Page:American Journal of Sociology Volume 11.djvu/805

 THE LITERARY INTERESTS OF CHICAGO 789

her, 1893, number the publisher announced that the name of the magazine would thereafter be the Illustrated World, to be a literary journal containing "the larger views of the earth's surface." But that number was the last. Mr. Halligan lost some $30,000 in the Illustrated World's Fair venture. The cost of the extra-large half-tones was too great to be easily met with receipts from subscriptions at $2.50 a year, and the expense for the half-tones used in the advertising pages was so heavy that every increase in advertising meant an increase in the net loss. The republication of the numbers for sale in bound volumes did not meet with a large demand. Special patronage in some form was needed.

A fight for special support from the exposition directorate was lost by Mr. Halligan. Unfortunately for him, between 1890, when his promotion number, copyrighted as Halligan' s Illustrated World's Fair, made its appearance, and the opening of the Fair in 1893, the official name adopted for it was World's Columbian Exposition" instead of "World's Fair," the name originally contemplated. Hence, although the exposition was generally spoken of as the "World's Fair," the name of his magazine would not have been correct for an official organ.

In the meantime, a monthly designated the World's Colum- bian Exposition Illustrated was started, in February, 1891, by Mr. James B. Campbell, a Chicago man in the printing business. A collection of old copies of the Historical Society library shows that this, too, was an excellent illustrated journal, although not so large nor so artistic as Halligan's. But Mr. Campbell succeeded in securing official support. His paper became the organ of the exposition directors, publishing official documents. It was consequently profitable to the publisher. The magazine also was declared to be the prize history of the exposition and was awarded a first premium.

Besides stating that he proposed to make the World's Colum- bian Exposition Illustrated a "complete encyclopedia of the great enterprise," the editor and publisher said : "In addition we will devote a proper amount of space to the art and literature of