History of The Honolulu Advertiser. From Missionaries to a Major Merger with a Rival

Photo: Library of Congress, USA, honoluluadvertiser.com (via web.archive.org), staradvertiser.com

When James Cook discovered the islands in 1778, naming them Sandwich Islands after his sponsor, they were small kingdoms. The largest island, Hawai’i, was ruled by King Kalaniʻōpuʻu. As often happened in history, after Cook published and described his travel route, Europeans began arriving. Merchants, whalers, and explorers brought goods, culture, and diseases to which the natives had no immunity. The British led the way, but Russians also played a role in these events.

The "guests" couldn’t resist meddling in the islands` politics. This led to conflicts that culminated in 1810 with the formation of a united kingdom under King Kamehameha I. In 1819, missionaries began arriving, and six years later, Kamehameha III became the first Christian king of Hawaii.

Hawaiian Light and Antiquities. In Print

Missionaries brought not only the word of God but also the written and printed word. They developed the Hawaiian alphabet, taught locals English and typesetting, and introduced printing presses. Learning was mutual, with the primary goal of translating the Bible, accomplished in May 1832.

One notable contributor was Lorrin Andrews, an American lawyer and missionary. In 1831, on Maui, he opened Hawaii’s first high school for youth. The curriculum included core subjects, religion, printing skills, and Hawaiian culture, language, and traditions.

The youth proved highly capable. They began by printing the Bible and, on February 14, 1834, produced 200 copies of Hawaii’s first newspaper, Ka Lama Hawai’i (Hawaiian Light). The following year, they compiled and printed a history of ancient Hawaii, Ka Mo’o o lelo Hawaii (Hawaiian Antiquities). Meanwhile, they also managed to print counterfeit money.

From Maui’s first newspaper, each island considered it an honor to have printed news. Some, like Ka Lama Hawai’i, were in Hawaiian. Others, like the weekly The Polynesian from Honolulu, were in English. Several legends suggest that this second publication led to the birth of Hawaii’s largest local newspaper, The Honolulu Advertiser (Honolulu Advertisement), though it had a different name at the start.

The Battle for Media. The Birth of Pacific Commercial Advertiser

Since Hawaiians mastered the art of printing, the market saw not only books, scientific pamphlets, and religious publications but also a significant number of newspapers. Some lasted longer, others shorter, with the latter being more common. In 1840, American businessman and writer James Jackson Jarvis founded the English-language weekly The Polynesian, which became the official government newspaper four years later. Since missionaries supported its owner, they were allowed to subscribe at a discounted price.

In 1855, British editor James Gordon Hopkins took the helm and declared open war on American missionaries. He eliminated all their privileges and raised the newspaper`s price. This might have been tolerable if The Polynesian focused on common people instead of solely on the king and the ruling elite. Frustrated, the missionaries decided to act and sought help from Henry Martyn Whitney.

Whitney, the son of a missionary and a graduate of Rochester Collegiate Institute in New York, was an experienced journalist and printer. At the time, he served as Hawaii’s first postmaster general and worked for the Hawaiian Kingdom’s government printing office, which published The Polynesian.

Disillusioned with his work, Whitney dreamed of starting his own business. The American missionaries approached the right man at the right time. Whitney didn’t hesitate, and on July 2, 1856, the first issue of the Pacific Commercial Advertiser was published.

The new publication had four pages with five columns, a clear division into thematic sections, an advertising and announcements section, and a beautiful engraving of Honolulu harbor incorporated into the title, designed by Whitney himself. The last page was in Hawaiian and titled Ka Hoku Loa Hawaii (The Morning Star of Hawaii).

The First Independent Title in Hawaii

In the inaugural editorial, Whitney called the newspaper oppositional because “thank God, the day has finally come when the Hawaiian nation can boast of a free press, unbound by government patronage or party promises, unaffected by ministerial flattery and favors—a press dedicated to advancing the nation’s commercial, political, and social circumstances.”

He outlined the paper`s principles and promises for the future:

• The paper will be published every Thursday
• It will remain free and independent
• It will deliver the latest global news
• It will address the key issues of every Hawaiian island
• It will focus on national business and the economy
• It will highlight the problems of ordinary people to the ruling elite
• It will explore the history and culture of the Hawaiian nation
• It will support local industry, agriculture, and trade
• It will provide an honest record of the present and scrutinize past mistakes
• It will listen to everyone, regardless of social status

… and its duty would be: “to steer the ship, always keeping a sharp eye on the wind, and with the compass and map of experience, navigate past shoals, reefs, and waves that might lie in our path.”

The first issue of PCA, as the weekly was quickly nicknamed, had a print run of 600 copies and was produced on a hand press. However, within a year, Whitney acquired a mechanical press, significantly increasing circulation. Interest in the paper grew week by week, and the Hawaiian-language last page attracted native readers in Honolulu.

Although Whitney himself was bilingual, he entrusted the editing of Ka Hoku Loa Hawaii to William P. Ragsdale, a hapa-haole (half-Hawaiian) lawyer and translator, while W. Goodale managed the Notes of the Week section. The editorial team was supported by a network of correspondents, readers from across the islands who wrote about local issues.

An Information Boat on Ocean Waters

The editor-in-chief ran the newspaper following the principles of the American New-York Commercial Advertiser, adapting its motto to Hawaiian realities: “First, know the story.”

