Abstract: The 19th century’s invention of the Penny Press was a significant turning point in journalism. It allowed working-class Americans to access newspapers and paved the way for tabloid journalism and investigative reporting. The introduction of the Penny Press has had a significant impact on journalism in four areas: first, it led to the emergence of the Penny Press itself; second, a comparison can be made between Libertarian Press Theory and the Penny Press; third, the Penny Press has influenced modern journalism; and fourth, the mass media distribution, led by Benjamin Day, has played a crucial role in shaping the history of journalism. The article proposes a research agenda to study journalism through the lens of the Penny Press.
Introduction
The emergence of the Penny Press during the 19th century marked a significant change in the landscape of journalism. It reshaped how information was disseminated and consumed in the United States. This revolutionary phenomenon democratized access to news and laid the groundwork for modern journalism (Brazeal, 2005, pp. 405-414). The penny press brought about changes beyond affordability. It revolutionized the production and distribution of newspapers, printing an incredible 1,100 copies per hour. The mass media model was born, and street vendors called Newsies helped ensure newspapers reached a broad audience. The mass distribution of Penny Press methods set the template for the large-scale circulation strategies used by contemporary media outlets.
To achieve a wider readership, the penny press led to the decline of partisan or biased media practices. Publications began adopting a more neutral and objective reporting tone, laying the foundation for modern journalism’s ethical principles (Evensen, 2018, pp. 87-100). This shift towards impartiality marked a departure from politically aligned newspapers of the past, establishing a commitment to presenting information fairly and unbiasedly. By exploring the impact of the penny press on journalism, we can understand the multifaceted changes that this revolutionary movement brought about, from economic accessibility and distribution strategies to shifts in journalistic content and ethics. The legacy of the penny press still endures in contemporary journalism, reminding us of its profound and lasting influence on disseminating information to the masses.
Literature Review
John Nerone’s influential work, “The Mythology of the Penny Press,” delves into the emergence of the penny press phenomenon during the mid-19th century. The Journal of Critical Studies in Mass Communication, published in 1987, provides an in-depth analysis of the transformative era marked by the establishment of The New York Sun by Benjamin Day in 1833. This event was a pivotal moment that revolutionized American journalism.
Nerone’s research provides valuable insights into the evolution of the newspaper business model. He sheds light on Day’s key role in steering away from the conventional subscription-based approach to adopting an advertising model (Nerone, 1987, pp. 376-404). By analyzing Day’s strategies, which included recruiting news reporters from different cities and offering commissions to newsboys selling papers on the streets, Nerone (1987) provides a nuanced understanding of how The New York Sun disrupted the industry (pp. 376-404). This created a blueprint that endures in contemporary journalism.
In 1833, American journalism underwent a significant transformation with the establishment of The New York Sun by Benjamin Day (Evensen, 2018, pp. 87-100). This event marked the birth of the first successful penny press in the United States, forever changing the prevailing newspaper business model. Day has introduced an innovative advertising model that is still in use today. Unlike the traditional subscription-based approach, Day’s vision was to make newspapers more accessible to the public by selling them for just one penny. This new approach redefined the economic foundation of newspapers and set the stage for a new era in journalism.
Benjamin Day founded The New York Sun, a pioneer in the newspaper industry. One of Day’s innovative strategies was to recruit news reporters from different cities to create a network of correspondents. This helped expand the newspaper’s reach and diversity of content, allowing it to deliver timely and relevant news to its readers, setting it apart from its competitors. Day also introduced the concept of commissions for “newsies,” young entrepreneurs who sold papers on the streets. This incentivized them to distribute the newspaper to a broader audience. Day’s editorial choices, including the inclusion of human-interest stories and crime reporting, contributed significantly to the paper’s success. George Wisner became the first crime and police reporter, and Day’s strategic focus on engaging content resonated with the public, leading to the rapid growth of The New York Sun (Evensen, 2018, pp. 87-100).
As of 1839, The New York Sun had accomplished an impressive feat of having a circulation exceeding 50,000 copies. This remarkable success highlights Benjamin Day’s innovations’ effectiveness in business strategy and editorial content (Katz, 2020, pp. 1-23). The newsies, who had become an integral part of the newspaper distribution system, continued to thrive and reinforce their presence on the streets as information providers. Day’s advertising-focused model proved sustainable and profitable, setting the trajectory for the newspaper industry for decades to come (Katz, 2020, pp. 1-23). In essence, Benjamin Day’s bold departure from tradition, combined with his keen understanding of the changing needs of readers and the potential of advertising, established The New York Sun as a pioneer in journalism, leaving an indelible mark on the history of American newspapers.
