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Faith in Reading: Religious Publishing and the Birth of Mass Media in America DAVID PAUL NORD OXFORD UNIVERSITY PRESS Faith in Reading Recenttitlesin RELIGIONINAMERICASERIES HarryS.Stout,GeneralEditor PRINCETONINTHENATION’SSERVICE THEUNIVERSALISTMOVEMENTIN ReligiousIdealsandEducationalPractice, AMERICA,1770–1880 1868–1928 AnnLeeBressler P.C.Kemeny AREPUBLICOFRIGHTEOUSNESS CHURCHPEOPLEINTHESTRUGGLE ThePublicChristianityofthePost-Revolutionary TheNationalCouncilofChurchesandtheBlack NewEnglandClergy FreedomMovement,1950–1970 JonathanD.Sassi JamesF.Findlay,Jr. NOAH’SCURSE TheBiblicalJustificationofAmericanSlavery TENACIOUSOFTHEIRLIBERTIES StephenR.Haynes TheCongregationalistsinColonialMassachusetts JamesF.Cooper,Jr. ACONTROVERSIALSPIRIT EvangelicalAwakeningsintheSouth INDISCORDANCEWITHTHE PhilipN.Mulder SCRIPTURES AmericanProtestantBattlesoverTranslating IDENTIFYINGTHEIMAGEOFGOD theBible RadicalChristiansandNonviolentPowerinthe PeterJ.Thuesen AntebellumUnitedStates DanMcKanan THEGOSPELWORKINGUP ProgressandthePulpitinNineteenth-Century SOMEWILDVISIONS Virginia AutobiographiesbyFemaleItinerantEvangelists BethBartonSchweiger inNineteenth-CenturyAmerica ElizabethElkinGrammer BLACKZION African-AmericanReligiousEncounters NATHANIELTAYLOR,NEWHAVEN withJudaism THEOLOGY,ANDTHELEGACYOF EditedbyYvonneChireauand JONATHANEDWARDS NathanielDeutsch DouglasA.Sweeney BLACKPURITAN,BLACKREPUBLICAN GODFORBID TheLifeandThoughtofLemuelHaynes, ReligionandSexinAmericanPublicLife 1753–1833 EditedbyKathleenM.Sands JohnSaillant AMERICANMETHODISTWORSHIP WITHOUTBENEFITOFCLERGY KarenB.WesterfieldTucker WomenandthePastoralRelationshipin Nineteenth-CenturyAmericanCulture TRANSGRESSINGTHEBOUNDS KarinE.Gedge SubversiveEnterprisesamongtheSeventeenth- CenturyPuritanEliteinMassachusetts, A.J.TOMLINSON 1630–1692 PlainfolkModernist LouiseA.Breen R.G.Robins THECHURCHONTHEWORLD’STURF FAITHINREADING AnEvangelicalChristianGroupataSecular ReligiousPublishingandtheBirthofMass University MediainAmerica PaulA.Bramadat DavidPaulNord Faith in Reading Religious Publishing and the Birth of Mass Media in America david paul nord 1 2004 1 Oxford NewYork Auckland Bangkok BuenosAires CapeTown Chennai DaresSalaam Delhi HongKong Istanbul Karachi Kolkata KualaLumpur Madrid Melbourne MexicoCity Mumbai Nairobi Sa˜oPaulo Shanghai Taipei Tokyo Toronto Copyright(cid:1)2004byOxfordUniversityPress,Inc. PublishedbyOxfordUniversityPress,Inc. 198MadisonAvenue,NewYork,NewYork10016 www.oup.com OxfordisaregisteredtrademarkofOxfordUniversityPress Allrightsreserved.Nopartofthispublicationmaybereproduced, storedinaretrievalsystem,ortransmitted,inanyformorbyanymeans, electronic,mechanical,photocopying,recording,orotherwise, withoutthepriorpermissionofOxfordUniversityPress. LibraryofCongressCataloging-in-PublicationData Nord,DavidPaul. Faithinreading:religiouspublishingandthebirthofmassmediainAmerica/DavidPaulNord. p. cm.—(ReligioninAmericaseries) Includesbibliographicalreferencesandindex. ISBN0-19-517311-2 1. Religiousliterature—Publishing—UnitedStates—History—19thcentury. 2. Tractsocieties— UnitedStates—History—19thcentury. 3. Bible—Publicationanddistribution—Societies,etc.— UnitedStates—History—19thcentury. 4. AmericanTractSociety—History—19thcentury. 5.AmericanBibleSociety—History—19thcentury. 