792 THE AMERICAN JOURNAL OF SOCIOLOGY
The yearly subscription price was put at $4. Nevertheless, the magazine attained a bona Me circulation of 13,000; the advertisers' annuals quoted it at 40,000; and advertising was received in such amounts that for one twelve-month period the Graphic's books showed a profit of $10,000, although that was not enough to offset the losses of earlier years.
Then came the panic of 1893, which during the height of the Fair business men had felt to be impending. The circulation of the Graphic dropped 50 per cent., throwing what had been a favorable balance to the other side. Its publication was soon after suspended. Interviewed for this historical sketch, Mr. Engelhard said:
The Graphic would have lived through this reverse if it had been started in New York, for two reasons : First, because New York is the home of great successes in higher-class journalism. With a showing like that which the Graphic had made here, if made there, scores of men of wealth would have been ready to step in and keep it going as a business investment. Sec- ond, because of the aggregation of art talent and literary talent in New York. All we had here was what we discovered and created. The thing that makes the New York magazines today is not that the people of the country care particularly to patronize New York, but that the talent is there. New York is distinctly the utilitarian art center, just as Battle Creek is the national center for sanitaria and health foods, and Detriot for medical supplies. When certain interests once secure lodgment in a locality, they find a natural development along easiest lines in. that place. Men of talent for illustrating, discovered by the Art Institute, daily newspapers, and short-lived magazines of Chicago, naturally migrate to New York. It was so with those who did work for the Graphic.
The names of two other illustrated periodicals, recorded as having originated in 1892, the year in which it was first intended the World's Fair should be opened, appear in the newspaper annual lists of Chicago. One was the Illustrated Sun, a weekly appearing on Saturdays for a year. The other was the Ameri- can Illustrated, a monthly of magazine form, devoted to litera- ture and education. Its name appeared in the annuals as late as 1901, when it announced a sworn circulation of 100,000.
Puck, one of the well-established New York humorous week- lies, was published at the Columbian Exposition grounds in Chi- cago from May i to October i, 1893. It bore the name World's
