George Q. Cannon published the first issue of "Juvenile Instructor" magazine in 1866. Cannon organized the Deseret Sunday School Union, an LDS Church organization responsible for educating young members of the LDS church, and the magazine was the first church periodical oriented toward youth. Cannon opened the George Q. Cannon & Sons bookstore in 1867 to sell the magazine and other publications of an uplifting nature. Cannon believed that secular novels did not reflect Latter-day Saint values. In the 1880s, Cannon expanded with a branch in Ogden, Utah.