6. Christians—Booksandreading—United States—History—19thcentury. 7. Booksandreading—UnitedStates—History—19thcentury. I. Title. II. ReligioninAmericaseries(OxfordUniversityPress) Z480.R4N672004 070.5'0973'09034—dc22 2003020144 Rev. 9 8 7 6 5 4 3 2 1 PrintedintheUnitedStatesofAmerica onacid-freepaper For the AAS Thevariedmechanicalartsnecessarytothespeedandperfectionofprinting haveadvanced,untilasinglenewspaperpresswillissueathousandtimesas manywordsinaminuteasaspeakerwillutterinanhour.Whatevermay havebeenthemightofthisagencywhileinitsinfancy,asemployedinthe greatReformationunderLuther—howeverpotentinitsyouthinbringing religiondownfromthepalacetothecottage,aswieldedbythePuritansof theseventeenthcentury,orasemployedbyBritishChristiansinantagonism toinfidelityatthecloseoftheeighteenthcentury,itremainedforassociated systematicChristianenterpriseinthenoonofthenineteenthcentury,to developethefullpowerofthisamazinginstrumentoflightinitsripened manhood. —AmericanMessenger,June1851 Theworldhasgonetoreading,andreadtheywill,forwealorwoe. —AmericanMessenger,May1849 Acknowledgments Thisisabookaboutbooksandreaders,andtowriteitIdepended almostentirelyuponthosegenerousinstitutionsthattakebooksand readersmostseriously:libraries.Iwarmlythankthelibrarians,cura- tors,andreaderservicesstaffsoftheAmericanAntiquarianSociety, LibraryCompanyofPhiladelphia,NewberryLibrary,Presbyterian HistoricalSociety,New-YorkHistoricalSociety,UnitedMethodist ArchivesandHistoryCenteratDrewUniversity,andthelibrariesof theUniversityofChicago,UniversityofPennsylvania,Princeton TheologicalSeminary,andIndianaUniversity.Ofthese,themost importantbyfarwastheAmericanAntiquarianSocietyatWorcester, Massachusetts.Forme,theAAShasbeenmuchmorethanalibrary; ithasbeenabenefactor,apublisher,acommunity,andagateway intothehistoryofthebook.IamdeeplygratefultoNancyBurkett, JoanneChaison,EllenDunlap,JohnHench,MarcusMcCorison, CarolineSloat,andmanyotherfriendsattheAAS,myfavoriteli- braryonEarth.Tothemall,thisbookisdedicated. Myunderstandingofthehistoryofbooksandreadingwasstim- ulatedandencouragedbymyinvolvementwithagroupofsplendid scholars(nowfriends)assembledbytheAmericanAntiquarianSoci- etyastheeditorialboardoftheHistoryoftheBookinAmericaproj- ect.Ithankthemall:HughAmory,JamesGreen,RobertGross, PhilipGura,DavidHall,CarlKaestle,MaryKelley,StevenNissen- baum,JaniceRadway,JoanShelleyRubin,MichaelSchudson,and MichaelWinship.Myworkinthehistoryofpopularreligionwas viii acknowledgments enthusiastically supported by Mark Noll, Harry S. Stout, and Leonard Sweet. Ithankthemaswell.Inboththehistoryofbooksandthehistoryofreligion, mychiefmentorhasbeenDavidD.Hall,whosekindness,intellectualsupport, andscholarlyexamplehaveinspiredmeformanyyears. Thelibrariesandarchivesoftworeligiousinstitutionswereindispensable totheresearchforthisbook:theAmericanBibleSocietyofNewYorkCityand the American Tract Society of Garland, Texas. I am especially grateful to Ste- phenSlocumandthelateMarthaKohleroftheATS. Second only to books, scholars need dollars to get the job done. For fel- lowships and other financial support, I thank the American Antiquarian So- ciety, the Lilly Endowment, the Louisville Institute at Louisville Presbyterian Seminary, the Institute for the Study of American Evangelicals at Wheaton College,theAmericanTractSociety,andtheOfficeofResearchandtheSchool