Cannon in 1968. Melody Makers writers advocated the new forms of pop music of the late 1960s. "By 1999, the 'quality' press was regularly carrying reviews of popular music gigs and albums", which had a "key role in keeping pop" in the public eye. As more pop music critics began writing, this had the effect of "legitimating pop as an art form"; as a result, "newspaper coverage shifted towards pop as music rather than pop as social phenomenon". In the world of pop music criticism, there has tended to be a quick turnover. The "pop music industry" expects that any particular rock critic will likely disappear from popular view within five years; in contrast, according to author Mark Fenster, the "stars" of rock criticism are more likely to have long careers with "book contracts, featured columns, and editorial and staff positions at magazines and newspapers". Author Bernard Gendron writes that in the United States "the emergence of a 'serious' rock press and the rock critic" began in 1966, presaged by Robert Shelton, the folk music critic for The New York Times, writing articles praising the Beatles and Bob Dylan, the last of whom had just embraced rock 'n' roll by performing with electric backing at the 1965 Newport Folk Festival. Paul Williams, an eighteen-year-old student, launched the pop journal Crawdaddy! in February 1966; in June, Richard Goldstein, a recent graduate and New Journalism writer, debuted his "Pop Eye" column in The Village Voice, which Gendron describes as "the first regular column on rock 'n' roll ... to appear in an established cultural publication". Rock journalist Clinton Heylin, in his role as editor of The Penguin Book of Rock & Roll Writing, cites "the true genesis of rock criticism" to the emergence of Crawdaddy! Lindberg et al. say that, while Williams is widely considered to be the first American rock critic, he "nevertheless looked to England for material". According to Gendron, Goldstein's most significant early pieces were a "manifesto" on rock 'n' roll and "pop aestheticism", and a laudatory assessment of the Beatles' Revolver album. Published in late August, the latter article provided "the first substantial rock review devoted to one album to appear in any nonrock magazine with accreditory power". Whereas Williams could be sure of a sympathetic readership, given the nature of his publication, Goldstein's task was to win over a more highbrow readership to the artistic merits of