Rates and Values

While the FCC is trying to irrigate American culture in the "wasteland" of television, the Post Office is threatening to kill it off where it has long flourished, in the little magazines. If the Senate approves the general postal rate increase urged by Postmaster General J. Edward Day--the House has done so already--many small journals will be faced with the choice of merger or extinction.

In defense of the proposed increase, Deputy Post-master General H. W. Brawley has characterized the present second class rates as a "prop" for publishers, "to aid the building of a broad circulation base on which higher advertising rates can be mounted." Brawley's statement really applies only to the popular magazines, and it has some basis in fact. But these magazines can easily pass a rate increase on to their advertisers and subscribers.

The smaller literary and topical journals would have no such power. For they carry little or no advertising, and have many long-term subscribers. Their predicament is illustrated by Harper's: John Fischer, its editor, says that the proposed increase would cost his magazine $115 thousand, although its greatest profit since the War has been only $60 thousand.

Not only would many of the established periodicals perish, of course, but as John Gunther has noted, "many experimental magazines which are the wombs for creative activity should cease to exist."

Thus far, only writers, editors and publisher have appreciated the dangers represented by the postal department's bill. The eSnate, through the hearings it is now conducting on it, will have the double task of awakening the general public to the small magazines' plight, and ensuring modification of the bill.