A striking difference between the older magazines and the recent ones is the conspicuous absence from the journal of a century ago of what is commonly called "light literature." Magazines were then conducted by scholars for scholars. "Popular" essays and silly novels had not yet depraved the taste of readers who could relish Somerville and Shenstone, Savage and Johnson. Articles appeared monthly in the Port Folio that could not by any chance win recognition from an editor of these days. One of the favorite amusements of the Port Folio gentlemen was the translation of Mother Goose melodies and alliterative nursery rhymes into Latin, and especially into Greek. These curious translations, in which the object was to preserve in the Greek, as far as possible, the verbal eccentricities of "butter blue beans" and other intricate verses of infantile memory, are scattered up and down the pages of the Port Folio, together with fresh versions of Horace and dissertations upon classical rhetoric.
But the curtain has fallen on all this scholastic bravery. The dust of a dry antiquity has settled upon the laborious pages of these ragged tomes, undisturbed save by some "local grubber," or by some "illustrator" in search of portraits for a rich man's library.
Magazines increase and fill the demand of the public, but they are not cut upon the ancient pattern. The gradual accumulation of books about books, of criticisms on both, of reviews of the critics, of newspaper accounts of the reviews, of weekly summaries of the newspapers, seems to be carrying us ever further from the face of reality into a mere commerce of ideas on which no healthy soul can live.
THE EIGHTEENTH CENTURY.
The type of the monthly periodical was fixed when Edward Cave, in 1731, founded in London The Gentleman's Magazine. Ten years later, and at the very time that Samuel Johnson, at St. John's Gate, was preparing for "Sylvanus Urban, Esq.," the reports of the parliamentary debates, Benjamin Franklin and Andrew Bradford issued in Philadelphia the first monthly magazines in America.
These two magazines appear to have been conceived in jealousy and brought forth in anger. In the Philadelphia Weekly Mercury of October 30, 1740, is the announcement of a prospective magazine to be edited by John Webbe and printed by Andrew Bradford, to be issued monthly, to contain four sheets, and to cost twelve shillings Pennsylvania money a year. The magazine, it was promised, should contain speeches of governors, addresses and answers of assemblies, their resolutions and debates, extracts of laws, with the reasons on which they were founded and the grievances intended to be remedied by them; accounts of the climate, soil, productions, trade and manufactures of all the British plantations, the constitutions of the several colonies with their respective views and interests; of remarkable trials, civil and criminal; of the course of exchange and the proportion between sterling and the several paper currencies, and the price of goods in the principal trading marts of the plantations. One thing only the new magazine should not contain: its pages should never be smeared by falsehood, nor sullied by defamatory libelling.
In the Pennsylvania Gazette of November 13, 1740, Franklin announced a monthly magazine to be called The General Magazine and Historical Chronicle for all the British Plantations in America. The price was to be nine-pence Pennsylvania money, with considerable allowance to shopmen who should take quantities. The brevity of Franklin's advertisement is in strong contrast to the learned length of Webbe's pedantic prospectus. He claims that the idea of the magazine had long been in his mind, and that Webbe had stolen his plans. Before he had divulged the scheme to Webbe he had proceeded so far in the matter as to choose his writers and to buy his small type.
Webbe wrote a wrathful reply in the Mercury of November 13, and continued it under the title of "The Detection" through three numbers. He admitted that Franklin did communicate to him his desire to print a magazine, and asked him to compose it. But this did not restrain him from publishing at any other press without Mr. Franklin's leave. In the third number of "The Detection," Webbe accused Franklin of using his place of Postmaster to shut the Mercury out of the post, and of refusing to allow the riders to carry it. Up to this point Franklin had made no reply to Webbe's abuse, but upon this new attack he dropped the advertisement of the magazine and put a letter in its stead in the Gazette of December 11. He acknowledged it to be true that the riders did not carry Bradford's Mercury, but explained that the Postmaster-General, Colonel Spotswood, had forbidden it because Mr. Bradford had refused to settle his accounts as late Postmaster at Philadelphia.
Webbe had the last word in the controversy in a reply to this letter (Mercury, December 18), in which he showed that Franklin had not complied with the order of Colonel Spotswood until the personal letters appeared in the Mercury.