Bottomley period

Horatio Bottomley, an MP for the Liberal Party, relaunched the magazine on 12 May 1906.^[6] From its first issue John Bull adopted a tabloid style that, despite occasional lapses in taste, proved immensely popular.^[7] Among its regular features, Bottomley revived his "The World, the Flesh and the Devil" column from The Sun, and also adapted that paper's slogan: "If you read it in John Bull, it is so".^[8] Bottomley persuaded Julius Elias, managing director of Odhams Limited, to handle the printing, but chaotic financial management meant that Odhams were rarely paid. This situation was resolved when the entire management of the magazine, including the handling of all receipts and payments, was transferred to Elias,^[9][10] leaving Bottomley free to concentrate on editing and journalism. Circulation rose rapidly, and by 1910 had reached half a million copies.^[11]

After the murder of the Austrian Archduke Franz Ferdinand on 28 June 1914 in Sarajevo, allegedly with Serbian complicity, John Bull described Serbia as "a hotbed of cold-blooded conspiracy and subterfuge", and called for it to be wiped from the map of Europe. When Britain declared war on the Central Powers on 4 August, Bottomley quickly reversed his position, and within a fortnight was demanding the elimination of Germany. John Bull campaigned relentlessly against the "Germhuns", and against British citizens carrying German-sounding surnames—the danger of "the enemy within" was a persistent Bottomley theme.^[12]

The periodical continued production during the First World War;^[13] Howard Cox estimates its sales by August 1914 at in excess of three quarters of a million copies a week.^[14] By the end of October 1914 the cover of John Bull was '"boasting that the magazine’s circulation was the largest of any weekly journal in the world".^{[citation needed]}

Charles Frederick Palmer served as John Bull's deputy editor from at least 1918 until his premature death in October 1920.^[15]

John Bull was the subject of a libel case in 1919 concerning a biographical film about David Lloyd George.^[16] Partly as a result, in 1920 Odhams Press revoked the pre-war partnership agreement and took full control of John Bull.^[17][18] Bottomley was made editor for life, but a year later Odhams terminated this arrangement with a final pay-off of £25,000, which ended Bottomley's connection with the paper.^[19][20] (In 1927, Bottomley tried to resurrect his business career by starting a new magazine, John Blunt, as a rival to John Bull, but the new venture lasted little more than a year before closing, having lost money from the start.)^[21]

Odhams period

In 1923, the magazine was said to be "ultra-patriotic."^{[citation needed]} Geoffrey Williamson was editor around this time. Evidence of the magazine being in print are cited in 1931,^[22] 1939, and 1944.

The "popular" Tom Darlow was editor during at least the period 1936–1938.^[23]

Elkan Allan, later to become a television producer, worked as the magazine's picture editor in the 1940s.

The 1946 relaunch featured covers that encapsulated post-war Britain and employed some of Britain's finest illustrators. During this period, the magazine also included short stories by major British authors such as H. E. Bates, Agatha Christie, Nicholas Monsarrat, N. J. Crisp, Gerald Kersh, J. B. Priestley and C. S. Forester.

During John Bull's run it incorporated other magazines, such as Illustrated (1958), Passing Show, and Everybody's Weekly (1959).

End of publication

Following a sharp drop in circulation, the magazine was renamed Today, The New John Bull in 1960.^[1] It attempted to appeal to a younger readership with features on aspects of youth culture, such as rock and roll. In 1964, its circulation was just over 700,000, but advertising revenue did not meet its costs, and it was closed.^[24] Officially, it was merged with Weekend magazine.^[25]