Marxist Perspectives (1978-1981) and Beyond

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Abstract
Under the title “What's Black, White and Red All Over? A Marxist Magazine,” Roger Ricklefs announced to the readers of The Wall Street Journal on April 10, 1978, the impending publication of Marxist Perspectives. What caught the attention of the leading business newspaper in the United States was not so much the political content of the journal — after all, Marxist magazines are like weeds in Springtime: they creep out of the strangest places with the regularity of weather patterns. What was novel was the massive marketing blitz with which it began. According to Ricklefs, “the magazine has bought mailing lists, has sent out 50,000 subscription solicitations and even has hired a New York public relations and fund-raising firm.”

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