The Tatler’s Role and Influence During World War I

Published in

Roseleigh

8 min readAug 5, 2024

During WWI, The Tatler magazine changed its content, becoming an important element of UK culture — After the outbreak of WWI, *The Tatler*’s content quickly changed

Introduction

The Tatler, a British magazine established in 1901, became a cultural touchstone during World War I. Its role extended beyond mere entertainment; it served as a crucial link between the home front and the soldiers fighting at the front. My historical fiction work, Roseleigh, explores this era of British history. This period saw a proliferation of competing periodicals, but The Tatler distinguished itself through its unique features, particularly the Letters of Eve column and its vivid illustrations. These elements not only provided solace and a semblance of normalcy to its readers, but also became a cultural phenomenon in their own right.

During the WWI period of UK history, The Tatler magazine played an important cultural role — Society that everyone was fighting for. *The Tatler*, cover, May 16, 1917

Historical Context and Importance

Clement Shorter, publisher of The Sphere, introduced The Tatler in July 1901. He selected the name to refer to a literary and society journal founded by Richard Steele in 1709. It was a weekly publication and bore subtitles varying on “an illustrated journal of society and drama.” The Tatler featured articles and photographs of glamorous events like high society balls, charity galas, horse races, hunting trips, fashion trends, and juicy gossip.

Prior to the WWI era of UK history, The Tatler magazine focused on society and drama — The first issue of *The* *Tatler*, 1901

During World War I, the magazine underwent a significant transformation. It adapted to the changing times by incorporating war-related content. This shift reflected a broader trend among British periodicals, which recognized the public’s growing appetite for news, personal stories, and illustrations related to the war.

During the WWI period of UK history, The Tatler magazine would be sent to soldiers at the front, as seen in my historical fiction novel — “Send your old copy to Tommy,” 1916

On the home front, The Tatler served as a morale booster. It offered readers a blend of escapism and reality, juxtaposing the glamor of high society with the harsh realities of war. This duality was essential in maintaining public morale, providing both distraction and connection. For soldiers at the front, The Tatler was a cherished link to the world they had left behind. The magazine’s arrival was eagerly expected, offering a brief respite from the horrors of trench warfare.

My historical fiction novel, Roseleigh, discusses the importance of the periodical:

“[…] Allegra, what are you about this afternoon?” Phillipa glanced at her sister-in-law, an open magazine beside her as she sipped tea and ate delicate pink and white petit fours.
“Oh, still absorbing the news from last week’s Tatler,” she replied.
“You can scarcely call fifty pages of gossip and pictures of society ladies and actresses news,” Ashcroft muttered behind his paper.
“If the government deemed the content of these pages insignificant, you couldn’t drop one off to any post office in the country for it to be forwarded to our boys on the front lines.”
“Let’s hear some examples of news, then.” He lowered his paper to listen.
“Fine. Let me see.” She flipped through the pages. “Weren’t you saying in your paper this week there was much written about the MPs’ discussions with Colonel Bathurst on Lord Devonport’s control policies at the Food Ministry? Well, in The Letters of Eve, there are specific examples of Lords Berkeley and Ancaster putting their deer parks to farming for Devonport’s Plough Up Britain Campaign. And Lord Fitzwilliam is allowing part of his Yorkshire property to be farmed by colliers. Eve also mentions Captain Bathurst rather callously announced tenant farmers could kill pheasants off over the objections of their sportsman landowners. See? Very newsy.”
“Indeed,” Ashcroft conceded drily.

Competing Periodicals

The Tatler faced competition from several other periodicals, each carving out its niche. Among these were The Illustrated London News, and Punch. The first was known for its comprehensive war coverage and detailed illustrations and was a staple for those seeking in-depth analysis and visual representation of the war. The second was a satirical magazine that provided humor and critical commentary, helping to ease the grim atmosphere with its witty take on events.

There were also a few direct competitors to The Tatler, including The Queen, The Bystander, and, in particular, The Sketch. Like The Tatler, these originally society-focused periodicals adapted their content to reflect the wartime context, providing readers with a mix of entertainment and war-related information.

During the WWI period of UK history, The Tatler had many rival publications, including The Sketch — *The Sketch*, December 1914

Among the troops, The Bystander outperformed both The Sketch and The Tatler when it started publishing Bruce Bairnsfather’s cartoons. “Old Bill,” an older, pipe-smoking Tommy with a walrus mustache, along with his younger troopmate, little Alphie, became hugely popular.

Another Tatler rival, The Bystander featured the cartoon, “Old Bill”, the most popular in the WWI era of UK history. — “Old Bill” cartoon

Despite the competition, The Tatler’s unique blend of content and style ensured its popularity. Its focus on personal stories, fashion, and society news, all interwoven with war coverage, set it apart from its peers.

