Amidst all the excitement (and furore) about Google’s move to scan more and more of the world’s books, one part of their offering seems to have gone largely unnoticed.
Google Book Search has, for just under a year now, been gradually adding a selection of magazines to its mix: all fully scanned and searchable.
Now, this scores for me on many levels.

First - let’s not be coy – I heart the hell out of magazines. I love reading them, I used to work in them, and they’re an incredible source of social history which has largely been unsearchable until now (at least for consumers without access to expensive specialist tools).
Secondly, what’s great about the Google scans is that you get the whole package. This isn’t somebody’s idea of “the best of” Life magazine. This is every last trivial, forgotten article and ad. Often (in fact most of the time, in my view) it’s through these small, low-key details that the true colour of an era emerges.
If you’re anything like me you’ll happily waste hours poring through this stuff, but let me pick one publication to highlight: Billboard. This has been the US music industry’s journal of record since 1894. (OK, so Google doesn’t quite stretch back that far, but will 1942 do you?)
I’ve had fun this weekend tracking entire musical genres back through Billboard history. What’s especially cool is unearthing their earliest moments, when we find the magazine poking gingerly at them with the quaint, quizzical tone of the bush anthropologist.
Here’s one example, from July 18 1980 – Rap Records Inducing Listener Participation.
Rap Records’ distinct appeal is found in their ability to induce listener participation. As rap product proliferates, this unique lure may be finding its way to a larger audience.
This is the observation of industry principals, who note that rap disks can cause more stir on the dance floor than conventional dance records. “The rapper and the audience often exchange the jive talk,” says Robert Ford, coproducer of popular rap artist Kurtis Blow.
“Or sometimes a rapper will call out dance steps,” he continues. “It’s like a square dance.”
Then there’s the June 21 1986 musing – House Music: Will It Join Rap And-Go-Go?
What is house music? [...] As with all local music scenes, Chicago house music makers have their own jargon. For example, instead of dancing to the music one ‘jacks’ one’s body to it.
A typical house recording may feature a simple thumping drum-machine pattern and a voice sample of the artist saying, “It’s house” or “It’s time to jack,” with some synthesizer parts providing background.
Older readers might appreciate May 28 1977′s news report $250G ADVANCES – Virgin Pacts Pistols: 3d Deal In 6 Months (extra points to Billboard for the Variety-style headline):
Previous contracts with EMI and A&M were cancelled by the companies following allegations of “unprofessional” behavior by group members. Now the Sex Pistols’ first product on Virgin is the single God Save The Queen (not the National Anthem).
But in case you thought “punk rock” might be a fad, November 19th’s edition in the same year puts you straight.
In his feature PUNK DISPLAYS: Sales Of New Wave Product Go Up As Visibility Increases, Roman Kozak in New York reports:
Record stores around the country are finding that if you display punk rock product, you will sell it. Some are devoting entire sections of the stores to new wave.
Even dealers who do not provide elaborate punk displays are reporting that while the music has not sparked a run on the product, sales are good and they are growing.
Larry Herman, branch marketing coordinator for Warner Bros. in New York, says that the label considers punk part of pop music in general, but is interested in special punk sections since it brings it closer to the people. [...] One store, he says, has put up its own Sex Pistol awning.
Spot any other jewels in Billboard’s archives? I’d love to hear from you.
But if music’s not your forte, don’t worry. You can also browse Popular Mechanics, Boys’ Life (“the official youth magazine for the Boy Scouts of America”), American Cowboy and Log Home Living to name but four.
Consider it a virtual dentist’s waiting room.