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Writer's pictureAurore Sibley

The Bugle-American: An Alternative Newspaper in 1970's Milwaukee

Updated: Aug 15


On This Day (September 16) in 1970, a formative alternative newspaper launched its first issue in Madison, Wisconsin. The Bugle American was a Madison/Milwaukee alternative newspaper that ran from 1970-1978 and was famous for both its left-leaning investigative journalism and its coverage of the vibrant Milwaukee music scene. In February 1975 six people almost lost their lives when the offices of The Bugle American, as well as the home to some of its staff and editors, was firebombed by unknown assailants. Though the building was destroyed and the assault never solved, the paper survived, and staff even managed to publish the following week’s edition with the help of the community, who came together in support of the paper. There was a lot of talent that blossomed during these years. Wanting to provide readers with an intelligent alternative to both mainstream and underground newspapers, the writers at the Bugle American aimed for balance (with a healthy dose of humor), covering politics, community events and culture, and music and the arts with excellently written features by journalists who went on to have exceptional careers. Covers were contributed by cartoonists Denis Kitchen (one of the founders), Dan Burr, Jim Mitchell, Don Glassford, and many others. Even Robert Crumb was featured in early editions of the Bugle. Saturated with photographs of iconic musicians from the1970’s Milwaukee music scene and festivals, the Bugle American featured exclusive interviews with artists such as Patti Smith, Chick Corea, Lou Reed, Bruce Springsteen, and Frank Zappa. Randy McElrath, an ad salesman for the newspaper who was also a partner in Daydream Productions helped to bring big names to Milwaukee concert venues, and the music and arts section of the paper thrived under the helm of musicophile Gary Peterson. Behind the scenes, The Bugle might have been a bit of a soap opera. There were love triangles, changing partners, rivalries, quarrels, slights, and contentions, but also marriages, partnerships, and deep, lifelong friendships, and the newspaper provided a forum for its readers in the weekly Letters to the Bugle section. Ultimately, the Bugle American helped to shape, influence, and contribute to Milwaukee’s political and artistic culture and community throughout the 1970’s and beyond.

The author is pictured above in her father's arms, Music Editor Gary Peterson,, in this Dec. 1976 edition of The Bugle-American. Photo Credit: Denis Darmek

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