The story often began at the port, where ships arrived. Whitney was the first journalist to own an information boat. Whenever a ship appeared on the horizon, he would row out to meet it, collect foreign newspapers, and inquire about events in different countries. His enthusiasm for gathering information earned admiration from readers, port workers, and fishermen alike. They supported and helped him, sometimes even pulling him from the water when the ambitious editor fell overboard, retrieving the delivered newspapers on his behalf.


PCA was the first Hawaiian newspaper to sustain itself without subsidies. Whitney attracted advertisers, who eagerly placed their offers in the increasingly popular paper. True to his promise, the newspaper remained independent. His editorials often addressed corruption and incompetence, calling out prominent individuals for their greed and ambition. He faced threats of lawsuits, physical assault (including a knife-wielding U.S. commissioner, J.W. Borden), and more.

Over the years, Whitney solidified the position of the Pacific Commercial Advertiser in the Hawaiian market. He covered politics, economics, and culture, while also engaging in gossip, humor, and entertainment. He introduced a poetry section and health advice articles. As topics multiplied and the weekly remained four pages, the number of columns increased to six, and sometimes seven, starting in January 1858.

Opponents of Hula Dance Denied Mark Twain a Chance

Missionaries supported the young journalist and his newspaper. Businessmen and plantation owners valued his financial insights, and readers always had access to the latest news. His knowledge of the Hawaiian language and promotion of island culture were appreciated. However, one thing could not be forgiven—his disdain for the traditional hula dance. Whenever it was performed on the islands, PCA featured a detailed negative article about it. Today, researchers regard these texts as valuable historical material.

Henry Whitney didn’t stop at running one newspaper. In 1859, he became the owner of Sandwich Islands Mission Press, Hawaii’s first printing press, and began printing other works like pamphlets and books. In 1861, he launched a monthly Hawaiian-language publication Ka Nupepa Kuokoa (Independent Newspaper), which in 1862 featured a two-color engraving of the Hawaiian flag. Starting in January, it became a weekly publication. Whitney evolved into not just a journalist and editor but also a publisher.

He employed many natives across his publishing divisions. Hawaiians also worked at PCA, including Joseph Kawainui, journalist and editor of Ka Nupepa Kuokoa, and historian Samuel Mānaiakalani Kamakau. Among the contributors to PCA were influential Hawaiians who weren’t necessarily journalists. Luther Halsey Gulick was a physician, John Mott-Smith a practicing dentist, Samuel Gardner Wilder a shipping company owner, and Thomas George Thrum an antiquarian.

Many talented writers sought employment at PCA, but Whitney didn’t give everyone a chance. This included a young reporter, Samuel Clemens. The position was already filled, leaving no work for the ambitious youth. However, the two became friends. A few years later, Clemens, under the name Mark Twain, gained worldwide fame as a novelist. Thanks to Twain, Whitney introduced humor to PCA, making the weekly lighter and more entertaining. From February 13, 1864, publication day changed to Saturday.

Planters’ Boycott and the Sale of PCA

Whitney wasn’t indifferent to the plight of ordinary people. While Hawaiian sugarcane plantations thrived, labor shortages became a pressing issue by the late 1860s. To address this, cheap labor was brought in from China, often under appalling conditions. Whitney called this slavery. Despite having plantation owners among his advertisers, he criticized the contract labor system. The final straw was an article detailing the transport of Chinese contract workers aboard the ship Callao, describing beatings, shackles, armed guards, and deaths. Enraged plantation owners accused PCA of distorting facts, but Whitney persisted in his attacks. In early 1870, sugarcane plantation owners announced a boycott of Whitney’s paper, withdrawing all their ads. This stalemate threatened Whitney with bankruptcy, while planters realized how costly it could be to ruin someone as respected and energetic as the editor.

On September 1, 1870, a media bombshell dropped: Whitney sold the Pacific Commercial Advertiser to the newly formed printing firm Black & Auld, owned by James H. Black and William Auld. Whitney continued managing the paper for a month before handing over some responsibilities to the new editor, American journalist Henry Sheldon.

With more time on his hands, Whitney published a history of Hawaii in 1872 and, in 1873, bought the publishing house Hawaiian Gazette, which issued a weekly under the same name. Two years later, he published a tourist guide to Hawaii.

By October 1, 1870, Pacific Commercial Advertiser, VOL. XV-NO.14, was entirely edited by the new editor-in-chief. A lengthy editorial welcomed readers and presented new editorial plans, declaring, “It is evident that the time has come when a new public opinion medium is absolutely required in these islands. There is a clear need for a commercial newspaper and advertising platform…”

• No party or government will influence the editorial team
• The paper will support the monarchy, the king, ministers, and the people
• It will back policies aligned with the country’s true interests
• Its motto will be: measures, not men.
• It will promote commercial, agricultural, and industrial interests
• It will provide market reports, statistical data, new inventions, and improved methods

Henry Sheldon, a Californian, was a professional printer and journalist who arrived in Hawaii in the 1850s intending to start his own newspaper. While unsuccessful in this endeavor, he settled on the islands, started a family, and pursued his profession. As Whitney’s successor, he focused more on national and local issues.

