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Boosterism refers to the enthusiastic form of promotion, often with an element of exaggeration. It was widespread in weekly newspapers during the mid-19th century, particularly concerning the towns in which the newspapers were based. In these cases, the boosterism frequently involved comparisons to nearby towns in the region. Although boosterism certainly isn’t contained to the Midwest during the mid-19th century, it was certainly very prevalent. As midwestern communities grew to be large enough to support a newspaper, the outlook that they published was typically quite positive. The goal in each case was typically to improve public perception of the town.

Reasons for boosterism
Many newspaper editors were members of their town councils. Their interests often lay in both the success of the paper and the expansion of the town. These interests were not always mutually exclusive. In order for the paper to succeed, the town would have to continually expand. The papers’ editors became the towns’ promoters. To expand, they had to attract settlers to become subscribers and advertisers. The sense of confidence that they published was greatly exaggerated. The optimistic words weren’t always contained to the town’s paper. Promotional materials were also published in neighboring publications to increase awareness the number of newspapers in the Midwest soon outgrew that of viable towns. Many papers died along with their towns. However, many others succeeded. Economic growth was hard to predict, but the papers that were established in successful towns were able to survive.

Prescott, Wisconsin
Located by the Saint Croix River, the area was settled in 1840. However, it wasn’t until 1851 that it received the name Prescott. Four years later, one of the residents, Charles E. Young published the first issue of the city’s weekly newspaper. Titled the Prescott Paraclete, the publication contained a variety of local interest stories, columns and content from local advertisers. Young would serve as editor for the entirety of the paper’s short-lived run. In the first issue, he published a “Salutory” in which he addresses the reasons for establishing the Paraclete. Within the first two paragraphs, the early signs of boosterism are apparent. He wrote, “In commencing the publication of this paper, it will be well that our position be understood by our patrons, that they may feel that their interests are inseparably connected with our success and prosperity.” As with many editors from the mid-19th century, Young recognized the connection between the success of the city and that of the paper. In the issue from April 23, 1855, the Paraclete published an article titled "The Approach of Summer" in which the area's natural resources are highlighted. At one point it reads, "Grass is starting with new life, and soon the whole earth will don her robe of greenness and beauty, while now the earliest flowers of the season are gathered in rich profusion." This is one of many examples in which the Paraclete uses highly positive descriptions of the area for non-residents to see.

First annual review of Pierce County
On January 1, 1856, Charles E. Young and Oliver Gibbs Jr. published an annual review of Pierce County, Wisconsin. The review describes the various natural resources of the area and contains various examples of boosterism. “Its rich and varied resources, its salubrious climate, its beautiful scenery, and its capacities for improvement, have been seen, felt, and enjoyed, by thousands of adventurers,” it said in the opening paragraph. In describing the counties within Pierce County, Young and Gibbs used exclusively positive language when describing the area’s offerings. When addressing the midwestern winter, they ensured that it’s no worse than that of the eastern states. Throughout the review, the descriptions they used maximized the area’s perceived viability for investors.