of Journalism at Indiana University. My dean at the School of Journalism, Trevor Brown, supported this project for many years with money and good- humoredencouragement.Iappreciateboth,especiallythelatter. Portions of this book have appeared in different form over the years as articlesandbookchapters.Ithanktheeditorsandpublishersofthosejournals andbooksforpermissiontousethismaterial: “TheEvangelicalOriginsofMassMediainAmerica,1815–1835.”Journal- ismMonographs88(May1984). “SystematicBenevolence:ReligiousPublishingandtheMarketplacein EarlyNineteenth-CenturyAmerica.”InCommunicationandChangein AmericanReligiousHistory.EditedbyLeonardI.Sweet.GrandRapids, Mich.:Eerdmans,1993. “ReligiousReadingandReadersinAntebellumAmerica.”Journalofthe EarlyRepublic5(Summer1995). “FreeGrace,FreeBooks,FreeRiders:TheEconomicsofReligiousPub- lishinginEarlyNineteenth-CenturyAmerica.”ProceedingsoftheAmer- icanAntiquarianSociety106(October1996). “BenevolentCapital:FinancingEvangelicalBookPublishinginEarly Nineteenth-CenturyAmerica.”InGodandMammon:Protestants, Money,andtheMarket,1790–1860.EditedbyMarkA.Noll.NewYork: OxfordUniversityPress,2002. Finally, I thank my family, including my parents, Harry and Paula Nord, who taught me more about reading and religion than they ever thought they did.

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In the twenty-first century, mass media corporations are often seen as profit-hungry money machines. It was a different world in the early days of mass communication in America. Faith in Reading tells the remarkable story of the noncommercial religious origins of our modern media culture. In the ear
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Faith in Reading: Religious Publishing and the Birth of Mass Media in America DAVID PAUL NORD OXFORD UNIVERSITY PRESS Faith in Reading Recenttitlesin RELIGIONINAMERICASERIES HarryS.Stout,GeneralEditor PRINCETONINTHENATION’SSERVICE THEUNIVERSALISTMOVEMENTIN ReligiousIdealsandEducationalPractice, AMERICA,1770–1880 1868–1928 AnnLeeBressler P.C.Kemeny AREPUBLICOFRIGHTEOUSNESS CHURCHPEOPLEINTHESTRUGGLE ThePublicChristianityofthePost-Revolutionary TheNationalCouncilofChurchesandtheBlack NewEnglandClergy FreedomMovement,1950–1970 JonathanD.Sassi JamesF.Findlay,Jr. NOAH’SCURSE TheBiblicalJustificationofAmericanSlavery TENACIOUSOFTHEIRLIBERTIES StephenR.Haynes TheCongregationalistsinColonialMassachusetts JamesF.Cooper,Jr. ACONTROVERSIALSPIRIT EvangelicalAwakeningsintheSouth INDISCORDANCEWITHTHE PhilipN.Mulder SCRIPTURES AmericanProtestantBattlesoverTranslating IDENTIFYINGTHEIMAGEOFGOD theBible RadicalChristiansandNonviolentPowerinthe PeterJ.Thuesen AntebellumUnitedStates DanMcKanan THEGOSPELWORKINGUP ProgressandthePulpitinNineteenth-Century SOMEWILDVISIONS Virginia AutobiographiesbyFemaleItinerantEvangelists BethBartonSchweiger inNineteenth-CenturyAmerica ElizabethElkinGrammer BLACKZION African-AmericanReligiousEncounters NATHANIELTAYLOR,NEWHAVEN withJudaism THEOLOGY,ANDTHELEGACYOF EditedbyYvonneChireauand JONATHANEDWARDS NathanielDeutsch DouglasA.Sweeney BLACKPURITAN,BLACKREPUBLICAN GODFORBID TheLifeandThoughtofLemuelHaynes, ReligionandSexinAmericanPublicLife 1753–1833 EditedbyKathleenM.Sands JohnSaillant AMERICANMETHODISTWORSHIP WITHOUTBENEFITOFCLERGY KarenB.WesterfieldTucker WomenandthePastoralRelationshipin