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02 100xpennypress
02 100xpennypress
Penny Press
• Most of the big ports in the country have newspapers, which have jumped from 55 just
after the American Revolution to 512.
• The War of 1812 will open the west to the Frontier Press.
• Magazines start to take hold as a national medium, though not yet a mass medium.
• And Thomas Jefferson, an anti-federalist, is elected president.
The stage is almost set for newspapers to make the leap to a mass medium.
One of the themes of the textbook is that the media are technology driven. Well, in the early
1800s printing technology brought together the new rotary press and the steam engine. This is
key ingredient to what is about to come.
Also key was the fact that Jefferson was president. Under his administration a public education
system was established. Remember that literacy, until now, had been reserved for the elite.
Well, while slaves in this country still were excluded, the public education system opened up
literacy for the masses.
Newspapers of the day cost about 10 cents each . . . too expensive for the masses. But there was
a large literate audience out there. Day took advantage of the fact that he could print thousands
of papers inexpensively and sold the papers for a penny each. He also changed to content of
newspapers to make it more sensation and more popular to the lower class. He hired boys to
hawk the newspapers on street corners. His idea was huge success and newspapers crossed that
line that made them truly mass media. Others were quick to follow his lead. They became so
powerful that they were called Lords of the Press.
The Importance of the Penny Press
While this lecture is short, the importance of the Penny Press to mass media cannot be
underestimated. Only recently have we seen anything like it. In 1989 the Gannett Corporation
started a new kind of newspaper, called USA Today. The impact it had, and continues to have,
on other newspapers is akin to the Penny Press.
And still another event has taken place that has had a more profound impact. The Internet is
changing ALL media in many ways.
Reading Assignment
You should be reading the chapter on newspapers in your textbook to get more information
about newspaper history.
Exercise
Briefly describe how the Penny Press transformed newspapers into mass media.
Note that when submitting the answer start the subject line with:
Send to rcameron@cerritos.edu