A Quarter-Century Ownership Change

When the former editor acquired The Gazette, the two men engaged in heated debates and arguments in editorial columns, despite being friends privately. Sheldon managed PCA for nearly a decade and, in 1876, became a co-owner. He introduced supplements, functioning as a fifth page, to accommodate Hawaii’s growing developments.

As promised in October 1870, PCA featured reliable economic reports, news from all islands, and event coverage. The front page often showcased poetry, primarily by American poets, while the inner pages included historical notes, official announcements, and even sermons. Education and agriculture were given significant attention. Illustrations in advertisements appeared during Whitney’s time but increased significantly under Sheldon.

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On September 21, 1878, the editorial footer listed James Black as the editor-in-chief and publisher. In the next issue, Sheldon explained that he had sold his shares to Black but “remained on staff and would continue to contribute to Hawaiian journalism.”

The Black-Sheldon duo ran PCA for another two years. In September 1880, on the newspaper`s 25th anniversary, Black sold the entire publishing house to traveler, Mormon, and Lanai island owner Walter Murray Gibson.

New Printing Standards, New Editorial Quality

Gibson, who had owned the newspaper Nuhou (News) since 1873, joined the House of Representatives in 1878 and positioned himself as the voice of Hawaiians. He was familiar with PCA, having regularly contributed articles on immigration and immigrants.

A strong supporter of King Kalākaua’s government, Gibson was technically under the financial control of businessman Adolph Claus Spreckels, who funded the newspaper’s purchase. Gibson pledged loyalty to the king and less criticism of the ruling elite. He assumed the role of PCA’s editor-in-chief without relinquishing Nuhou. He founded The P. C. Advertiser CO.

An energetic journalist with a light writing style, Gibson’s major flaw was his ego. He often spoke and wrote about himself in the third person and omitted facts that didn’t suit him. Gibson introduced several changes to PCA.

• Increased the number of pages to 8
• Expanded the government column By Authority to include regulations and royal announcements
• Revived international news coverage
• Launched a comment section, What the People Say
• Introduced a fashion section, Fashions Notes
• From May 1, 1882, began publishing a daily bulletin, The Advertiser, while keeping the weekly unchanged

On September 11, 1880, it was announced that PCA was the only Hawaiian newspaper printed using modern steam-powered machines.

Editors - Mongrels Caught in Plagiarism

For two years, Gibson established a stable position to the extent that, on May 20, 1882, the king appointed him to the Hawaiian government. He became the Minister of Foreign Affairs, and four years later, the Minister of the Interior, earning the nickname "minister of everything." His new duties absorbed him so much that he had no time to run the newspaper. At the end of May 1882, he handed over PCA’s editorial responsibilities to Joseph Webb.

In June 1883, the weekly underwent a redesign. Advertisements and announcements disappeared from the front page, replaced by thematic articles or reports on significant events. Pages two and four were dedicated to domestic and foreign news, while sports or economic reports were placed on page three. The remaining pages contained advertisements and announcements, often featuring excerpts from advertised books or Hawaiian legends and stories. However, advertisers had their demands, and by the following year, some advertisements returned to the front page, although the principle of the “long article” (non-editorial) remained.

Webb’s tenure left a tarnished legacy. His period was called mongrel editors (redaktorzy - kundli), due to a series of plagiarisms uncovered by journalists from The Gazette. This prompted changes in both the editorial staff and the weekly itself.

On February 2, 1884, after nearly three decades, the iconic header engraving (the harbor) designed by Henry Whitney was removed. It was replaced by the subtitle Weekly Edition. The weekly expanded to 12 pages. Navigation was added to page two, and articles were separated with horizontal lines, excluding the header. Occasionally, illustrations of individuals accompanied articles, and from July, PCA was once again published on Thursdays.

Nervous Moves, a Daily Newspaper, and Whitney’s Return

In January 1885, all decorative elements were removed from the header, the title was appended with the word Daily, most advertisements returned to the front page, now sorted thematically, and the format reverted to four pages. More illustrations appeared alongside articles, and on January 9, the first satirical texts and humorous drawings were published. Most notably, PCA began daily publication except on Sundays.

This new format did not appeal to readers, and by January 12, everything returned to its previous state. The iconic harbor logo returned to its place alongside the title. The word Daily remained in the editorial footer. Navigation disappeared, but humorous illustrations occasionally entertained readers.

As is often the case in business, money rules. Although Minister Walter Gibson cared for his company, like the king at the time, he was financially dependent on Claus Spreckels (due to gambling debts). Spreckels increasingly interfered with editorial matters. His articles supporting the king, the disgraceful bayonet constitution of 1887, and criticism of American businesses led to a significant decline in circulation, threatening bankruptcy.

Still active in the media market, PCA founder Henry Whitney could not stand by. In 1888, with the help of William and Henry Castle (uncle and nephew), he bought the Pacific Commercial Advertiser for $6,000. As the owner of the Hawaiian Gazette Company, Whitney once again managed his own child, becoming a media mogul. Besides books, guides, and two popular newspapers, he also published the industry monthly Planter’s Monthly and Whitney’s Bulletin, which in 1912 evolved into the Honolulu Star-Bulletin, Hawaii’s second-largest daily newspaper.

