|The Astrological Bulletina for Winter 1943. In our discussions about Llewellyn George's publication of this quarterly magazine – claimed as "The Oldest Astrological Magazine in the United States * Publishing Continuously Since 1908" – I've never found an answer to his naming it a "Bulletina" rather than a Bulletin. Had Llewellyn been located in southern California back in 1908 there might have been a reason to give it a Spanish language flavor – but that would not be true for Portland Oregon then or now.
The cover indicates that it was "A Magazine of Daily Counsel" for everybody, every day and included the Business, Political and Social quarterly outlook. The articles listed are exactly what we might hope to publish in an astrological magazine today – Horoscope of the United States: Important Events and Conditions affecting our Nation, Stars and the Studios, Electional Astrology: Selecting Auspicious Times for Important Matters, Market Outlook, and Indications of the War.
I've always wanted to publish a real astrology magazine that would focus first on "Tomorrow's News Today" and "Understanding Today's News for a Better Tomorrow."
Unfortunately, to do this right would require a really huge investment in an international staff of journalist/astrologers able to write understandable text for the average reader. In my experience, most astrologers want to write only for an astrological rather than a general audience, and are more interested in interpreting the past than they are the present.
Should any reader have several tens of millions of dollars to speculate on such a venture, do let me know. I emphasize that word, "speculate," for the obstacles to success for a genuine periodical such as this – in print and/on-line – are enormous and would require assembling an "infra-structure" of staff expert in the magazine business at all levels even before locating and training genuine journalist/astrologers and investigative reporters to staff offices in at least a dozen international offices. I think it would be enormous fun, and I believe it would be very valuable – but it be a challenge to become profitable.
This commentary was written by:
Carl Llewellyn Weschcke, Chairman, Llewellyn Worldwide, Ltd.