The Cultural Phenomenon of Letters of Eve

Letters of Eve was a particularly celebrated column in The Tatler during the WWI period of UK history, and is discussed in my historical novel Roseleigh — Olivia Maitland-Davidson, the creator of Eve, with Master Tou-tou and Miss Bing, she also fictionalized in her columns. *Illustrated London News*

The demand for skilled writers was high in the prestigious weekly magazines. Some noteworthy authors include Richard King, who penned “Silent Friends” for The Tatler, and Keble Howard, who wrote “Motley Notes” in The Sketch. However, Eve, the gossip columnist of The Tatler, was the most prominent voice of all. Olivia Maitland-Davidson created Letters of Eve, debuting on May 20, 1914. In each issue, the fictional Eve shared “Correspondence between the Hon. Evelyn Fitzmaurice and Lady Betty Berkshire,” with her readers. The column continued throughout the war and beyond.

Eve was a spirited and chatty socialite, with a flirtatious nature, lively personality, fondness for fashion and “frivol.” She shared her thoughts, complaints, and perspectives on wartime life with her equally fictional friend Betty, using a unique and charming upper-class slang. Despite Eve’s occasional indiscretion and tendency to emphasize shallow concerns, deep down, she is sincere. One of Eve’s greatest strengths is her self-deprecating humor, as she openly acknowledges her shortcomings and realizes that her personal problems are minuscule compared to more important matters.

One of the ways The Letters of Eve appears in Roseleigh is as a point of reference for the historical novel’s characters. Here, Lily is thinking about the prevalence of women joining the ranks of the Voluntary Aid Detachment:

Eve related, albeit snarkily, in an earlier January issue, even royalty, from Queen Victoria Augusta, to one of the Battenberg princesses, had donned the “Noah’s Ark garb of the VAD,” if only long enough to be photographed in it.

The Letters of Eve resonated deeply with readers. For those on the home front, they provided insight into the experiences of women and families affected by the war. For soldiers, the letters were a reminder of what they were fighting for — the preservation of their way of life and the well-being of their loved ones.

During WWI, Letters of Eve showed many society women in nurse’s garb, which is reflected in my historical fiction work, Roseleigh — Letters of Eve, *The Tatler*, February 16, 1916

The success of Letters of Eve lay in its relatable and intimate tone. The correspondent’s observations on rationing, the role of women in wartime, and the shifting social dynamics struck a chord with readers. The column became a platform for expressing shared anxieties, hopes, and resilience, fostering a sense of community among its readership.

Illustrations of Eve

While Maitland-Davidson provided Eve’s voice, her image was equally important to the column’s success. Annie Fish’s stylised linear drawings for The Letters of Eve soon became synonymous with the character. Signed only by “Fish,” they had a contemporary and vibrant feel, more characteristic of the 1920s than the 1910s. Through Fish’s drawings, Eve also achieved celebrity status that extended beyond the magazine. The illustrations of Eve inspired films, plays, and books. Fish’s imagined costumes for Phyllis Dare’s portrayal of Eve at the Adelphi Theatre even influenced women’s fashion.

Annie Fish’s illustrations were an important factor in the fame of Letters of Eve, and are also discussed in my historical novel, Roseleigh — Letters of Eve, featuring illustrations by “Fish,” May 16, 1917

Alongside her work in The Tatler, Fish also had writing credits in Vanity Fair, Vogue, The Sketch, and Punch. Some compared Fish’s work to Aubrey Beardsley’s despite her not having seen it at the time of the comparison.

Fish’s humorous take on home front goings on also finds its way into the pages of Roseleigh’s historical fiction:

One of Annie Fish’s recent cartoons for The Letters of Eve showed Eve prancing about in front of wounded soldiers for attention, then sitting on their laps to “take their temperature.”

The Letters of Eve became so successful, The Sketch attempted to create their own version of it. Marthe Troly-Curtin wrote, and Gladys Emma Peto Illustrated The Letters of Phrynette in The Sketch. This was so similar to Letters of Eve that The Tatler took their rival to court over it.

Conclusion

The Tatler’s history and importance during the World War I period of British History cannot be overstated. It served as a vital connection between the home front and the front lines, offering solace, entertainment, and a sense of normalcy amidst the chaos. Its unique blend of content, particularly the Letters of Eve and Annie Fish’s illustrations, created a cultural phenomenon that resonated deeply with its readers.

While competing periodicals each had their strengths, The Tatler’s distinctive approach ensured its lasting impact. The magazine not only chronicled the war but also shaped the cultural memory of that tumultuous period. Through its pages, readers found a reflection of their own experiences, fears, and hopes, making The Tatler an enduring symbol of resilience and unity during World War I.

Although The Tatler changed some of it’s content during the WWI period of UK history, it still covered actresses and socialites — Actresses and socialites abound in *The Tatler*. March 15, 1916

Have you heard of The Letters of Eve? Which other important columns or publications from WWI have you heard of? I look forward to hearing from you in the comments.

To find out more about underexplored topics in British history, such as WWI publications, and how I’ve incorporated them into my historical fiction work, Roseleigh, please join my mailing list.

Notes & References

Lucinda Gosling, Great War Britain: the First World War at home, 2014.