Aside from the attention afforded the album in literary and scholarly journals, the American jazz magazines "Down Beat" and "Jazz" both began to cover rock music for the first time, with the latter changing its name to "Jazz & Pop" as a result. In addition, following "Sgt. Pepper", established American publications such as "Vogue", "Playboy" and the "San Francisco Chronicle" started discussing rock as art, in terms usually reserved for jazz criticism. Writing for "Rolling Stone" in 1969, Michael Lydon said that reviewers had had to invent "new criticism" to match pop's musical advances, since: "Writing had to be an appropriate response to the music; in writing about, say, "Sgt. Pepper", you had to try to write something as good as "Sgt. Pepper". Because, of course, what made that record beautiful was the beautiful response it created in you; if your written response was true to your listening response, the writing would stand on its own as a creation on par with the record."