Nineteenth-CenturyAmericanCulture TRANSGRESSINGTHEBOUNDS KarinE.Gedge SubversiveEnterprisesamongtheSeventeenth- CenturyPuritanEliteinMassachusetts, A.J.TOMLINSON 1630–1692 PlainfolkModernist LouiseA.Breen R.G.Robins THECHURCHONTHEWORLD’STURF FAITHINREADING AnEvangelicalChristianGroupataSecular ReligiousPublishingandtheBirthofMass University MediainAmerica PaulA.Bramadat DavidPaulNord Faith in Reading Religious Publishing and the Birth of Mass Media in America david paul nord 1 2004 1 Oxford NewYork Auckland Bangkok BuenosAires CapeTown Chennai DaresSalaam Delhi HongKong Istanbul Karachi Kolkata KualaLumpur Madrid Melbourne MexicoCity Mumbai Nairobi Sa˜oPaulo Shanghai Taipei Tokyo Toronto Copyright(cid:1)2004byOxfordUniversityPress,Inc. PublishedbyOxfordUniversityPress,Inc. 198MadisonAvenue,NewYork,NewYork10016 www.oup.com OxfordisaregisteredtrademarkofOxfordUniversityPress Allrightsreserved.Nopartofthispublicationmaybereproduced, storedinaretrievalsystem,ortransmitted,inanyformorbyanymeans, electronic,mechanical,photocopying,recording,orotherwise, withoutthepriorpermissionofOxfordUniversityPress. LibraryofCongressCataloging-in-PublicationData Nord,DavidPaul. Faithinreading:religiouspublishingandthebirthofmassmediainAmerica/DavidPaulNord. p. cm.—(ReligioninAmericaseries) Includesbibliographicalreferencesandindex. ISBN0-19-517311-2 1. Religiousliterature—Publishing—UnitedStates—History—19thcentury. 2. Tractsocieties— UnitedStates—History—19thcentury. 3. Bible—Publicationanddistribution—Societies,etc.— UnitedStates—History—19thcentury. 4. AmericanTractSociety—History—19thcentury. 5.AmericanBibleSociety—History—19thcentury. 6. Christians—Booksandreading—United States—History—19thcentury. 7. Booksandreading—UnitedStates—History—19thcentury. I. Title. II. ReligioninAmericaseries(OxfordUniversityPress) Z480.R4N672004 070.5'0973'09034—dc22 2003020144 Rev. 9 8 7 6 5 4 3 2 1 PrintedintheUnitedStatesofAmerica onacid-freepaper For the AAS Thevariedmechanicalartsnecessarytothespeedandperfectionofprinting haveadvanced,untilasinglenewspaperpresswillissueathousandtimesas manywordsinaminuteasaspeakerwillutterinanhour.Whatevermay havebeenthemightofthisagencywhileinitsinfancy,asemployedinthe greatReformationunderLuther—howeverpotentinitsyouthinbringing religiondownfromthepalacetothecottage,aswieldedbythePuritansof theseventeenthcentury,orasemployedbyBritishChristiansinantagonism toinfidelityatthecloseoftheeighteenthcentury,itremainedforassociated systematicChristianenterpriseinthenoonofthenineteenthcentury,to developethefullpowerofthisamazinginstrumentoflightinitsripened manhood. —AmericanMessenger,June1851 Theworldhasgonetoreading,andreadtheywill,forwealorwoe. —AmericanMessenger,May1849 Acknowledgments Thisisabookaboutbooksandreaders,andtowriteitIdepended almostentirelyuponthosegenerousinstitutionsthattakebooksand readersmostseriously:libraries.Iwarmlythankthelibrarians,cura- tors,andreaderservicesstaffsoftheAmericanAntiquarianSociety, LibraryCompanyofPhiladelphia,NewberryLibrary,Presbyterian HistoricalSociety,New-YorkHistoricalSociety,UnitedMethodist ArchivesandHistoryCenteratDrewUniversity,andthelibrariesof theUniversityofChicago,UniversityofPennsylvania,Princeton TheologicalSeminary,andIndianaUniversity.Ofthese,themost