The Advertiser and Hawaiian Gazette Join Forces

Henry Whitney managed PCA until 1894, restoring its reputation. From May 26, 1888, the editorial and printing address of Hawaiian Gazette CO. appeared in the footer. An editorial announced:

• A change in the newspaper’s policy and stance
• Close collaboration between PCA and the Gazette
• Independence
• Support for the reform movement

The two newspapers collaborated across all professional fields. Whitney oversaw an expanded editorial team; no one was dismissed. Alongside regular columns, a daily motto appeared: “Be just and fear not: let all the ends thou aim’st at be thy Country’s, thy God’s, and Truth’s.”

A year later, the editor purchased linotype machines, improving the technical quality of all his newspapers. Illustrations became clearer, and the print more legible.

Whitney did not alter the newspaper’s image, although the front page once again filled with advertisements. However, articles became more substantial and professional, while correspondents` letters were better curated and more varied. Intrusive government orders and announcements were replaced with only the most important ones. Some topics were serialized across all newspapers, encouraging readers to buy every issue, which boosted circulation. It’s no surprise that by 1890, an advertisement declared: The Daily Advertiser and Weekly Gazette are the Kingdom’s leading newspapers with the largest circulation.

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Whitney, who reconciled with sugarcane planters, dedicated significant attention to this vital sector of island life, especially as the monarchy weakened and planters` influence grew. As the editor of the industry monthly Planter’s Monthly, Whitney increasingly focused on its content. With PCA regaining its position, Whitney stepped down from its management and, on July 1, 1892, handed over the daily’s editorial duties to Henry Northrup Castle.

The End of the Kingdom. A New Republic Era

Castle, born in Honolulu, was educated in the United States and Germany. A journalist and practicing lawyer, he became editor of the renowned newspaper at age 30. Castle brought more cultural content to PCA, such as reviews of local and foreign operas and concerts, and gave more attention to women’s emancipation. On July 30, 1892, PCA published an article by journalist Octavus Cohen stating: If a woman wants, then she wants, and that settles it... On January 19, 1893, Castle launched a special column titled Selections (Wybory), focusing on life rather than politics.

As the descendant of American missionaries and dependent on American planters, Castle supported the coup against Hawaiian Queen Liliʻuokalani, whom Americans forced to abdicate on January 17, 1893. The new provisional government declared martial law, which PCA reported the following day on page 4 under the headline The New Era! Another significant headline appeared on June 4, 1894, proclaiming the Republic of Hawaii with Sanford Dole as its leader.

The newspaper also underwent changes. Castle left for Washington for the Hawaiian Commission on the queen’s overthrow and later to Germany. In November 1894, William Nevins Armstrong, a former Attorney General of Hawaii, took the editor’s chair.

Subsequent months and years saw the paper evolve both in content and appearance. Political humor, satirical columns, architectural history with building illustrations, and descriptions of Hawaiian flora and fauna gradually found a permanent place in its pages.

Hawaii Under the Stars and Stripes, PCA with a New Owner

On January 2, 1895, William Armstrong stepped down as editor after two years. He was succeeded by Wallace R. Farrington, a young 23-year-old American journalist. Farrington brought youthful energy and a fresh perspective on Hawaii’s political and economic situation. In 1895, he reported on the royalist rebellion and the arrests, including that of the queen. The following year, he celebrated PCA’s 40th anniversary. However, subsequent historic events were once again chronicled by William Armstrong, who returned to the editor`s chair in August 1897.

In July 1898, Armstrong covered the signing of the resolution annexing Hawaii to the United States. On July 13, 1898, a special issue, PCA #4970, featured not only a redesigned layout dedicated entirely to recent events but also a title banner with an American flag motif and the title Boys in Blue Edition. The next day, under the headline ANNEXATION!, the edition displayed an American flag and Whitney’s text: “Stay here! Triumphantly waves the star-spangled banner over the Hawaiian Islands and the homes of the brave.”

With Hawaii’s annexation, the islands had a new ruler, and so did the Pacific Commercial Advertiser. Whitney sold PCA to its new owner, Hawaiian-American lawyer, businessman, and politician Lorrin Andrews Thurston.

Thurston, born in Hawaii, conducted his business in the United States. A lawyer by education, he played an active role in overthrowing the monarchy, drafting the new constitution, and forming the republic and annexation. In 1898, he left politics to focus on his sugar and pineapple ventures. Knowing the power and influence of the press, Thurston had long sought to own a Hawaiian newspaper to promote his products. He took Whitney’s offer, becoming PCA’s owner, and his descendants continued its legacy for the next 100 years.

In Alliance with President Roosevelt

Thurston, unfamiliar with running a newspaper, gave full editorial control to editor-in-chief William Armstrong, who remained until November 1899. PCA continued to be printed by Whitney’s Hawaiian Gazette Company.

The newspaper’s appearance did not change significantly, though it grew to 12-16 pages, with more decorative frames, dividers, and, naturally, advertisements. In November 1899, Armstrong resigned and returned to the United States but maintained correspondence with PCA. Walter G. Smith took over as editor.

Smith was an experienced journalist who started his career at the San Diego Sun. In 1893, he came to Hawaii to report on the palace coup and became editor of the Honolulu Star-Bulletin, where his articles landed him in jail. At 40, Smith took the PCA editor role, holding it until 1914.

