Llewellyn Worldwide
Llewellyn Worldwide is an American independent publisher specializing in astrology, occultism, witchcraft, Wicca, spirituality, paranormal subjects, wellness, and related fiction.
Last updated August 31, 2026
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Overview
Llewellyn Worldwide is an American publishing house headquartered in Woodbury, Minnesota, with roots in Portland, Oregon. Founded in 1901 by astrologer Llewellyn George as the Llewellyn Publishing Company, it began as a specialist astrology business producing books, annual reference works, and related educational material. George also established the Portland School of Astrology, linking the company’s publishing activity with instruction and the broader popularization of astrology. During its early decades, Llewellyn developed a strong position in American astrology publishing. One of its best-known continuing properties was the Moon Sign Book, an annual work edited initially by George and later, after his death, by astrologer Sydney Omarr. The company moved from Portland to Los Angeles in 1920, reflecting its growth and its connection with the West Coast’s developing metaphysical and alternative-culture markets. After George died in 1954, the company passed through several ownership changes. A printing company acquired it in 1958, with Richard Juline taking operational responsibility. In 1960, Carl L. Weschcke, a relative of George, acquired the business. Weschcke moved the headquarters to St. Paul, Minnesota, and renamed the company Llewellyn Publications. Under his leadership, the publisher broadened its scope beyond astrology into occult studies, witchcraft, Wicca, magic, metaphysics, and other New Age subjects. This expansion transformed Llewellyn from a primarily astrological publisher into a broader specialist house serving readers interested in esoteric traditions and alternative spirituality. The company also experimented with periodicals, including Aquarian Age Preview, Astrology Now, Llewellyn’s New Times, and Gnostica. In 1970 it opened Gnostica, a retail bookstore in Minneapolis, although the store operated for only a few years. Llewellyn additionally sponsored the Aquarian Age Festival, an annual New Age event that extended its activities beyond books and into community-building and cultural programming. In 1988, it acquired Fate magazine, a long-running publication focused on paranormal topics, strengthening its presence in that field. The publisher encountered commercial pressure around 2001, when declining sales led to layoffs and a restructuring of its sales and marketing operations in 2002. It subsequently sold Fate to Galde Press, a company associated with the magazine’s editor in chief. By the end of 2003, the company had recovered to reported gross sales of $16 million for that period. In the early 2000s, the publisher was described by scholar J. Gordon Melton as one of the largest U.S. publishing and wholesaling organizations devoted to occult, witchcraft, and magical literature. Llewellyn later diversified into general and genre publishing through dedicated imprints. Midnight Ink, introduced in 2005, was its first mystery imprint. In 2006, the company launched Flux Books, an imprint focused on young adult fiction. Flux was sold to North Star Editions in 2016, while Midnight Ink was closed in 2018 after low sales. These changes narrowed the company’s emphasis back toward its core specialist categories. The business also reported increased sales during the COVID-19 pandemic, when interest in home-based spiritual practice, self-help, wellness, and related reading grew. Today, Llewellyn remains associated primarily with astrology, tarot, witchcraft, Wicca, magic, paranormal studies, spirituality, personal growth, and complementary wellness publishing.
History
Llewellyn Worldwide traces its origin to 1901, when astrologer Llewellyn George established the Llewellyn Publishing Company in Portland, Oregon. The business initially concentrated on astrology books and annuals and was connected to George’s Portland School of Astrology. Its early catalog helped establish the company as a significant American astrology publisher. The Moon Sign Book became one of its recurring properties, and after George’s death in 1954 it was edited by Sydney Omarr. The company moved to Los Angeles in 1920. Following George’s death, it changed hands several times. A printing company acquired it in 1958, with Richard Juline operating the business. In 1960, George’s relative Carl L. Weschcke purchased the company and moved its headquarters to St. Paul, Minnesota. Weschcke also changed the name to Llewellyn Publications and redirected the catalog toward a wider range of occult and metaphysical subjects. Under this strategy, Llewellyn published works concerning witchcraft, Wicca, magic, and related esoteric traditions rather than limiting itself to astrology. During the later twentieth century, Llewellyn operated or published several periodicals, including Aquarian Age Preview, Astrology Now, Llewellyn’s New Times, and Gnostica. In 1970 it opened a Minneapolis bookstore named Gnostica, although the retail experiment ended after a few years. The company also sponsored the Aquarian Age Festival, an annual New Age gathering. In 1988, it acquired Fate magazine, a publication focused on paranormal subjects. The business faced a downturn around 2001. Declining sales resulted in layoffs and a reorganization of the sales and marketing functions in 2002. Llewellyn later sold Fate to Galde Press, a company owned by the magazine’s editor in chief. By the end of 2003, the company had reportedly recovered to $16 million in gross sales. During this period, scholar J. Gordon Melton characterized it as one of the largest American publishing and wholesaling organizations in occult, witchcraft, and magical literature. Llewellyn expanded into genre fiction in the following decade. It launched the Midnight Ink mystery imprint in 2005 and Flux Books, a young adult fiction imprint, in 2006. Flux was sold to North Star Editions in 2016. Midnight Ink was closed in 2018 because of low sales. The company’s offices later moved to Woodbury, a suburb of St. Paul. Llewellyn also experienced increased sales during the COVID-19 pandemic. Its enduring identity remains that of a specialist publisher whose core catalog covers astrology, witchcraft, Wicca, magic, occultism, paranormal subjects, spirituality, and wellness.
