How Rolling Stone marks a milestone
The threat on the lawyer’s fancy letterhead arrived at the scruffy offices of Straight Arrow Publishers in San Francisco in early November 1967. The note warned a young entrepreneur named Jann S. Wenner to abandon his new venture: “The use of the name Rolling Stone is clearly an attempt to confuse the public,” was the terse message from the attorney for a certain British rock band. “Unless you immediately cease and desist....”
Wenner did not cease and desist. That’s why this week on newsstands you can find a double issue of Rolling Stone celebrating its 40th anniversary as the pioneer publication in rock. Magazines (especially Rolling Stone) dearly love anniversaries, which is why this anniversary is spread out over three special issues, the next due in November.
“I don’t actually look back much or reflect on my career or the magazine’s long run that often. We’re too busy and, I’m happy to say, the magazine is vital and vibrant and continues to extend a strong point of view,” Wenner said of the glossy issues. “But I’m very proud of these issues, and we’ve been preparing for them for a long time.”
The one now on stands features a geographic history of the Summer of Love; the L.A. segment has an essay by Graham Nash and comments by David Crosby, Chris Hillman and John Densmore.
It’s an interesting time for the magazine. The American Society of Magazine Editors in May gave its prestigious general excellence award (for publications with a circulation 1 million to 2 million) to Rolling Stone, and by most accounts the magazine is peaking in its political coverage. “It’s vital right now,” Wenner said.
Wenner (who also oversees Us and Men’s Journal) points to upbeat circulation trends, but during the hip-hop era and in the new blogosphere age Rolling Stone’s role has seemed uncertain at times. Then there was that MTV unscripted “reality” television show, “I’m From Rolling Stone,” sort of “The Apprentice” for magazines. It fared badly and was promptly yanked.
The anniversary issue in November will be different, Wenner said, because it will use the past to frame issues of the present. He also hinted that it will tie in to a major event. “We have to keep looking forward,” he said. “In my many years, I think I’ve never felt it more urgent than today to learn from our past and really engage the present so we can save the future.”
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