Smith ushered the Honolulu newspaper into the new century with great fanfare. A special New Year’s edition was published on Sunday, January 1, 1900. It featured 28 pages filled with photographs of notable Hawaiian buildings, residences, and palaces, along with descriptions and plans for new projects.

Thurston, as owner, frequently influenced editorial decisions, using the newspaper to promote initiatives that significantly impacted Hawaii’s development:

• Promoting the sugar industry
• Developing the tourism infrastructure
• Establishing Hawaii Volcanoes National Park
• Assisting in founding the Hawaiian Volcano Observatory
• Supporting the Outdoor Circle organization for environmental preservation

PCA not only published project details and advocacy but also bolstered its content with endorsements from prominent figures, including President Theodore Roosevelt, whom Thurston knew personally. For Thurston, Hawaii’s development became a passion, and the newspaper his great hobby.

A Page for Women and Political Humor

Smith valued Thurston’s editorial involvement. Both men had connections in the American arts scene, which they leveraged to expand PCA’s cultural section, showcasing literature, poetry, graphics, and drawings. Ralph Oswald Yardley, a talented artist known for his work in the San Francisco Examiner, became a prominent contributor. His first illustration appeared on June 1, 1900, in issue #5560, followed by decorative column headers, portraits, and PCA’s first political cartoons.

Yardley’s illustrations also adorned The Advertiser’s Page for Women (PCA, December 1, 1900), which featured advice, poetry, and reviews of novelties like canned gas from Paris.


In the final December 1900 issue, PCA informed readers that among The “Big Four” of Hawaii’s Publications, their newspaper was a leader, vowing to maintain that status.

Over the following years, PCA continued to inform, educate, and entertain, evolving with new features like political humor on the front page and full-page text without advertisements. New thematic sections were introduced (e.g., sports, church) and innovative formats like interviews (e.g., with President Roosevelt, PCA, November 30, 1901). Special and holiday editions were rich in photo reports, and even regular issues featured more photographs. From 1901, Saturday editions included a weekend supplement, and by January 1, 1903, PCA became a seven-day-a-week publication, with Sunday editions branded as the Sunday Advertiser.

Farewell to the Founder, Farewell to the Harbor Logo

The year 1904 brought coverage of the Russo-Japanese War and a farewell to PCA’s founder. Henry Whitney passed away on August 17 at the age of 80 and was buried in Honolulu’s Oahu Cemetery. Two years later, PCA celebrated its 50th anniversary with a special 132-page issue (#7456) on July 2, 1906, filled with memories, past articles, and contemporary congratulations.

On August 30, 1909, the harbor engraving was removed from the masthead, where it had symbolized the paper for five decades. A month later, Roderick O. Matheson became the new editor-in-chief.

Matheson, born in Canada, was educated there and began his journalism career before becoming an informal PCA correspondent. He moved to Honolulu in 1904, working at several local newspapers. Smith, who resigned due to health issues, recommended Matheson as his successor, mentoring him for six months.

Matheson initially contributed to economic and domestic sections but, as editor-in-chief, had to navigate the newspaper’s political stance. By then, PCA published daily except Sundays and was Hawaii’s leading media outlet, maintaining a strong reputation. Matheson rose to the challenge.

In November 1909, he introduced a Second Section, which focused on more political and American topics. In 1914, he launched The Advertiser’s Special Feature Days, with themes for each day:

• Saturday: Home and Church
• Sunday: Literature, Society, and Sports
• Monday: Army, Navy, and Police
• Tuesday: Theater, Entertainment, and Automobiles
• Wednesday: Sugar Plantation News
• Thursday: Real Estate, Construction, and Finance
• Friday: Education and Schools

Since its early days, PCA had been headquartered in the WW Dimond building on King Street in Honolulu, between Fort and Bethel Streets. After nearly six decades, in 1913, PCA relocated within King Street, now between Richards and Alakea Streets. In 1930, PCA moved again to a custom-built building at 605 Kapi’olani Boulevard on South Street.

Hawaii as a Powder Keg. PCA Under a New Title

The year 1914, like much of the world, brought news of World War I. Reports, battle descriptions, and front-line photos were one thing, but Hawaii had a large population of German immigrants. Many held American citizenship, meaning they would have to fight against their European kin if drafted. This issue arose in 1917 when the United States entered the war. As early as November 1915, Matheson initiated a nationwide debate on the topic in PCA, supported by a special series of articles, War Through German Eyes, by Dr. Schurmann.

Debates and discussions continued even after the war ended. Hawaii’s population included Americans of British, Japanese, and Korean descent, making any future conflict their problem too. Thurston openly promoted anti-Japanese policies, calling for restrictions on this group and writing about it in PCA.

Another major issue of the time was women’s struggle to regain the voting and political rights stripped away by the Missionary Party in 1893. Matheson and his predecessor supported these efforts. However, it was his successor, Edward E. Irwin, who announced women’s victory on August 20, 1920, with coverage of Johanna Papaikaniau Wilcox registering to vote as the first woman.

Irwin took over as editor-in-chief on November 1, 1918. Roderick Matheson left the editorial office in October and moved to Japan, where he founded a newspaper. The new editor, alongside Lorrin Thurston, introduced several major innovations:

• Established a photography section (1918)
• Purchased a reporting car for covering the islands (1921)
• Founded The Press Club for Hawaiian journalists (May 1921)
• Launched a Sunday color magazine with comics (March 12, 1922)
• Organized the First World Newspaper Editors Conference (1922)

The most significant event in the paper’s history occurred on March 31, 1921, when, after 65 years, the Pacific Commercial Advertiser was renamed The Honolulu Advertiser, marking a new era for the newspaper.