- 2018
Midnight Ink closed
[1]The mystery imprint was discontinued after low sales.
- 2016
Flux sold to North Star Editions
[1]Llewellyn divested its young adult fiction imprint to North Star Editions.
- 2006
Flux Books launched
[1]The company created Flux as a young adult fiction imprint.
- 2005
Midnight Ink launched
[1]Llewellyn entered mystery publishing with the Midnight Ink imprint.
- 1988
Fate magazine acquired
[1]The publisher acquired the paranormal magazine Fate.
- 1970
Gnostica bookstore opens
[1]Llewellyn opened a Minneapolis metaphysical bookstore, which closed after several years.
- 1960
Carl L. Weschcke acquires and renames the company
[1]Weschcke acquired the publisher, moved it to St. Paul, Minnesota, and renamed it Llewellyn Publications.
- 1954
Death of founder Llewellyn George
[1]Following George’s death, Sydney Omarr took over editing duties for the Moon Sign Book.
- 1920
Headquarters move to Los Angeles
[1]The company relocated from Portland to Los Angeles during its early astrology-publishing period.
- 1901
Llewellyn Publishing Company founded
[1]Astrologer Llewellyn George founded the company in Portland, Oregon, initially focusing on astrology books and annual publications.
Products and positioning
An independent specialist publisher serving readers interested in astrology, occult and esoteric traditions, witchcraft, Wicca, magic, paranormal subjects, spirituality, wellness, and adjacent areas of personal development. Its historical differentiation comes from combining a long-running astrology publishing tradition with a broad catalog for contemporary metaphysical and alternative-spiritual communities.
Astrology annual
Moon Sign Book
A recurring astrology reference title associated with Llewellyn’s earliest publishing identity. It was edited by founder Llewellyn George during the early period and later by Sydney Omarr after George’s death. The publication exemplifies the company’s longstanding role in producing accessible astrological guidance and annual reference material.
Astrology · 1901
Astrology publishing
Astrology has been the company’s foundational subject area since 1901. Llewellyn’s astrology catalog developed from books and annuals into a broader range of interpretive, instructional, and reference works, helping the publisher establish a durable specialist position before it diversified into occult and New Age subjects.
Occult and spirituality
Witchcraft and Wicca publishing
This category includes books addressing witchcraft, Wiccan traditions, ritual practice, magical systems, and related spiritual communities. It became central to Llewellyn’s identity after the company broadened beyond astrology under Carl L. Weschcke.
Esoteric nonfiction
Occult and magical studies
Llewellyn publishes specialist material on occult traditions, magic, metaphysics, and esoteric studies. This catalog supports both practical readers seeking instruction and readers interested in the history, symbolism, and intellectual traditions of occult subjects.
Paranormal nonfiction · 1988
Paranormal publishing
The company’s paranormal publishing activity was reinforced by its 1988 acquisition of Fate magazine. The category covers supernatural and unexplained-phenomena subjects and complements Llewellyn’s broader focus on alternative spirituality and esoteric culture.
Mystery fiction imprint · 2005
Midnight Ink
Midnight Ink was Llewellyn’s first imprint and represented an expansion into mystery fiction. It operated alongside the company’s specialist nonfiction businesses but was later discontinued because of low sales.
Young adult fiction imprint · 2006
Flux Books
Flux Books was created to publish young adult fiction, giving Llewellyn a presence in a mainstream fiction segment outside its traditional metaphysical and occult catalog. The imprint was sold to North Star Editions in 2016.
