Abstract
The success of William Thackeray’s shilling monthly periodical, The Cornhill
Magazine, which first appeared in 1859, spawned a series of imitators in
the 1860s with titles drawn from London landmarks. Temple Bar, St Paul’s,
Belgravia and St James’s all attempted to court the same metropolitan
middle-class family readership that Thackeray had enjoyed with his inclusion
of apolitical and non-controversial articles, serialized novels, and poetry.
The editor of Temple Bar, George Augustus Sala — one of Dickens’s ‘Young
Men’ — promised in the prospectus that his periodical would be ‘full of
solid yet entertaining matter, that shall be interesting to Englishmen and
Englishwomen . . . and that Filia-familias may read with as much gratification
as Pater or Mater-familias’. But, paradoxically, Sala decided to surround
himself with a team of contributors hand-picked from his own bohemian
circle, London journalists whose political and social outlook were at odds
with those of a family readership. This article will argue that Sala, along
with sub-editor Edmund Yates and publisher John Maxwell, deliberately and
cynically packed the first edition of Temple Bar with material designed to
ensnare a ‘respectable’ middle-class family readership. With selective anonymity
and a serialized novel later described by Yates as ‘Trollope-and-milk’,
along with articles of a conservative and London-centric nature, 30,000
copies of the first edition were sold. Once this readership had been established,
the editorial team began to introduce content of a more liberal
nature. Serialized sensation novels, such as Sala’s Seven Sons Of Mammon
and Mary Braddon’s Aurora Floyd, attacked the dominance of the domestic
realist novel, while hard-hitting articles and poems alerted readers to the
misery and poverty to be found on the streets of London. Sala slowly
created a periodical that, for a time at least, was the most unconventional
of the shilling monthlies. This article will reveal the difficulties and subtleties
involved in creating a brand personality for a monthly periodical, and by
doing so will highlight the complex relationships that existed between
nineteenth-century London journalists.
Original language | English |
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Pages (from-to) | 185-209 |
Number of pages | 25 |
Journal | The London Journal |
Volume | 35 |
Issue number | 2 |
DOIs | |
Publication status | Published - 1 Jul 2010 |