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. At that time, there were scores of Black newspapers — almost 250 — published in the United States, including several in St. Louis. The American, however, outlived almost all its local peers and eventually became the largest Black weekly newspaper in Missouri.
Founded by Judge Nathan B. Young and several prominent African American businessmen, including attorney Homer G. Phillips, The St. Louis American was originally an eight-page, paid-circulation tabloid with a circulation of just over 2,000.
In 1929, Nathaniel Sweets became the owner and publisher. 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.
Since its birth, the pages of The American have documented African American triumph and tragedy. It was an anchor of information during the civil rights movement and a must-read publication that shared the voices of residents demanding fair employment, integrated schools and the freedom to live where they wished.
The paper mourned the assassination of Dr. Martin Luther King Jr., the horrific deaths of civil rights workers and the lynchings of Black people not only in the South but across America. It also celebrated milestones of progress, reporting on the city’s first Black aldermen, its three Black mayors and the state’s first Black state representatives and senators.
It heralded the election of William “Bill” Clay, Missouri’s first Black congressman, and Barack Obama, the nation’s first Black president.
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.
“The objective was to extend our reach — to make it available to more people, expand our stories and extend our overall coverage,” Suggs said.
With that move — and by adding more distribution locations — the newspaper was able to reach a larger share of the St. Louis region’s Black population. By the end of the 1980s, its audited circulation had risen to more than 70,000 weekly.
In an increasingly competitive and challenging print media environment, The St. Louis American has developed a wide portfolio of creative initiatives to sustain the publication. This includes community events such as 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 print advertising alone, so we have created a broad range of revenue sources.”
The American has served as a training ground for numerous Black journalists, many of whom have gone on to careers at national news organizations and other major media outlets. The historic newspaper has never missed a Thursday publication date — ever.
On the newspaper’s anniversary, Suggs acknowledged the donors, subscribers, advertisers and others who have supported the publication for nearly a century.
“We want to thank our loyal print and digital readers, our rapidly growing online audience and the advertisers and supporters who have helped keep our content free to the public,” he said.
Looking back on the newspaper’s 98 years of operation, Suggs emphasized its enduring importance to the region.
“Although the Suggs family is the current owner, The American truly belongs to the community and is with, for and of the community,” Suggs said. “So onward with The St. Louis American. We needed it then, and we need it now!”
Alvin A. Reid contributed to this report.