importantbyfarwastheAmericanAntiquarianSocietyatWorcester, Massachusetts.Forme,theAAShasbeenmuchmorethanalibrary; ithasbeenabenefactor,apublisher,acommunity,andagateway intothehistoryofthebook.IamdeeplygratefultoNancyBurkett, JoanneChaison,EllenDunlap,JohnHench,MarcusMcCorison, CarolineSloat,andmanyotherfriendsattheAAS,myfavoriteli- braryonEarth.Tothemall,thisbookisdedicated. Myunderstandingofthehistoryofbooksandreadingwasstim- ulatedandencouragedbymyinvolvementwithagroupofsplendid scholars(nowfriends)assembledbytheAmericanAntiquarianSoci- etyastheeditorialboardoftheHistoryoftheBookinAmericaproj- ect.Ithankthemall:HughAmory,JamesGreen,RobertGross, PhilipGura,DavidHall,CarlKaestle,MaryKelley,StevenNissen- baum,JaniceRadway,JoanShelleyRubin,MichaelSchudson,and MichaelWinship.Myworkinthehistoryofpopularreligionwas viii acknowledgments enthusiastically supported by Mark Noll, Harry S. Stout, and Leonard Sweet. Ithankthemaswell.Inboththehistoryofbooksandthehistoryofreligion, mychiefmentorhasbeenDavidD.Hall,whosekindness,intellectualsupport, andscholarlyexamplehaveinspiredmeformanyyears. Thelibrariesandarchivesoftworeligiousinstitutionswereindispensable totheresearchforthisbook:theAmericanBibleSocietyofNewYorkCityand the American Tract Society of Garland, Texas. I am especially grateful to Ste- phenSlocumandthelateMarthaKohleroftheATS. Second only to books, scholars need dollars to get the job done. For fel- lowships and other financial support, I thank the American Antiquarian So- ciety, the Lilly Endowment, the Louisville Institute at Louisville Presbyterian Seminary, the Institute for the Study of American Evangelicals at Wheaton College,theAmericanTractSociety,andtheOfficeofResearchandtheSchool of Journalism at Indiana University. My dean at the School of Journalism, Trevor Brown, supported this project for many years with money and good- humoredencouragement.Iappreciateboth,especiallythelatter. Portions of this book have appeared in different form over the years as articlesandbookchapters.Ithanktheeditorsandpublishersofthosejournals andbooksforpermissiontousethismaterial: “TheEvangelicalOriginsofMassMediainAmerica,1815–1835.”Journal- ismMonographs88(May1984). “SystematicBenevolence:ReligiousPublishingandtheMarketplacein EarlyNineteenth-CenturyAmerica.”InCommunicationandChangein AmericanReligiousHistory.EditedbyLeonardI.Sweet.GrandRapids, Mich.:Eerdmans,1993. “ReligiousReadingandReadersinAntebellumAmerica.”Journalofthe EarlyRepublic5(Summer1995). “FreeGrace,FreeBooks,FreeRiders:TheEconomicsofReligiousPub- lishinginEarlyNineteenth-CenturyAmerica.”ProceedingsoftheAmer- icanAntiquarianSociety106(October1996). “BenevolentCapital:FinancingEvangelicalBookPublishinginEarly Nineteenth-CenturyAmerica.”InGodandMammon:Protestants, Money,andtheMarket,1790–1860.EditedbyMarkA.Noll.NewYork: OxfordUniversityPress,2002. Finally, I thank my family, including my parents, Harry and Paula Nord, who taught me more about reading and religion than they ever thought they did.

Description:
In the twenty-first century, mass media corporations are often seen as profit-hungry money machines. It was a different world in the early days of mass communication in America. Faith in Reading tells the remarkable story of the noncommercial religious origins of our modern media culture. In the ear
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