Marketing campaigns
- Aquarian Age Festival
United States
Llewellyn sponsored an annual New Age festival during the 1970s. The event extended the company’s role beyond publishing by creating a forum for readers, practitioners, and participants in the broader Aquarian Age and metaphysical movement.
Outcome. The festival is documented as a historical activity; its later continuation is not confirmed.
Brand decisions
2018
Close Midnight InkStrategyBackground
The mystery imprint had generated low sales.
Action taken
Llewellyn shut down Midnight Ink.
Aftermath
The closure further concentrated the publisher’s portfolio around its established specialist categories.
2016
Sell Flux BooksM&ABackground
Llewellyn’s young adult fiction activity was separate from its core metaphysical publishing position.
Action taken
The company sold Flux to North Star Editions.
Aftermath
The divestiture reduced Llewellyn’s exposure to young adult fiction.
2006
Launch Flux BooksProduct launchBackground
The company continued experimenting with mainstream fiction categories after creating its mystery imprint.
Action taken
Llewellyn launched Flux Books as a young adult fiction imprint.
Aftermath
Flux was later sold to North Star Editions in 2016.
2005
Launch Midnight InkProduct launchBackground
Llewellyn sought to extend its business beyond specialist nonfiction.
Action taken
It established Midnight Ink as a mystery fiction imprint.
Aftermath
The imprint operated for several years but was eventually closed because of low sales.
2002
Restructure sales and marketing operationsStrategyBackground
Declining sales in 2001 created pressure on the business and prompted a review of its organization.
Action taken
The company carried out layoffs and reorganized its sales and marketing departments.
Aftermath
The business reportedly rebounded, reaching $16 million in gross sales by the end of 2003.
Gross sales. $16 million (By the end of 2003)
2002
Divest Fate magazineM&ABackground
Following its operational restructuring, Llewellyn reassessed its periodical portfolio.
Action taken
The company sold Fate to Galde Press, a business owned by the magazine’s editor in chief.
Aftermath
Llewellyn exited direct ownership of the paranormal periodical while retaining its broader book-publishing focus.
1988
Acquire Fate magazineM&ABackground
The publisher was already active in occult and New Age subjects and identified paranormal publishing as a complementary area.
Action taken
Llewellyn acquired Fate, a magazine focused on paranormal topics.
Aftermath
The acquisition strengthened Llewellyn’s presence in paranormal media before the title was later divested.
1960
Broaden the catalog from astrology into occult publishingStrategyBackground
After acquiring the company, Carl L. Weschcke inherited a publisher best known for astrology and sought a wider position in the emerging metaphysical and New Age market.
Action taken
He moved the headquarters to Minnesota, renamed the company Llewellyn Publications, and expanded into witchcraft, Wicca, magic, and general occult subjects.
Aftermath
The change became the foundation of Llewellyn’s modern specialist identity and broadened its readership beyond astrology.
Recent events
- 2018
Midnight Ink imprint discontinued[1]
Other
Llewellyn closed Midnight Ink after the mystery imprint experienced low sales.
- 2016
Flux Books sold to North Star Editions[1]
M&A
Llewellyn sold its young adult fiction imprint Flux to North Star Editions.
- 2006
Flux Books launches for young adult fiction[1]
Product launch
The company introduced Flux Books as a young adult fiction imprint, broadening its publishing activity beyond metaphysical nonfiction.
- 2005
Midnight Ink mystery imprint is launched[1]
Product launch
Llewellyn created Midnight Ink as its first imprint, entering mystery publishing alongside its established specialist nonfiction catalog.
- 2002
Sales decline prompts restructuring[1]
Leadership change
After declining sales in 2001, Llewellyn implemented layoffs and reorganized its sales and marketing departments.
- 2002
Fate magazine is sold to Galde Press[1]
M&A
Llewellyn divested Fate magazine to a company owned by the publication’s editor in chief, Galde Press.
- 1988
Llewellyn acquires Fate magazine[1]
M&A
The company acquired the paranormal-focused magazine Fate, extending its publishing portfolio into supernatural and paranormal content.
- 1970
Llewellyn launches Gnostica bookstore[1]
Other
The publisher opened a Minneapolis retail bookstore called Gnostica as part of its effort to participate directly in the growing New Age and metaphysical market.
- 1960
Llewellyn expands beyond astrology under Carl L. Weschcke[1]
Other
After acquiring the company, Carl L. Weschcke moved its base to Minnesota, adopted the Llewellyn Publications name, and broadened its catalog into occult, witchcraft, Wiccan, and magical subjects.
Sources2 sources
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