Making the Museum — The Saturday Evening Post and its iconic Norman...

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The Saturday Evening Post and its iconic Norman Rockwell covers are seared into the American memory. And the venerable publication was itself the direct descendant of an even more legendary publication: Benjamin Franklin's Pennsylvania Gazette. So...

The Saturday Evening Post and its iconic Norman Rockwell covers are seared into the American memory. And the venerable publication was itself the direct descendant of an even more legendary publication: Benjamin Franklin's Pennsylvania Gazette. So imagine our delight to discover that, for a short window of time, one iteration of the Saturday Evening Post was actually printed on the site of the future Museum!

It all started in 1729 when 22-year-old Benjamin Franklin and his partner Hugh Meredith purchased a flailing newspaper called The Universal Instructor in all the Arts and Sciences and Pennsylvania Gazette. (They quickly shortened the name.) Printed from their shop at 51 High Street, the newspaper became incredibly successful, due in no small part to Franklin’s written contributions. After Meredith retired, in 1748 Franklin brought on a new partner, David Hall. Hall took on full control of their printing company and the Pennsylvania Gazette upon Franklin’s retirement. From 1766 on, the business changed hands a number of times, including when Hall passed away and partial ownership shifted to his sons, its name switching from Hall & Sellers to Hall & Piere to Hall & Atkinson. It’s this last iteration that leads to the birth of the Saturday Evening Post.

When David Hall, Jr., passed away in 1821 his partner Samuel C. Atkinson united with Charles Alexander. They decided to rebrand the Pennsylvania Gazette into a literary weekly with mass appeal, covering foreign and domestic news, while eschewing all politics. The Saturday Evening Post debuted on August 4, 1821.

In 1827 the business moved from Franklin’s original headquarters to nearby 112 Chestnut Street. Atkinson became the sole owner of the Saturday Evening Post the following year, then in 1833 he moved the company to 36 Carter’s Alley, where the Museum is being built. The successful weekly was published there until 1840, when new owners George Graham ad John Du Solle moved the business further up the block to Third and Chestnut Streets.

The pattern of ownership changes continued for the next decade, with Edmund Deacon and Henry Peterson eventually taking over in 1848. They ushered in a renaissance of sorts for the Saturday Evening Post, boosting its weekly circulation to 100,000. But as seems characteristic of the roller-coaster fortunes of the publication, this success was not to last. It appears that Peterson broke the non-politics rule by writing a virulently anti-slavery article that alienated their significant Southern following, resulting in a slashed subscriber base.

The next revival would not occur until 1897, when Cyrus Curtis (of the Curtis Publishing Company) purchased the Saturday Evening Post from its most recent owners. Curtis turned it into one of the most beloved magazines in the country. It would enjoy this status until its readership began to decline in the 1960s. But like a phoenix, the Saturday Evening Post has risen again. Now published by a nonprofit, the magazine underwent a reinvention in 2013. It lives on from its home base in Indianapolis, nearly 300 years after its first iteration was born.

Image Source: October 2, 1729 edition of the Pennsylvania Gazette via the Historical Society of Pennsylvania. November 28, 1903 edition of the Saturday Evening Post via Wikimedia Commons.

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