The second paper established on the western coast was _The Elevator_, which was begun by Phillip Bell, April 18, 1865, in San Francisco, Cal. The paper stated its mission thus: “We shall labor for the civil and political enfranchisement of the Colored people—not as a distinct and separate race, but as American citizens.” The publisher encouraged advertisements and quoted his rates as being 60 cents for one insertion and 25 cents for each subsequent insertion. [Sidenote: BELL A MAN OF LEARNING] Bell had been connected with the journalistic field for twenty-five years, and as a result was experienced in the work. His editorials were of a high quality. His paper was neatly printed and contained contributions relating to science, art, literature and drama. In fact, it is said that Bell himself was well-versed in belles-lettres and dramatic criticism. By many of his contemporaries he was considered the Napoleon of the Negro press. Although he died in 1889, his paper continued for many years thereafter. CHAPTER III THE RECONSTRUCTION PERIOD (1865-1880) [Sidenote: EMANCIPATION GOAL OF NEGRO PRESS] With the emancipation, a new period in Negro Journalism is begun. For nearly forty years newspapers had been published by Negroes who had obtained their freedom, but the circulation of these papers among the race group of necessity was limited. Emancipation marked the realization of the goal of the Negro press prior to that time, and with the ushering in of freedom many of the newspapers ceased publication. There was, however, still another great, if not even more important task for the Negro press—the education of the masses of illiterate. This task the surviving newspapers, together with many new ones, set out to accomplish. [Sidenote: FIRST SOUTHERN NEGRO NEWSPAPER] The first notable development of the period was the beginning of Negro newspapers in the South, where the large majority of Negroes were located. The first Negro newspaper published in the South was _The Colored American_ of Augusta, Ga., issued for the first time in October, 1865. The following paragraph from its prospectus will suffice to show the paper’s attitude and policy: [Sidenote: COLORED AMERICAN’S PROSPECTUS] “It (_The Colored American_) is designated to be a vehicle for the diffusion of Religious, Political and General Intelligence. It will be devoted to the promotion of harmony and good-will between the whites and Colored people of the south, and untiring in its advocacy of Industry and Education among all classes; but particularly the class most in need of our agency. “Accepting, at all times, the decision of public sentiment and Legislative Assemblies, and bowing to the majesty of law, it will fearlessly remonstrate against legal and constitutional proscription by appeal to the public sense of justice.”[3] [Sidenote: SHUFTEN’S EDITORIAL ON THE RACE PROBLEM]