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Business America
reviews & recommendations
SR featurereview
Business America Richard J. Behles Loyola/Notre Dame, Baltimore, Maryland
Business America is the most recent title for the periodical put out by the U.S. Department of Commerce. Begun in 1880, it has experienced a long and complex history of changes in title, format, and frequency. It has emerged from this myriad of changes authoritatively, with its purpose, scope, and appeal solidified. It is an interesting point Of note that a title with such dynamics originates from a source which experienced much organizational change itself. A Department of Labor was created by Congressional Act in 1888, thereby bringing to an end the Bureau of Labor, which had been founded in 1884. Then in 1903, another Congressional Act set up an executive department called the Department of Commerce and Labor, under the jurisdiction of a Secretary of Commerce and Labor. This agency fulfilled its dual role until yet an additional Congressional Act created the new Department of Labor, with its own Secretary, in 1913, leaving the functions of commerce and labor to stand independently of one another. The earliest ancestor of our title had been in existence for a few years prior to this departmental structuring. In 1880, during the administration of Rutherford B. Hayes, a series of consular reports began to appear. Their title page read, "Commercial Relations of the United States. Reports from the Consuls of the United States on the Commerce, Manufactures, etc. of Their Consular Districts." By early 1910, these reports appeared weekly, and the Library of Congress used as their main entry U.S. Bureau o f Manufactures (Dept. o f Commerce and Labor). The next link in the genealogy was the daily Commerce Reports, alternately titled Daily Consular and Trade Reports. Between July 1910 and August 1912, they were issued by the Bureau of Manufactures (Dept. of Commerce and Labor), and from that time through September 1940, by the Bureau of Foreign and Domestic Commerce. By the 1920's, the Depart-
ment of Commerce utilized a system of trade commissioners stationed in the world's commercial centers, functioning essentially as foreign news correspondents, reporting business developments right at the scene. A distinctive feature of these was their extensive use of photographs. Then in October 1940, volume 1 number 1 of the Foreign Commerce Weekly appeared. During the life of this title it was issued by several different bureaus within the Department of Commerce, such as the Bureau of Foreign Commerce, and the Bureau of International Business Operations. Its issues numbered 40--50 pages and included quarterly indexing by countries and by subject. Under the heading "This Week," two or three short articles highlighted major developments, and the remainder of the issues covered "News by Countries," "Commodity News," and "Regular Features," which included "New Books and Reports" and "Trade Lists Available." In all, there were 67 volumes of the Foreign Commerce Weekly and under President Eisenhower, it went through a gradual• refinement in appearance until it finally attained the polished magazine format that International Commerce continued. It was in June 1962 that volume 68 appeared as International Commerce. Its objective was stated as " . . . to help American businessmen make money overseas by pinpointing specific business opportunities for specific products in specific countries a n d areas." Its tone offered a very practical approach for marketing activities, existing to help maximize opportunities in foreign trade and export potential for all businesses, regardless of size. The same system of foreign correspondents still worked to report conditions and opportunities, and there were signed articles by businessmen who had dared the international ventures. Regular departments of International Commerce were "World Trade Opportunities," "Investment Opportunities," "Worldwide Business Outlook," "Foreign Government Actions," "U.S. Government Actions," and "New
SERIALS REVIEW
APRIL/JUNE 1980
7
art
and artists books and bookmen dance and dancers films and filming music and musicians plays and players records and recording