The Honolulu Advertiser. A World Champion Takes the Helm

When PCA created its photography section, one of the first staff photographers was Alfred Williams. In the new iteration of the newspaper, his daily photos and portraits documented Honolulu Advertiser expeditions aimed at promoting the islands and modernizing infrastructure, such as road construction. Thurston actively participated in these trips, as he remained deeply involved in Hawaii’s social and economic life, even after retiring from politics.

An intellectual, Thurston sought relationships with writers and artists, inviting them to write for the paper during visits to Hawaii, including Jack London. He also championed sports, particularly surfing, working closely with Alexander Hume Ford, founder of the Outrigger Canoe Club (1908).

Unfortunately, Thurston’s legacy was marred by racism. After renaming the newspaper, editorial changes followed. In 1922, Thurston hired Raymond S. Coll, a fiercely racist editor, an advocate of Hawaiian corporate interests known for his sharp tongue and pen. Despite his divisive personality, Coll remained editor-in-chief until 1959.

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Lorrin Andrews Thurston passed away on May 11, 1931, leaving behind a remarkable legacy. He entrusted The Honolulu Advertiser and the Advertiser Publishing Company, Ltd., established after the 1931 relocation, to his son Lorrin Potter Thurston.

The younger Thurston, a journalist at Honolulu Advertiser since 1922, joined the team after studying at Yale and completing a journalism course at the University of Missouri. While he always knew he would inherit the family business, his real passion was sports, where he achieved significant success. He was a three-time world champion in freestyle swimming and an accomplished diver. Unlike his father, he preferred gossip at the Outrigger Canoe Club—of which he was a member—over newsroom work. However, his father’s passing forced him to adjust priorities, and at age 32, he became the newspaper’s owner, president, and publisher.

Racism Takes Its Toll. Advertiser Loses Ground

The 1930s were challenging times in Hawaii. Racial protests and the difficult situation of Hawaiian women, despite their voting rights, were some of the issues covered by newspapers.

While supporting women’s rights was considered normal for The Honolulu Advertiser, the problem of minorities deeply troubled the editor and owner. The relentless targeting of Japanese—a term Thurston used—was painfully obvious and negatively received by readers. After the Pearl Harbor attack in December 1941, anti-Japanese sentiment escalated. To curb derogatory terms, Allan Bulletin, the head of Hawaiian newspapers, banned their use. Thurston himself admitted: “During the war, I served as a special liaison between the army, navy, and the civilian community. All issues passed through me.” However, this “community” consisted of descendants of American missionaries, not those with “slanted eyes.”

The campaign against Hawaiians of non-American descent caused significant problems for the paper. Many readers abandoned what had been the most popular newspaper. During World War II, the competing Star-Bulletin overtook it in rankings. Another factor contributed to this situation.

The Honolulu Advertiser was a morning newspaper. Due to curfews, it could not be delivered to homes in the morning. Coll and Thurston shifted focus to American soldiers who now filled Hawaii’s streets. While newsboys worked tirelessly, circulation plummeted after soldiers returned to the mainland, and former readers switched to the home-delivered Star-Bulletin.

Despite these challenges, the late 1930s and early 1940s were not entirely grim for The Honolulu Advertiser. Thurston Sr. left the paper with high journalistic standards and professional editions. The newsroom included Hawaii’s top journalists, a valued photography section, and correspondents stationed not only in the US but also in Europe, Japan, and Korea—an asset during wartime. Reports from these areas were widely circulated by news agencies. Local coverage by Robert Trumbull, sports reporting by Glen McQueen, and women’s features by Naomi Benyas were also highly regarded.

End of an Era. Crisis After 100 Years

Despite its pervasive racism, the women’s section in 1937 welcomed Ella Chun, the first Asian-American journalist. She covered women’s issues, the concerns of Chinese-Americans, and Hawaii’s tourist trails. She later joined the city news desk and, in 1956, was honored as the longest-serving reporter at the paper during its centennial.

The 1940s brought a new look to the paper. The title, styled in Gothic letters, featured a globe with prominent outlines of Hawaii and the US. Each side indicated the type of edition: morning, afternoon, special, or holiday. Enhanced graphics and printing quality were thanks to a modern printing press and a new technical park acquired with the 1931 relocation.

Unfortunately, the paper’s fortunes declined after the war. Editorial policies and ownership hurt its popularity and circulation. Advertisers also turned away. Content grew lighter, with more gossip and sports but less substance. Racism and disdain for anything non-American continued to dominate. Crisis followed crisis, and by the early 1950s, the paper teetered on the brink of bankruptcy. Its circulation of 47,000 was insufficient to sustain it.

Momentum carried the paper to 1956, its centennial year. A special edition featured colored sections, retrospectives, current affairs, and future plans. An extensive article on editors and owners by Charles E. Hogue and congratulations from the White House graced its pages. However, the joy of the milestone was overshadowed by the looming threat of closure.

