Environmental nongovernmental organizations faced unprecedented opportunities after public interest in environmental issues exploded in the 1960s. Drawing on the official archives of the Wilderness Society, the Sierra Club, and the National Audubon Society, this study demonstrates how these organizations redeveloped their publications to take advantage of newfound public interest and political opportunities in the 1960s through the 1980s. The organizations adopted professional journalistic norms and practices in their publications to court mass appeal and gain political legitimacy, but their journalistic endeavors were hampered by internal disagreements over the use of journalism as an advocacy tool.
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