At the head of each issue of the magazine is a vignette in which the French and English treatment of the Indian are contrasted. In the middle of the picture an Indian leans upon his gun; on the left is a Briton reading from the Bible, beneath his arm is a roll of cloth, symbolizing the dress and manufactures of civilized life; on the right is a Frenchman, extravagantly dressed, offering to the savage a tomahawk and purse of gold. The vignette has the inferior motto: _Prævalebit æquior_, and the title-page the further legend: _Veritatis cultores, Fraudis inimici_.
The first number (October, 1757) gave a variety of pleasing and extraordinary information to curious readers: Indians, "broods of French savages;" earthquakes, St. Helmo's fire, phosphorescence, aurora borealis, mermen and mermaids, sea-snakes, _krakens_, etc., were jostled together in charming confusion.
The editor of the new magazine was the Rev. William Smith, first provost of the College of Philadelphia. He was born near Aberdeen, Scotland, in 1727, and was invited to take charge of the Seminary of Philadelphia in 1752. His personality made the magazine a very fair representative of the culture and refinement of Philadelphia society, when already through the influence of the college and library the city was becoming "the Athens of America," as, at a later date, it was frequently called.
Smith published in eight successive numbers of the magazine a series of papers called "The Hermit," and signed "Theodore." He desired these contributions to be considered in the nature of a monthly sermon.... "In composing these occasional lectures, I shall be animated with the thoughts that they are not to be delivered to a single auditory, and in the presence of persons among whom there might be many of my enemies, but to this whole continent, and in a manner that can never create prejudices against my person or performances, as I am to be forever concealed" (Vol. I, p. 43).
The earliest reference to the genius of Benjamin West is in the _American Magazine_, p. 237, where of the 19-year-old Chester County boy it is said, "We are glad of this opportunity of making known to the world the name of so extraordinary a genius as Mr. West. He was born in Chester County, in this province, and, without the assistance of any master, has acquired such a delicacy and correctness of expression in his paintings, joined to such a laudable thirst of improvement, that we are persuaded, when he shall have obtained more experience and proper opportunities of viewing the productions of able masters, he will become truly eminent in his profession." This note accompanies a poem upon one of Mr. West's portraits which, the editor remarks, "We communicate with particular pleasure, when we consider that the lady who sat, the painter who guided the pencil, and the poet who so well describes the whole, are all _natives of this place, and very young_."