The Saturday Evening Post: America's Longest-Lived Magazine

Origins and Early Success

• Benjamin Franklin's Influence (1723)

  • Published the Pennsylvania Gazette in Philadelphia.
  • Aimed for readers across the American colonies; became the most successful publication in America.
  • Offered local and international news, editorials, and early advertisements.
  • Circulation boosted after Franklin became Philadelphia's postmaster.

• Content and Advice

  • Focused on useful and entertaining content.
  • Provided advice on business success and social behavior.

Revival of the Publication

• 1880s Revival

  • New publishers revived Franklin’s print shop, launching the Saturday Evening Post.
  • Emphasized hard work, education, and moral values, reflecting Franklin’s ideals.
  • Reported national events like the deaths of John Adams and Thomas Jefferson.

• Growth

  • By the 1860s, had 90,000 subscribers, becoming a national publication.

Challenges During the Civil War

• Loss of Circulation
  • Civil War disrupted delivery to Confederate states.
  • Continued providing reports on the war, including coverage of major battles.

Transition to Literature Focus

• Post-War Changes
  • Shifted focus to literature and serialized novels by 1867.
  • Circulation dropped dramatically by the 1890s, leading to a focus on fiction.

Cyrus Curtis and the New Saturday Evening Post

• Cyrus Curtis' Acquisition (1897)

  • Purchased the Post for $1,000, later investing $800,000 to revive it.
  • Hired editor George Horace Lorimer to reach American men with articles about success.

• Transformation

  • Circulation grew from 1,800 to half a million in five years.
  • By 1910, became America's most popular magazine with 2 million subscribers.

The Roaring Twenties

• Peak Success
  • Revenue from advertisements increased significantly.
  • The magazine thrived with diverse content reflecting the changing American society.

The Great Depression and Challenges in the 1930s

• Economic Collapse
  • Ad revenues dropped by 60%, leading to smaller issues and a broader appeal.
  • Featured sports and detective fiction to retain readership.

World War II Coverage

• Reporting on the War
  • Published accounts from correspondents and soldiers throughout the war.
  • Featured cover art that resonated with the American public.

Post-War Changes and the 1950s

• Economic Prosperity
  • Reflected a growing standard of living and changing societal values.
  • Faced competition from television and rising production costs.

The 1960s and Decline

• Changing Perspective
  • Attempted redesign and contemporary content to attract new readers but faced backlash.
  • Ultimately ceased publication in 1969 due to declining circulation and profitability.

Revival in the 1970s

• Bert Servos' Acquisition
  • Purchased Curtis Publishing and relaunched the magazine in 1971.
  • Emphasized health and medical information alongside traditional content.

Modern Era and Digital Transition

• Leadership Transition

  • Bert's daughter Joan took over as publisher, returning to general interest content.
  • All 200 years of the magazine's history digitized and made available online.

• Independence and Legacy

  • Remains an independent magazine, continuing to tell America's story.