It was almost the end of the Roaring ’20s, not quite a decade before the start of World War II. Streetcars clanged down St. Louis’ cobblestone streets; Mill Creek Valley was still a vibrant hub for Black residents, businesses and culture; and notables like Scott Joplin, Vincent Price, Betty Grable, Josephine Baker and 2-year-old Chuck Berry all had ties to St. Louis.
It was March 17, 1928, and The St. Louis American newspaper was born.
On its 95th birthday, former St. Louis American editor Alvin Ried noted that by 1928 there were scores of Black newspapers — almost 250 — published in the United States, including several in St. Louis. The American, however, outlived all the local Black publications while managing to publish the largest Black weekly newspaper in the entire state of Missouri for almost 100 years.
Founded by Judge Nathan B. Young and several African American businessmen, including Homer G. Phillips, The St. Louis American at the time was an eight-page paid-circulation tabloid with a circulation of just over 2,000.
In 1929, Nathaniel Sweets became the owner and publisher of the newspaper. Along with his wife, Melba A. Sweets, a former English teacher, and editor Bennie G. Rodgers — known as the “dean of Black journalism” — the newspaper grew steadily from the 1930s through the 1970s.
Sweets said his vision for The St. Louis American was “to give a voice to the African American community that was lacking and bring them information they could use.”
Current Publisher Donald M. Suggs became the sole owner of the publication in 1984. When he took over, the newspaper had a circulation of approximately 4,400.
His first major change was moving the paper from a limited-circulation paid newspaper to a widely distributed free weekly publication. With that move — and by adding more distribution locations — the newspaper was able to reach a larger portion of the St. Louis region’s Black population. By the end of the 1980s, circulation had risen to more than 70,000.
“The whole point was to extend our reach — make it more available to people, expand our information and stories and extend our overall coverage,” Suggs recalled.
In an increasingly competitive and endangered print media environment, The St. Louis American has developed a wide portfolio of creative methods to sustain the publication, including its annual “Salute to Excellence” events honoring business leaders, educators and young professionals.
“The traditional sources of income-producing methods for newspapers have changed dramatically,” Suggs said. “There’s no way, as a free newspaper, we could survive on advertising only, so we have created a broad range of revenue sources.”
On the newspaper’s anniversary, Suggs also acknowledged donors, subscribers, advertisers and others who have supported the publication and helped it inform, enlighten and entertain the St. Louis community for nearly a century.
“We want to thank our loyal print and digital readers, our rapidly growing online audience as well as our advertisers and donors who have helped keep our print product and digital platforms completely free to the public,” he said.
Looking back on the newspaper’s 98 years of operation, he emphasized its enduring importance.
“On with The St. Louis American,” Suggs said. “We needed it then, and we need it now!”