Theoretical Background: A Libertarian Lens On The Penny Press Era
The Normative Theory that resonates with this historical journalism event is the Libertarian Press Theory. The Libertarian Press Theory is a media theory that advocates for the absolute freedom of the press from government intervention or external forces. Rooted in the principles of liberty and individual freedom, this theory asserts that the press should Function independently, serving as a platform for the free expression of diverse viewpoints. The Libertarian Press Theory opposes state control over media organizations, emphasizing the importance of an unrestricted press that can operate without interference, especially during war or political upheaval. Notable works such as John Milton’s “Areopagitica” (1644) and John Stuart Mill’s “On Liberty” (1859) have laid the foundations for the Libertarian Press Theory. The theory gained popularity from the 1640s until yellow journalism in the 1890s, particularly in Europe and North America. It continues to be influential in discussions about press freedom and media independence.
Here is a table that lists the main features of the Libertarian Press Theory that were prominent during the Penny Press era.
Comparison of the Libertarian Press Theory and Penny Press
| Features | The Libertarian Press Theory | Penny Press |
| Philosophical Foundation | is rooted in liberty and freedom. | Emerged in response to economic demands and readership growth. |
| Economic Model | Views media as a commodity—privately owned, profit-driven, and market-oriented. | They transitioned to an advertising-supported model. |
| State Intervention | Opposes state intervention in media functioning. Recognizes limited suspension of freedom in specific situations. | They have shifted away from politically aligned newspapers. |
| Press as Extension of Individual Rights | Considers the press as an extension of individual rights, emphasizing absolute freedom of expression. | They revolutionized the newspaper business model, emphasizing economic accessibility. |
| Opposition to Authoritarianism | Completely opposes authoritarian press systems. | They shifted from the age of partisan political press to political neutrality. |
| Media Ownership and Function | Advocates for privately owned, profit-driven media serving as a marketplace of ideas | Transitioned from a subscription-based model to advertising, emphasizing economic independence. |
| Freedom of the Press | Advocates for absolute freedom of the press without state interference. | Emphasized editorial independence, providing a platform for diverse viewpoints. |
| Role of Press as a Marketplace of Ideas | Sees the press as a marketplace of ideas where citizens can make informed choices based on their beliefs. | Played a role in expanding news readership by offering affordable newspapers with diverse content. |
| Journalistic Independence | Journalists and media professionals enjoy editorial independence and autonomy within their organizations. | Achieved editorial independence, employing newsboys and innovative strategies. |
| Criticism of Government Policies | It is customary for the media to criticize government policies, acting as a watchdog and the fourth estate. | Transitioned from politically biased reporting to more neutral and objective reporting. |
Key Concepts: Application of The Libertarian Press Theory And The Penny Press
The transformation of journalism in the 19th century was primarily due to the emergence of the Penny Press (Evensen, 2018, pp. 87-100). This development is based on the Libertarian Press Theory, which has its roots in Europe during the 16th century. This theory asserts that information is power, and power is information. The Libertarianism philosophy emphasizes the importance of absolute freedom of opinion and expression and advocates for an environment free from authoritative control or censorship. The theory promotes the idea that the press should be a platform where diverse views can be expressed without fear of suppression or oppression. It also believes that the press should present arguments, opinions, and evidence to the public, enabling them to check the powerful and make informed decisions. Supporters of this theory argue that the press should be independent and free from any form of state regulation because a state-regulated press cannot hold the government accountable.
The Penny Press, which emerged in the 1830s, was a groundbreaking movement that embraced the principles of the Libertarian Press Theory. The theory advocates for media to be independent, free from external influences, and allowing for diverse perspectives. In 1833, Benjamin Day’s launch of The New York Sun was a game-changer, shifting from traditional subscription-based models to advertising and embodying the Libertarian principle of economic independence. The advanced technology has immensely contributed to the spread of information. The development of presses that can print 1,100 copies per hour and the ability to print on both sides simultaneously has made newspapers more affordable and accessible to the public. This technological leap aligns with the Libertarian philosophy, giving individuals unrestricted access to information.
In the 1830s, the emergence of the Penny Press challenged the prevailing Partisan Press by offering greater affordability and accessibility to a broader readership (Nerone, 1987, pp. 376-404). With the advent of Penny Press, people across different backgrounds and economic classes gained more accessible access to information. Prominent publications like The New York Sun focused on individual liberty and various topics, including sports, humor, and crime stories. This shift from political bias marked a significant transition towards more diverse and captivating content. Benjamin Day was a visionary leader who implemented strategic innovations at the New York Sun. He recruited news reporters and provided newsboys commissions, reflecting the Libertarian Press Theory’s emphasis on individual empowerment. The newspaper became a symbol of journalistic independence due to its circulation strategies and focus on human-interest stories.
However, despite its strengths, the Libertarian Press Theory has limitations. Its idealistic view of media’s responsibility and optimistic outlook on individual ethics and rationality may only partially encompass the complexities of media practices. For instance, during the Penny Press era, sensationalism and profit-driven reporting challenged the theory’s assumption of a purely responsible and rational media environment. Through the Libertarian Press Theory, we can better understand the transformative forces that shaped journalism during the Penny Press era. This theory is founded on freedom, independence, and diverse expression. It prompts us to critically reflect on how it can be applied in navigating the complex dynamics of media influence and responsibility. Overall, it provides a compelling framework for understanding the theoretical background of this era in journalism.
