One name typically comes to mind when The Saturday Evening Post is mentioned. I’m sure by the time you finished that first sentence, you thought of Norman Rockwell. Open up the homepage of the magazine’s online edition, and you’ll see the famous artist’s face. In fact there is a section on the main page right below “Art and Artists of the Post” that reads, “Norman Rockwell: Learn more about The Post’s most beloved artist.” For good reason, Rockwell’s name is synonymous with the magazine. His works of art, which were on the cover of more than 300 editions of the publication, took on a life of their own.
In 2013, a Rockwell painting entitled “Saying Grace” sold for $46 million. This was a record for an American painting sold at auction. More impressively, some of Rockwell’s work was ushered around the country in 1943 to help raise money for the war effort. His famous “Four Freedoms” paintings raked in $133 million (nearly $2.5 billion today). None of these works were sold, however. The money came from ticket sales in order to just get a glimpse of the paintings.
Franklin’s Start
Franklin’s rise to publishing prominence was no easy path. He had wanted to be a sailor. His father squashed that idea. Franklin was not interested in pursuing his father’s trade of candle-making. He did, however, possess a “bookish inclination.” His father approved, and “determined … to make [him] a printer.” One of his older sons, James, was already in the printing business in Boston. It was two birds and one stone: Franklin would become his brother’s apprentice.
It was not a happy arrangement. The indenturing contract was rather one-sided. Apprenticeships were traditionally seven-year agreements. This one was for nine years—from the ages of 12 to 21—and Franklin would only receive journeyman’s wages in the ninth and final year.
Although Franklin was happy to have “access to better books,” the two brothers struggled to work with each other. Franklin resented “the blows his [brother’s] passion too often urged him to bestow upon me,” but he also admitted that as a young man, “perhaps I was too saucy and provoking.”
About three years after Franklin became his brother’s apprentice, James started his own newspaper called The New England Courant. In 1722, when the paper printed a piece that “gave offense to the Assembly,” James was “taken up, censur’d, and imprison’d for a month.” Franklin continued to run the paper. During his brother’s absence, Franklin proved his “genius … for libelling and satyr [sic].” When the Assembly agreed to discharge James, they did so with the order that, “James Franklin should no longer print the paper called the New England Courant.” So James placed the paper under Franklin’s name.
Out on His Own
The young apprentice knew his brother would have to expose the signatory subterfuge if he left, and he was willing to bet that James wouldn’t. His gamble succeeded. He sold some books and purchased a ticket to sail to New York in 1723. The 17-year-old Franklin possessed skills in printing that most didn’t have, but in New York there was no job to be had. The owner of the only print shop in New York, William Bradford, suggested he travel to Philadelphia to work for his son who needed an assistant.When Franklin arrived, the job was not available. He came to the attention of William Keith, the governor of the Pennsylvania colony. Keith, hoping to improve Philadelphia’s newspaper industry, encouraged young Franklin to travel to London to better his skills. Franklin made the trip in 1724 and returned to Philadelphia in 1726.
Leading the Gazette
That same year, Keimer started The Pennsylvania Gazette, but “Credit and Business declining daily, he was at last forc’d to sell his Printing-House.” In 1729, Keimer sold to Franklin, who now only had one last local competitor in the newspaper business: William Bradford’s son, Andrew.While Franklin’s Pennsylvania Gazette expanded from classified advertisements and employment notices to news articles and opinion pieces, Bradford’s newspaper experienced a number of problems “respecting some Negligence in rendering, and Inexactitude of his Accounts.” The lack of professionalism cost Bradford the Postmaster General’s commission in 1737, which was given to Franklin. The Pennsylvania Gazette was now full-steam ahead.
Under Franklin’s managerial direction combined with his literary talent, The Pennsylvania Gazette became the most prominent newspaper in the colonies. The entrepreneurial giant not only expanded his circulation, but also his personal influence by writing opinions on various subjects, from politics to war to economics. He promoted the idea of paper currency, helped recruit militia members during King George’s War, and also published the first political cartoon—the “Join, or Die” illustration that encouraged the colonies to remain united during the French and Indian War. He also created the cartoon.
A New Paper in Franklin’s Shop
Although the newspaper ended its operation, Franklin’s print shop did not. It pressed on as a major part of the city’s bustling Market Street and continued printing newspapers, pamphlets, books, and other paper products.In 1820, Franklin’s print shop was run by Samuel Atkinson. His friend, Charles Alexander, proposed printing a famous poem, but first he wanted to get subscribers. The poem was apparently popular enough within Philadelphia society to garner 200 subscribers. Since Alexander was able to obtain that many subscribers, he suggested Atkinson start a newspaper. Atkinson agreed and decided to print a small four-page paper that would include local and national news. The newspaper would be called The Saturday Evening Post because it would be delivered in the mail’s second delivery on Saturdays.
It was during this week in history, on Aug. 4, 1821, that the first Saturday Evening Post was printed in the print shop of Benjamin Franklin and delivered to subscribers. It maintained its newspaper status for nearly the rest of the 19th century. The newspaper greatly expanded its circulation, eventually covering topics like business, law, exploration, fashion, science, and military conflicts, like the U.S. Civil War. As aforementioned, it published works from some of America’s greatest writers.
The newspaper, which would have pleased Franklin, became one of the country’s most read and respected. As the century neared its end, however, The Saturday Evening Post began to dwindle in circulation. The publication was revived when it was purchased by successful publisher Cyrus Curtis. It was during his time as owner that The Saturday Evening Post became known for what many recall today: the cover art of Rockwell, and numerous other artists.
