This article examines the growth and decline of RE/Search as a commercial enterprise dedicated to documenting and, in effect, marketing selected countercultural trends. Particular attention is given to the publishers’ attempts to negotiate the traditional bohemian disdain for
commerce (as delineated in Malcolm Cowley’s Exile’s Return) in order to maintain credibility with both early adopters of trends, who provide essential information to RE/Search, and the intended consumers of RE/Search’s publications. The question is posed whether the Internet
has provided a more efficient means of transmitting subcultural memes, rendering RE/Search commercially and otherwise unviable as a promoter and popularizer of subcultural trends and tendencies.
The European Journal of American Culture (EJAC) is an academic, refereed journal for scholars, academics and students from many disciplines with a common involvement in the interdisciplinary study of America and American culture, drawing on a variety of approaches and encompassing the whole evolution of the country.