Books and Reports." International Commerce continued until volume 76 in 1970. Then in October 1970, volume 1 number 1 of Commerce Today appeared, incorporating International Commerce, attempting to bring together all aspects of the Department of Commerce, and to present information about diverse topics like international trade, economic development, technology, and general business service. The scope here is t h e r e f o r e m o r e global in content, offering sections on "Domestic Business," "Science and Technology," as well as the familiar "International Commerce." By this time, the bi-weekly magazine presented a well-developed, multi-colored appearance. Still more change occurred in January 1976, when the title altered slightly to Commerce America, and numbering began again with volume 1. This change was announced in the final issue of Commerce Today, incorporated to reflect " . . . the spirit of the Bicentennial." The attempt was to further heighten graphic appearance, to make the magazine more easily readable to American businessmen beset with so many professional demands and responsibilities. Attractiveness and compactness were the ideals; scope and content remained essentially the same as in Commerce Today. Finally, in October 1978, the Department again changed to a new title called Business America -- The Journal o f Industry and Trade, a change which commemorates President Coolidge's observation that "the business of America is business." The subtitle altered slightly to the Journal o f International Trade with the December 3, 1979 issue, at the time when the former Under Secretary Luther H. Hodges, Jr. became Acting Secretary. This title remains in effect under present Secretary Philip M. Klutznick. The issues of Business America remain at about 40--50 pages. The treatment of the international trade scene continues to be thorough and extensive, with two or three short articles on selected topics, and about two-thirds of each issue devoted to regular departments like "Domestic Business Report," "Economic Highlights," "Business Outlook Abroad," and "Worldwide Business Opportunities." It is these regular departments which stand as carryovers from the early days of reporting. The whole package is a magazine well developed in appearance and organization. It is a magazine intended to be not merely read, but used as a kind of on-going handbook of international business. Again, throughout its history, it has retained a very practical focus, and refined its presentation from a format as stark as newsprint, to a multi-colored, attractive bi-monthly. In addition to its own regular index, it is also covered by Business Periodicals Index and the Index to U.S. Government Periodicals. Business America must surely remain the primary title for current information regarding international trade. Its constant ability to refine, rework, and perfect its presentation and treatment suggests the hope that the American economy itself may somehow regain its solidity and re-emerge with a new and lasting durability. Richard
published monthly by hansom books P.O. Box 294 2 & 4 0 Id Pye Street London SW1P 2LR England a sample back issue o f any one title sent free on request
8
SERIALS REVIEW
APRIL/JUNE 1980
J. Behles
SR featurereview
Business America Richard J. Behles Loyola/Notre Dame, Baltimore, Maryland
Business America is the most recent title for the periodical put out by the U.S. Department of Commerce. Begun in 1880, it has experienced a long and complex history of changes in title, format, and frequency. It has emerged from this myriad of changes authoritatively, with its purpose, scope, and appeal solidified. It is an interesting point Of note that a title with such dynamics originates from a source which experienced much organizational change itself. A Department of Labor was created by Congressional Act in 1888, thereby bringing to an end the Bureau of Labor, which had been founded in 1884. Then in 1903, another Congressional Act set up an executive department called the Department of Commerce and Labor, under the jurisdiction of a Secretary of Commerce and Labor. This agency fulfilled its dual role until yet an additional Congressional Act created the new Department of Labor, with its own Secretary, in 1913, leaving the functions of commerce and labor to stand independently of one another. The earliest ancestor of our title had been in existence for a few years prior to this departmental structuring. In 1880, during the administration of Rutherford B. Hayes, a series of consular reports began to appear. Their title page read, "Commercial Relations of the United States. Reports from the Consuls of the United States on the Commerce, Manufactures, etc. of Their Consular Districts." By early 1910, these reports appeared weekly, and the Library of Congress used as their main entry U.S. Bureau o f Manufactures (Dept. o f Commerce and Labor). The next link in the genealogy was the daily Commerce Reports, alternately titled Daily Consular and Trade Reports. Between July 1910 and August 1912, they were issued by the Bureau of Manufactures (Dept. of Commerce and Labor), and from that time through September 1940, by the Bureau of Foreign and Domestic Commerce. By the 1920's, the Depart-
