Moscow, Idaho: Psychiana and America's Mail-Order Religion Movement

In 1929, a recovering alcoholic and twice-discharged military veteran named Frank Bruce Robinson made a $2,500 investment that would transform a small Idaho college town into an unlikely center of American religious innovation. From his home in Moscow, Idaho, Robinson launched Psychiana—a mail-order religion that promised followers they could "literally and actually speak to God" through the power of positive affirmation. What began as a bold advertising gambit during the depths of the Great Depression grew into a phenomenon that reached 67 countries, employed over 100 people, and made Moscow's post office relocate to handle up to 60,000 pieces of mail per day. Robinson's "Now God" philosophy rejected traditional concepts of heaven, hell, and salvation, instead teaching that divine power existed in the present moment and could be harnessed through mental affirmation to solve immediate problems—from financial struggles to health issues. His 20-lesson correspondence course, costing between $20 and $40, attracted desperate followers seeking hope during America's darkest economic crisis, including high-profile adherents like convicted kidnapper Bruno Hauptmann and Italian dictator Benito Mussolini. But Robinson's success came with fierce opposition from local religious groups who vandalized his property, challenged his immigration status, and labeled him a "mail-order prophet." Despite legal battles, threats, and controversy, Psychiana thrived through World War II before finally declining after Robinson's death in 1948, leaving behind a fascinating chapter in American religious history that reveals both the power of hope and the dangers of exploitation during times of crisis.

Timeline of Events

• 1886-1889: Frank Bruce Robinson born (claimed New York; brother said England), creating later immigration controversy
• 1925: Robinson begins formulating ideas for new religion while living in Portland, Oregon
• 1928: Robinson relocates to Moscow, Idaho, to develop his religious philosophy with more writing time
• 1929: Psychiana officially founded from Robinson's Idaho home with $2,500 investment ($46,000 today)
• 1929 (First Year): Movement reaches 67 countries with 36,000 followers; first ad generates $23,000 profit
• 1933: Robinson purchases printing press to cut costs at $2,000/month, angering local printer George Lampfer
• 1930s: Movement employs 100+ people, becoming largest private employer in Latah County, Idaho
• 1944: Follower testimonials claim miraculous recoveries, including restored hearing
• 1948: Frank Robinson dies; son Alfred attempts to continue movement
• Post-1948: Movement declines due to increased postage rates and reduced public interest

During this period, America experienced the Great Depression (1929-1939) and World War II (1939-1945), creating desperate conditions that fueled demand for Robinson's messages of hope and empowerment.

Historical Significance

The Psychiana movement represents a uniquely American phenomenon where entrepreneurial innovation, spiritual seeking, and economic desperation converged during one of the nation's most challenging eras. Robinson's mail-order religion pioneered what would later be recognized as the positive thinking movement and prosperity gospel—ideas that continue to influence American spirituality today. The movement's success reveals how economic crisis creates vulnerability to charismatic leaders offering simple solutions to complex problems, a pattern that has repeated throughout American history. Psychiana's ability to thrive during both the Great Depression and World War II demonstrates the enduring human need for hope during times of uncertainty, regardless of the source. The movement's international reach—spanning 67 countries from a small Idaho college town—showcases how modern communication technology (in this case, the postal system) could democratize religious movements and create new forms of spiritual community that transcended traditional geographic boundaries. Robinson's legacy remains contested: some view him as an opportunistic exploiter who preyed on desperate people, while others see him as a genuine religious innovator who provided comfort and meaning during difficult times. The story raises enduring questions about the relationship between faith and reason, the ethics of religious entrepreneurship, and the responsibility of spiritual leaders to their followers.

Sources & Further Reading

• University of Idaho Library Special Collections and Archives (Psychiana Collection)
• Idaho State Historical Society records on Frank Robinson and Psychiana movement
• Contempor