Chaplin to the Rescue. A Radical Change in Course

At a critical juncture, George Chaplin appeared on the horizon. With the aging Raymond Coll (86 years old) planning to retire, Thurston sought help to save the newspaper. He reached out to Chaplin, who was then working at the San Diego Journal and the New Orleans Item. Chaplin was familiar with Hawaii and its dynamics, having been stationed there during World War II while managing the military newspaper Stars and Stripes. He also knew the editors of The Honolulu Advertiser and their work. Chaplin agreed to take on the challenge.

Officially assuming the editor-in-chief role at the start of 1958, his first move was to dismiss all journalists with racist views. Gradually, he repaired the damage done over the past two decades. He focused on rebuilding positive relationships with all Hawaiians, regardless of ethnicity or skin color. In March 1959, he provided thorough coverage of Congressional debates over Hawaii’s statehood and the June referendum on the islands. Chaplin was known for his integrity, truthfulness, and openness to the world. Together with Buck Buchwald, whom he hired as manager and head of promotions, they formed an unstoppable team.

However, they first had to “overcome a major hurdle—THE OWNER.” Help came in the form of Thurston Twigg-Smith, grandson of Lorrin A. Thurston and nephew of Lorrin Potter. The young Twigg-Smith purchased a majority stake in the newspaper, ousted his uncle, and became the owner of The Honolulu Advertiser in 1962. The paper gained a new lease on life and began to thrive again.

Twigg-Smith had worked his way up in the newspaper, starting from the ground floor—literally, in the advertising department. Slowly climbing the ranks, he gained experience and eventually became a city reporter before advancing to city editor. He earned the trust and admiration of his colleagues by being more of a peer than a boss.

Strike in the Newsroom. Cooperation with Sunday Star-Bulletin Causes a Stir

In 1963, under the Failing Newspaper Act, Twigg-Smith merged the production facilities of The Honolulu Advertiser and its competitor, the Star-Bulletin. From then on, the two papers shared a printing press, distribution, administration, and advertising departments, while retaining separate editorial teams and ownership. Beginning July 1, 1962, they also co-published the Sunday magazine Sunday Star-Bulletin & Advertising.

This business collaboration between two rival newspapers displeased employees, who declared a strike. The newspapers ceased publication for 44 days, from June 21 to August 7, 1963. After several demands were met, production resumed.

The early 1960s brought financial stability to the newspaper, along with a refreshed newsroom, quality journalism, and engaging topics. The Vietnam War became the number one subject, with correspondents sending reports and journalists and readers debating the issues. Some supported the war, others opposed it, but the paper withheld nothing, ensuring cultural and professional discourse under Chaplin’s guidance. National news and event coverage were objective, with journalists required to verify information from multiple sources. New sections, such as youth and entertainment, emerged. The focus was on language, approach, and respecting the audience.

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The Honolulu Advertiser steadily regained its reputation and circulation. It transformed from a conservative outlet into a moderate, progressive, and culturally inclusive publication. The newspaper also underwent minor visual changes, with the globe removed from the masthead and prominent headlines for key stories taking its place. Below the headline, navigation appeared on the left, while a highlight for the most intriguing article was on the right. The front page always featured a humorous cartoon. New columns, such as In One Year by Bob Krauss, the For & About Family section by Mary Cooke, and investigative reporting by Mike Keller, were introduced.

From June 23, 1959, when a special color edition celebrated Hawaii’s statehood, colorful elements became a permanent feature of The Honolulu Advertiser, mainly in headlines, titles, and frames. However, readers had to wait two more decades for full-color photos.

Back on Top. Honolulu Advertiser Regains the No. 1 Spot

In 1971, the Star-Bulletin was sold to the American network Gannett Corporation. By then, The Honolulu Advertiser had regained a solid footing, with Gene Hunter earning a Pulitzer Prize nomination for a series on local syndicates. George Chaplin and Thurston Twigg-Smith worked together until 1986, when Chaplin retired after the newspaper’s 130th anniversary celebrations. By then, The Honolulu Advertiser had reclaimed the top spot in Hawaii’s media rankings, with a circulation of 90,000 copies.

At the time of Chaplin’s retirement, Thurston Twigg-Smith was 65 years old. However, the real issue for the newspaper’s owner was the lack of interest from his family—both immediate and extended—in taking over the business. Twigg-Smith eventually persuaded Gannett Corporation representatives to take the helm and purchase the paper. First, Star-Bulletin’s editor-in-chief, Phil Gilalanella, transitioned to The Honolulu Advertiser as publisher. In January 1993, the sale was finalized. To maintain the agreement between the two newspapers, Gannett sold the Star-Bulletin to Liberty Newspapers from Arkansas and purchased the entire Advertiser publishing operation, including offices, printing facilities, and other assets, for $250 million.

Twigg-Smith made a lucrative deal, but Gannett faced significant challenges. Hawaii’s economy entered a downturn, and the internet began reshaping the media landscape. The two leading newspapers once again found themselves competing for readers and advertisers.

Despite declining circulation—a trend across all newspapers—The Honolulu Advertiser remained a leader in Hawaii’s media. In December 2000, it made history by appointing its first female editor-in-chief, Saunda Keyes. A Black woman with a doctorate in folklore and prior experience leading the Miami Herald, Keyes was supported by publisher and president Michael Fisch, a Hawaiian history enthusiast.