ment of Commerce utilized a system of trade commissioners stationed in the world's commercial centers, functioning essentially as foreign news correspondents, reporting business developments right at the scene. A distinctive feature of these was their extensive use of photographs. Then in October 1940, volume 1 number 1 of the Foreign Commerce Weekly appeared. During the life of this title it was issued by several different bureaus within the Department of Commerce, such as the Bureau of Foreign Commerce, and the Bureau of International Business Operations. Its issues numbered 40--50 pages and included quarterly indexing by countries and by subject. Under the heading "This Week," two or three short articles highlighted major developments, and the remainder of the issues covered "News by Countries," "Commodity News," and "Regular Features," which included "New Books and Reports" and "Trade Lists Available." In all, there were 67 volumes of the Foreign Commerce Weekly and under President Eisenhower, it went through a gradual• refinement in appearance until it finally attained the polished magazine format that International Commerce continued. It was in June 1962 that volume 68 appeared as International Commerce. Its objective was stated as " . . . to help American businessmen make money overseas by pinpointing specific business opportunities for specific products in specific countries a n d areas." Its tone offered a very practical approach for marketing activities, existing to help maximize opportunities in foreign trade and export potential for all businesses, regardless of size. The same system of foreign correspondents still worked to report conditions and opportunities, and there were signed articles by businessmen who had dared the international ventures. Regular departments of International Commerce were "World Trade Opportunities," "Investment Opportunities," "Worldwide Business Outlook," "Foreign Government Actions," "U.S. Government Actions," and "New
SERIALS REVIEW
APRIL/JUNE 1980
7
art
and artists books and bookmen dance and dancers films and filming music and musicians plays and players records and recording
Books and Reports." International Commerce continued until volume 76 in 1970. Then in October 1970, volume 1 number 1 of Commerce Today appeared, incorporating International Commerce, attempting to bring together all aspects of the Department of Commerce, and to present information about diverse topics like international trade, economic development, technology, and general business service. The scope here is t h e r e f o r e m o r e global in content, offering sections on "Domestic Business," "Science and Technology," as well as the familiar "International Commerce." By this time, the bi-weekly magazine presented a well-developed, multi-colored appearance. Still more change occurred in January 1976, when the title altered slightly to Commerce America, and numbering began again with volume 1. This change was announced in the final issue of Commerce Today, incorporated to reflect " . . . the spirit of the Bicentennial." The attempt was to further heighten graphic appearance, to make the magazine more easily readable to American businessmen beset with so many professional demands and responsibilities. Attractiveness and compactness were the ideals; scope and content remained essentially the same as in Commerce Today. Finally, in October 1978, the Department again changed to a new title called Business America -- The Journal o f Industry and Trade, a change which commemorates President Coolidge's observation that "the business of America is business." The subtitle altered slightly to the Journal o f International Trade with the December 3, 1979 issue, at the time when the former Under Secretary Luther H. Hodges, Jr. became Acting Secretary. This title remains in effect under present Secretary Philip M. Klutznick. The issues of Business America remain at about 40--50 pages. The treatment of the international trade scene continues to be thorough and extensive, with two or three short articles on selected topics, and about two-thirds of each issue devoted to regular departments like "Domestic Business Report," "Economic Highlights," "Business Outlook Abroad," and "Worldwide Business Opportunities." It is these regular departments which stand as carryovers from the early days of reporting. The whole package is a magazine well developed in appearance and organization. It is a magazine intended to be not merely read, but used as a kind of on-going handbook of international business. Again, throughout its history, it has retained a very practical focus, and refined its presentation from a format as stark as newsprint, to a multi-colored, attractive bi-monthly. In addition to its own regular index, it is also covered by Business Periodicals Index and the Index to U.S. Government Periodicals. Business America must surely remain the primary title for current information regarding international trade. Its constant ability to refine, rework, and perfect its presentation and treatment suggests the hope that the American economy itself may somehow regain its solidity and re-emerge with a new and lasting durability. Richard
published monthly by hansom books P.O. Box 294 2 & 4 0 Id Pye Street London SW1P 2LR England a sample back issue o f any one title sent free on request
8
SERIALS REVIEW
APRIL/JUNE 1980
J. Behles