In the United States, magazine publishing boomed as part of the general expansion after the Civil War. It was also helped by favourable postal rates for periodicals (1879). But a gulf remained between expensive magazines aimed at the genteel, such as Harper’s and Scribner’s (see below Literary and scientific magazines), and cheaper weeklies and miscellanies. The first person to produce a popular monthly to fill this gap and thus spark off a revolution in the industry was Samuel Sidney McClure, who began publishing McClure’s Magazine in 1893, which he sold for 15 cents an issue instead of the usual 25 or 35 cents. John Brisben Walker, who was building up Cosmopolitan (founded 1886) after acquiring it in 1889, cut his price to 12 1/2 cents, and in October 1893 Frank A. Munsey reduced the price of Munsey’s Magazine (1889–1929) to 10 cents. All three saw that, by keeping down the price and gearing contents to the interests and problems of the average reader, high circulations were attainable. Munsey estimated that, between 1893 and 1899, “the ten-cent magazine increased the magazine-buying public from 250,000 to 750,000 persons.” This increase in circulation in turn led to high advertising revenue, making it possible to sell a magazine, like a newspaper, for less than its cost of production, a practice that was to become common in the next century. Technical development was also important; mass-production methods and the use of photoengraving processes for illustration enabled attractive magazines to be produced at ever lower unit costs.
The first magazine published in Australia was the Australian Magazine, which began in 1821 and lasted for 13 monthly issues. The South Asian Register began as a quarterly in 1827 but only four issues appeared. The Hobart Town Magazine (1833–34) survived a bit longer and contained stories, poems, and essays by Australian writers. The Sydney Literary News (1837) was the first to contain serial fiction and advertisements. Illustrations were introduced in the 1840s; the Australian Gold Digger’s Monthly Magazine and Colonial Family Visitor (1852–53) was followed by the Melbourne Punch (1855–1925; incorporated in Table Talk, 1885–1937).
In India the first magazines were published by the British. The earliest to appear was the Oriental Magazine; or, Calcutta Amusement (1785–86); it was followed by a number of short-lived missionary publications. The first periodical founded and edited by an Indian was the Hindustan Review, which commenced in 1900.
Missionaries founded the first periodical in China; printed in Malacca, the Chinese Monthly Magazine lasted from 1815 to 1822. It was followed by the East-West Monthly Magazine, printed in Canton from 1833 to 1837 and in Singapore from 1837 until its end in 1847. Illustrated magazines
The first man in Britain to notice the effect of illustrations on sales and grasp their possibilities was a newsagent in Nottingham, Herbert Ingram, who moved to London in 1842 and began publishing The Illustrated London News, a weekly consisting of 16 pages of letterpress and 32 woodcuts. It was successful from the start, winning the approval of the Archbishop of Canterbury and hence that of the clerical public. Though it suffered at first from the defect that its pictures were by well-known artists but were not taken from life, it later sent artists all over the world. Drawings made on the spot during the South African War, sometimes at considerable risk, were a great popular feature. Among its competitors was the monthly English Illustrated Magazine (1883–1913).
The idea of presenting the news largely in pictures was quickly taken up in France by L’Illustration (1843–1944) and in Germany by the Leipziger illustrierte Zeitung (1843) and Die Woche (1899–1940).
In the United States, the main early illustrated magazines were Leslie’s Weekly (1855–1922) and Harper’s Weekly (1857). Soon after its founding, Leslie’s had a circulation of 100,000, which doubled or trebled whenever there was something sensational to portray. During the Civil War, of which it gave a good pictorial record, it had as many as 12 correspondents at the front.
The invention of photography and the development of the halftone block began to transform this type of magazine from the 1890s, with the artist increasingly being displaced by the camera. Women’s magazines
Women’s magazines frequently reflect the changing view of women’s role in society. In the 18th century, when women were expected to participate in social and political life, those magazines aimed primarily at women were relatively robust and stimulating in content; in the 19th, when domesticity became the ideal, they were inclined to be insipid and humourless. After about 1880, magazines began to widen their horizons again.
Typical of the late Georgian and Regency magazines in Britain were The Lady’s Magazine (1770), a sixpenny monthly that, along with its literary contributions and fashion notes, gave away embroidery patterns and sheet music; The Lady’s Monthly Museum (1798), which had a half-yearly “Cabinet of Fashion” illustrated by coloured engravings, the first to appear in a women’s periodical; and La Belle Assemblée (1806), which encouraged its readers to unburden themselves in its correspondence columns. These three merged in 1832, the first instance of what was to become a common occurrence, but ceased publication in 1847. Later women’s magazines included The Ladies’ Pocket Magazine (1824–40), The Ladies’ Cabinet (1832–52), The New Monthly Belle Assemblée (1847–70), and The Ladies’ Treasury (1857–95). All contained verse, fiction, and articles of high moral tone but low intellectual content. There were attempts to swim against the tide, such as The Female’s Friend (1846), which was one of the first periodicals to espouse women’s rights, but they seldom lasted long.
In 1852 a wider market began to be tapped by The Englishwoman’s Domestic Magazine, a monthly issued by Samuel Beeton at twopence instead of the usual one shilling; it was also the first women’s periodical to concentrate on home management and offer practical advice to women rather than provide entertainment for the idle. Beeton’s wife (author of the classic Book of Household Management, 1861) visited Paris regularly and acquired fashion plates from Adolphe Goubaud’s Moniteur de la Mode. A feature of Beeton’s magazine was the “Practical Dress Instructor,” a forerunner of the paper dressmaking pattern. In 1861, Beeton followed up his success with The Queen, a weekly newspaper of more topical character.
The great expansion of women’s magazines into a major industry may be dated in Britain from Myra’s Journal of Dress and Fashion (1875–1912) and Weldon’s Ladies’ Journal (1875–1954), both of which supplied dressmaking patterns and met the needs of a mass readership. Several new quality magazines were started, such as The Lady (founded 1885) and The Gentlewoman (1890–1926), one of the first to acknowledge the financial necessity of advertisements, but there were many more cheap weeklies, such as Home Notes (1894–1957), Home Chat (1895–1958), and Home Companion (1897–1956); these were of great help in teaching women about hygiene, nutrition, and child care.