to keep the Gazette running because of the salary he
received as the “Printer to the province of New York
”. Unfortunately, his fear of losing that salary
turned the Gazette into an organ of
the government. As a result, wealthy men
who opposed the ruling powers encouraged John Zenger, a poor printer, to start
a rival paper. Zenger established The New-York Weekly Journal in 1733. Zenger’s paper was surprisingly political and
extremely critical of the government. The Journal’s critical view of those in power led to
Zenger’s eventual arrest for libel. His
trial was a watershed moment in American history. His lawyer, Andrew Hamilton, won Zenger’s
acquittal by appealing to the jury’s love of freedom and arguing for the
freedom of the press.[x]
A number of newspapers were launched between 1725 and
1735s. William Parks established The Maryland Gazette in 1727. Unfortunately, finding it financially
impossible to continue the paper, Parks discontinued it first in 1731 and then
after a brief revival again in 1733. In
1730 Eleazer Phillips established The South Carolina Weekly
Journal. Unable to get enough
subscribers, he suspended publication after six months. In 1732, Thomas Whitmarsh established The South Carolina Gazette, which
managed to survive through multiple owners, titles, suspensions and revivals
until 1802. In 1732, James Franklin, the
founder of The New-England Weekly
Courant, left Boston, moved to Newport, Rhode Island and established The Rhode Island Gazette, which lasted
eight months.
Between 1735 and 1765 the American newspaper industry
“matured from a gawky, unsure teenager into a fiery youthful power that saw
things from its own perspective.”[xi] By 1765 all the colonies except Delaware and New Jersey had newspapers.[xii] There were four papers in Boston, three in New York, and Philadelphia had two English newspapers and
two German language newspapers. Connecticut, Rhode Island, North Carolina, and South Carolina each had two papers. In total there were twenty-three papers
published in 1765.[xiii] Sloan and Williams do an excellent job of characterizing this period, as well as capturing the essence of the publisher/editors at the time:
“The colonial press from
1735-1765 was a colorful product of the men and women who forged ahead with a
brand news industry, finding guidance first from their own consciences, then
from readers, from each other, and from government. Sometimes they felt pressured by outside
parties. Sometimes they took advantage
of completely new territory to shape the press as they themselves thought it
should be. As pioneers in vastly
different geographical, governmental and economic environments, colonial
printers were forced to figure out what worked best in each individual
situation…they had to fight battles and carve their own niches in their various
communities in order to survive. From
1735-1765, the American colonial press searched in haphazard directions for
prosperity and success.”[xiv]
Based on historical accounts, we can argue that the
newspaper publishers/editors of this era were innovators: they were
venturesome, risk tolerant, persistent, had access to significant financial
resources, and were members of cosmopolite social networks. They
were entrepreneurs and, as it was not uncommon for a publisher to run a number
of different businesses and they often held a public position such as
postmaster. They had access to significant financial
resources, either through revenue from their various businesses or through
their relationships with the moneyed elite. These financial resources were very necessary because starting a
newspaper was a risky business. Many newspapers failed but almost all faced
significant financial problems. Newspaper publishers of the era were cosmopolitan as evidenced by their
friendships with each other and with the elite, as well as by the primacy that
the publishers and readers of this day accorded to news from Europe.
It can also be argued that the newspaper readers of this
era were also innovators. They
were professionals, politicians, and entrepreneurs. They were well educated and moneyed, with strong
personal and professional ties to Europe In
some cases, these early readers were also authors. Not surprisingly, early newspaper publishers
often relied on their readers to regularly contribute material; and many
readers did –they would pass on correspondences from friends and associates in Europe for publication and/or write articles on social and political matters.[xvii]
By relying on their readers, each other, and foreign
newspaper publishers for content, early newspaper publishers were able to
control their first-copy costs. During this era it was common for
master-printers to print and edit their own newspapers to supplement their
printing business. Although they did not
regularly write for their newspapers, they would occasionally pen an editorial
or a short local news items.[xviii] The rest of the material was compiled from foreign newspapers, correspondence that the editors/publishers or their associates received, other colonial newspapers, contributions from their readers, government announcements and advertisements.
While advertising existed, it accounted for a small
portion of a papers’ revenues. There were very few advertisements in the
earliest papers; but by the middle of the eighteenth century successful
printers were able to fill three to five full pages with advertisements.[xix] The most successful paper of the era, The Pennsylvania
Gazette, generated, between 1748 and 1766, a third of its revenue from advertising.[xx]
The vast majority
of the revenues of these early newspapers were from selling subscriptions. Newspapers were considered luxury goods and
purchased primarily by the well-educated, moneyed elite. Early in this period, many newspaper publishers had trouble getting subscribers,
much less getting them to pay up. It was
not uncommon for publishers to take their payments in livestock, fuel, or other
goods. Notwithstanding these
difficulties, the circulation of newspapers constantly increased during this
phase. By 1765, it is estimated that
five percent of the white families in the colonies received a newspaper weekly.
Refrences: /p>
- EVERETT M. ROGERS, DIFFUSION OF INNOVATION 267-92 (5th ed. 2003)
- FRANK L. MOTT, AMERICAN JOURNALISM 7(3rd ed. 1962)
- 3. JAMES M. LEE , HISTORY OF AMERICAN JOURNALISM (1917)
- 4. WM. DAVID SLOAN & JULIE HEDGEPETH WILLIAMS, THE EARLY AMERICAN PRESS, 1690-1783 (1994)
[x] For a discussion
of freedom of the press in this era see
Sloan & Williams at 73
[xi] Sloan & Williams at 118
[xii]For an
accounting of all papers that opened and closed between 1735-1765 see Sloan & Williams at 103-05
[xiv] Sloan & Williams at 98
[xv] For a
discussion of the roll of the post in the fostering the early press see Richard B. Kielbowicz, The Pres, Post Office, and Flow of News in
the Early Republic, 3 Journal of the
Early Republics 255 (1983);
[xxi] Mott at 59 (“This is on the basis of somewhat less than
one and a half million white population, and an aggregate newspaper circulation
of about 14,000 weekly” Id. at 59 ft.
nt. 34).