The first bona fide newspaper the Sage Brush made its debut on the streets of Susanville on July 15, 1865. This was a substantial undertaking since Lassen County may have had barely a thousand residents. It should be noted that the County of Lassen subsidized the publication at $100 a month until it was able to sustain it on its own.

It was a typical rural press newspaper. It was four pages in size, published weekly. A Washington hand press was used, and the type set by hand.

The newspaper’s founder, A.C. Longmore remained at the helm until August 10, 1867 when he sold it to A.T. Bruce. Bruce’s ownership was short-lived and sold the paper in the fall to John C. Partridge.  Partridge changed the name to the Lassen Sage Brush. Yet, besides operating  the newspaper, he had many other interests. He spent five years as a U.S. Deputy Surveyor and did many of initial Government Land Office surveys of northern Lassen County, as well as Modoc County. Because his work as a surveyor required him to be away for long periods of time, he sold a half interest in the newspaper to George Pierce. It did not work out well, by June 3, 1871, Partridge was once again sole proprietor. In March 1872, he brought in another partner, D.C. Slater, who also happened to be his brother-in-law. More changes were on the horizon when on January 4, 1873,  displayed an entirely new format. Not only that, but a new name as well—The Lassen Advocate. The Advocate would chronicle the news of the region until 1987 when it closed due to bankruptcy.

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