An American institution marked two centuries on August 4.
I am letting you all know here, in case you missed the announcement.
Readers old enough to remember the Saturday Evening Post may think it died years ago. Not so.
The once ubiquitous flagship journal of the Curtis Publishing Company was rescued from demise by the Saturday Evening Post Society, a nonprofit group which purchased the magazine in 1982. The Post now appears as six large-format print issues per year, with an impressive circulation of 237,907 (2018). It also manages a thriving Web presence.
“And this is significant, Dear New Favorite Writer, because of . . . exactly, what?”
Mainly, Astute and Forbearing Reader, because of the magazine’s unassailable tradition and the long list of distinguished writers whose works have graced its pages.
Younger readers may recognize the Saturday Evening Post as the locus of a series of cover illustrations which cemented the fame of 20th-century artist Norman Rockwell.
But those full-color covers—52 of them each year—by Rockwell and other great illustrators merely scratch the surface of the Post’s glory. When Your New Favorite Writer was a kid, in the 1950s, the Saturday Evening Post was a major pillar of Main Street America. People from all walks of life read the Post, learned from it, and were endlessly entertained by it.
Great Writers and Editors
Each issue held a lively mix of fiction, nonfiction, and features. The Post’s quick response times and generous pay attracted the best writers—Joseph Conrad, O. Henry, Rudyard Kipling, and others. Jack London’s Call of the Wild premiered in the pages of the Saturday Evening Post.
Under a succession of editors—George Horace Lorimer, Wesley Stout, and Ben Hibbs—the magazine reached a peak circulation of over seven million and attracted writers such as Owen Wister, Ring Lardner, William Faulkner, Stephen Viincent Benet, Agatha Christie, and Ray Bradbury.
A Focus on Fiction
The magazine was particularly known as a great venue for fiction. Not avant-garde fiction, but mainstream fiction. And not just the writings of the greats, but great writing from not-so-well-known authors.
As a boy I followed the exploits of Alexander Botts, freewheeling salesman of Earthworm Tractors for the Farmer’s Friend Tractor Company. In a series of stories by William Hazlett Upson, Botts’s odd-ball sales campaigns were chronicled as a stream of frantic memos, letters, and telegrams between the loose cannon Botts and his perplexed home office in Earthworm City, Illinois.
It was, as they say, to larf.
Many young writers got a hand up by selling stories to the Post. Young writers are still doing this today—not to mention a few superannuated novices, such as Your New Favorite Writer. When I began to write fiction as a septuagenarian, I had a few quirky tales about a young boy named Izzy Mahler, growing up in a small town in the 1950s. The Post was kind enough to publish three of them (see here, here, and here), including one which won honorable mention in the magazine’s 2018 Great American Fiction Contest. For this I cannot help being grateful.
Rescued from Oblivion
And I was thankful for the far-sighted energy of Indianapolis industrialist Beurt SerVaas, who saved the Post during its distressed days in the 1960s and ’70s. When he acquired the Post, he was primarily interested in its sister publication, Jack and Jill, the well-known children’s magazine. In 1982, he spun the Post off into a nonprofit company, and the magazine began to focus on nonfiction articles about health, medicine, and volunteering—the passions of his wife and business partner, Cory.
A more recent strategic shift, in 2013, brought the Saturday Evening Post back to its original mission. According to the magazine’s website, it “returned to . . . celebrating America, past, present, and future. Since then, the Post has focused on the elements that have always made it popular: good story telling, fiction, art, and history.”
Storytellers, take note. The Saturday Evening Post is still in business, doing what it has always done best, bringing high-quality mainstream narratives to the American public.
Larry F. Sommers, Your New Favorite Writer