Implication: Penny Press’s Influence on Modern Journalism
The impact of the penny press on journalism was transformative and far-reaching. These pioneering journalists were trailblazers, introducing new and impactful elements integral to modern news channels (Katz, 2020, pp. 1-23). They revolutionized the business model of journalism by making content affordable and shifting the revenue focus to display and personal advertisements. Even though newspapers are not prevalent today due to the rise of online media, the advertisement model has been used for centuries due to the penny press by traditional media. This innovative approach broadened access to information, reaching the masses rather than a select few, thanks in part to the telegraph. Technological advancements, such as applying paper to the type using rotating cylinders, enabled the unprecedented production of two thousand copies per hour. The mass distribution of the Penny Press played a pivotal role in advancing mass literacy and democratizing access to printed texts across diverse social classes. As newspapers transformed into successful capitalist institutions, the profession significantly shifted towards valuing objectivity and quality reporting.
Today, while the impact of the penny press may not be as visible due to the dominance of social media disrupting traditional revenue streams, its legacy is evident in the continued focus on objective reporting and accessibility of information (Brazeal, 2005, pp. 405-414). However, challenges persist, as big companies control media distribution, potentially influencing public opinion. The democratization of news dissemination, a core aspect of the penny press, continues in the age of social media, where anyone can share news, even without traditional journalistic experience. The emphasis on crime and sensational news, a hallmark of the penny press, remains pervasive, albeit in new forms such as viral “fake news” stories. The enduring legacy of the penny press lies in its commitment to serving the people and the mass audience, challenging the dominance of elites. Legislative initiatives, like Bill C-18, reflect ongoing efforts to address the evolving dynamics of media distribution and ensure fair compensation for newspapers’ online content.
Conclusion
The Penny Press’ establishment in the 19th century brought about a dramatic shift in journalism, impacting several factors still influencing the industry today. This article examined the Penny Press’s impact in four main areas: its history, a comparison with the Libertarian Press Theory, an analysis of its effects on contemporary journalism, and a study of Benjamin Day’s research on mass media dissemination. The Penny Press brought about a paradigm shift in the economic model of journalism, best illustrated by Benjamin Day’s New York Sun. The Penny Press transformed information access by lowering the cost of newspapers and switching to an advertising-supported model. This expanded audience reached and upended the conventional subscription-based paradigm. This change reflected the emphasis on economic accessibility and independence found in the Libertarian Press Theory.
Similarities between the Libertarian Press Theory and the Penny Press were brought to light, including a shared resistance to authoritarian rule and dedication to independence. These libertarian ideals were personified by The Penny Press, which was propelled by readership growth and economic demands. This led to the fall of partisan media practices and the promotion of a more objective and neutral tone for reporting. The Penny Press has an enduring legacy of inventions affecting current journalism. The mass distribution tactics, editorial decisions, and emphasis on diverse and accessible information established the standard for modern media operations. Despite the obstacles presented by evolving media environments and technological breakthroughs, the Penny Press’s dedication to disseminating unbiased information to a broad audience remains relevant in contemporary journalism.
The Penny Press era established the groundwork for more impartial, inclusive, and reachable journalism. Its influence on content selection, distribution tactics, and economic models has permanently altered the field. Studying journalism through the prism of the Penny Press offers insightful perspectives. It inspires more investigation into its significant and enduring impact on the public’s access to information as we traverse the complexity of today’s media ecosystem. To ensure a thorough grasp of the Penny Press’ historical significance and current relevance, the study agenda encourages additional investigation into the many facets of journalism.
Featured image: ThoughtCo
Acknowledgment
This article was written in collaboration with Pamela Nga and Elizabeth Nyanthic, whose insights, contributions, and support were invaluable throughout the development of this work.
References
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Evensen, B.J. (2018). Journalism and the American Experience (1st ed.). Routledge. https://doi-org.proxy.bib.uottawa.ca/10.4324/9780203703618
Katz, W. J. (2020). Introduction: The Penny Press. In Humbug (1st ed., pp. 1-). Fordham University Press. https://doi.org/10.2307/j.ctvxrpzgg.4
Kovach, B., & Rosenstiel, T. (2014). The elements of journalism : what newspeople should know and the public should expect (Rev. and updated third edition.). Three Rivers Press.
Mill, J. S. (1859). On Liberty. Dover Publications.
Milton, J. (1644). Areopagitica. Createspace Independent Publishing Platform.
Nerone, J. C. (1987). The Mythology of the Penny Press, Critical Studies in Mass Communication 4(4), 376–404, DOI: 10.1080/15295038709360146