A Woman’s Touch Isn’t Always Gentle

In 2001, the Star-Bulletin changed ownership again. David Black, owner of Black Press Ltd., did not renew the expired joint operating agreement, leaving both competitors to operate independently. Saunda Keyes proved that women could excel. Her fresh approach to business and finance had a significant impact, and her leadership style was anything but gentle:

• The website was launched in 2000
• A digital archive went live on March 15, 2001
• The paper was restructured, modernized, and updated
• It became fully color-printed
• Employee development was prioritized
• Internships were introduced for aspiring journalists
• The newspaper established a reputation for excellent work
• It won awards, including the McGruder Award for Leadership in Diversity (2005)
• Daily circulation rose to 143,271 copies, with Sunday editions reaching 162,388

Keyes led the newsroom for six years. While these were challenging times for print newspapers, she kept The Honolulu Advertiser afloat and thriving. In 2006, she left to train young journalists at the University of Nevada, Reno. She was succeeded in May 2006 by her deputy, Mark Platte.

Platte, like his predecessor, joined The Honolulu Advertiser in 2000 after leading the Los Angeles Times for a decade. By 2004, he was Keyes’ deputy. When he assumed the editor-in-chief role, the company employed nearly 600 people. Two years later, employees demanded better conditions. Owners, citing tough economic circumstances, proposed wage cuts. The staff responded with threats of a strike, presenting demands for both pay and benefits.

The War of Attrition Ends. Rivals Unite

The conflict had complex roots. Black waged war against the Advertiser publishing group. As reported by the newspaper Death Watch on March 5, 2007: “It turned into a war of attrition. A series of intense battles with unions, where union members at one point tried to dissuade local businesses from working with Advertiser, left Gannett battered and weakened. Although Advertiser maintained spending dominance, it continued losing money.”

David Black won this war. On February 25, 2010, Black Press became the new owner of the entire Advertiser publishing group, and Gannett Pacific Corporation completely withdrew from Hawaii. The two rival newspapers stood together under one banner, but David Black had a new plan. In June 2010, both The Honolulu Advertiser and the Star-Bulletin ceased to exist.



On Sunday, June 6, 2010, the final edition of The Honolulu Advertiser was published. After 154 years, the newspaper bid farewell to its readers with a heartfelt message: ALOHA and MAHALO (Goodbye and Thank You). The two newspapers founded by Henry Martyn Whitney, once fierce competitors and Hawaii’s most widely read dailies, merged into one: HONOLULU STAR ADVERTISER. On Monday, June 7, 2010, a new chapter began.

The Honolulu Advertiser Timeline

• 1856, July 2 - First issue of Pacific Commercial Advertiser
• 1864, February 13 - PCA switched publication day from Thursday to Saturday
• 1870, May - Sugarcane planters boycott PCA
• 1870, September 1 - Black & Auld becomes the new owner of PCA
• 1876 - First supplements introduced
• 1880 - Walter Gibson becomes PCA owner and founds The P.C. Advertiser Co.
• 1883, June - Initial layout changes to the weekly
• 1884, February 2 - Further PCA redesign
• 1884, July - Return to Thursday editions
• 1885, January 1 - PCA begins six-day-a-week publication (excluding Sundays)
• 1885, January 9 - First humorous cartoons published
• 1888 - Hawaiian Gazette Company acquires PCA; the paper returns to its original owner
• 1889 - New printing machinery introduced
• 1894, January 1 - Complete image overhaul
• 1898, July 13 - Special issue marking Hawaii`s annexation by the USA
• 1898, Fall - Lorrin Andrews Thurston becomes PCA`s new owner
• 1900, January 1 - First photographs published
• 1900, June 1 - First political cartoons
• 1901 - Introduction of a weekend supplement
• 1903, January 1 - PCA starts publishing seven days a week
• 1906, July 2 - 50th anniversary celebrated
• 1913 - PCA relocates to a new headquarters
• 1918, November - Professional photography section established
• 1921 - PCA acquires its own editorial vehicle
• 1921, March 31 - Pacific Commercial Advertiser renamed to The Honolulu Advertiser
• 1930 - New offices, headquarters, and printing press
• 1931 - Formation of Advertiser Publishing Company, Ltd.
• 1956 - 100th anniversary of the newspaper
• 1959, June 23 - Special full-color edition celebrating Hawaii`s statehood
• 1961, July 1 - Launch of the Sunday Star-Bulletin & Advertiser magazine
• 1963 - Merger of The Honolulu Advertiser and Star-Bulletin production facilities
• 1963, June 21-August 7 - Staff strike halts publication
• 1971 - Pulitzer Prize nomination
• 1993 - Gannett Corporation acquires the Advertiser publishing group
• 2000 - First female editor-in-chief (Saunda Keyes)
• 2000 - Launch of the newspaper`s website
• 2001, March 15 - Digital archive of the newspaper launched
• 2005 - McGruder Award for Leadership in Diversity
• 2010, February 25 - Black Press acquires the Advertiser publishing group
• 2010, June 6 - Final edition of The Honolulu Advertiser published
• 2010, June 7 - First edition of the new Honolulu Star Advertiser

Sources:

• https://history.idaho.gov/wp-content/uploads/2018/08/0036.pdf
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