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Onward: How a Regional Temperance Magazine for Children Survived and Flourished in the Victorian Marketplace

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Mcallister, Annemarie ORCID: 0000-0003-0615-3262 (2015) Onward: How a Regional Temperance Magazine for Children Survived and Flourished in the Victorian Marketplace. Victorian Periodicals Review, 48 (1). pp. 42-66. ISSN 0709-4698

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Official URL: http://dx.doi.org/10.1353/vpr.2015.0002

Abstract

This paper explores the purpose, use and content of nineteenth-century children’s temperance magazines by a case study of Onward (1869-1910, monthly), examining significant changes over a key forty-year period. Technological developments and the influence of competing publications led the magazine to transform its content, typography, format and size, decade by decade. What began as a regional title reached a national circulation of 250,000, and the changes implemented reveal its twin priorities of integration of readers into the Temperance movement, and the creation of a competitive "brand" of juvenile magazine.

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