Prejudices, first seriesMencken, H. L. (Henry Louis)
History
Prejudices, first series
Mencken, H. L. (Henry Louis)
American essays -- 20th century; American literature -- History and criticism; Literature -- History and criticism
At the moment, of course, it holds no such clear field; perhaps it has
served its function and is ready for a placid old age. The thing that
displaced it was the yellow magazine of the _McClure’s_ type—a variety
of magazine which surpassed it in the race for circulation by
exaggerating and vulgarizing all its merits. Dr. Tassin seems to think,
with William Archer, that S. S. McClure was the inventor of this type,
but the truth is that its real father was the unknown originator of the
Sunday supplement. What McClure—a shrewd literary bagman—did was to
apply the sensational methods of the cheap newspaper to a new and cheap
magazine. Yellow journalism was rising and he went in on the tide. The
satanic Hearst was getting on his legs at the same time, and I daresay
that the muck-raking magazines, even in their palmy days, followed him a
good deal more than they led him. McClure and the imitators of McClure
borrowed his adept thumping of the tom-tom; Munsey and the imitators of
Munsey borrowed his mush. _McClure’s_ and _Everybody’s_, even when they
had the whole nation by the ears, did little save repeat in solemn,
awful tones what Hearst had said before. As for _Munsey’s_, at the
height of its circulation, it was little more than a Sunday “magazine
section” on smooth paper, and with somewhat clearer half-tones than
Hearst could print. Nearly all the genuinely original ideas of these
Yankee Harmsworths of yesterday turned out badly. John Brisben Walker,
with the _Cosmopolitan_, tried to make his magazine a sort of national
university, and it went to pot. Ridgway, of _Everybody’s_, planned a
weekly to be published in a dozen cities simultaneously, and lost a
fortune trying to establish it. McClure, facing a situation to be
described presently, couldn’t manage it, and his magazine got away from
him. As for Munsey, there are many wrecks behind him; he is forever
experimenting boldly and failing gloriously. Even his claim to have
invented the all-fiction magazine is open to caveat; there were probably
plenty of such things, in substance if not in name, before the _Argosy_.
Hearst, the teacher of them all, now openly holds the place that belongs
to him. He has galvanized the corpse of the old _Cosmopolitan_ into a
great success, he has distanced all rivals with _Hearst’s_, he has
beaten the English on their own ground with _Nash’s_, and he has
rehabilitated various lesser magazines. More, he has forced the other
magazine publishers to imitate him. A glance at _McClure’s_ to-day
offers all the proof that is needed of his influence upon his inferiors.
Public-domain text, read in full here on John Shaqi.
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