Public Image Management, Internal Strife, and Ultimate Demise
Liberty Lobby attempted to promote a public image of being a conservative group with an emphasis on anti-communism, similar to the John Birch Society. However, while the John Birch Society publicly rejected white supremacy and antisemitism, Liberty Lobby promoted them. Francis Parker Yockey's Imperium was republished by Willis Carto's Noontide Press, which also published a number of other books and pamphlets promoting a racialist and white supremacist world view, and Liberty Lobby in turn sold and promoted these books.
While Liberty Lobby was intended to occupy the niche of a conservative anti-Communist group, Willis Carto was meanwhile building other organizations which would take a much more explicit neo-Nazi orientation. Among these were the National Youth Alliance, a Willis Carto-founded organization that eventually became the National Alliance. Eventually, however, Carto lost control of this organization and it fell into the hands of William Pierce. Also founded by Carto was the Institute for Historical Review, a group known for publishing Holocaust denial books and articles. As with the National Youth Alliance and Noontide Press, the Institute for Historical Review fell out of Carto's hands in a hostile internal struggle. Liberty Lobby, however, remained under the control of Carto until it was disbanded in 2001.
During the 1970s, as the old anti-Communism of the 1950s and 1960s fell out of favor, Carto redefined the public image of Liberty Lobby, and began to describe it as a politically populist organization, rather than conservative or right-wing. In that time, Liberty Lobby also tried to create connections to the American political left by redistributing a report critical of President Jimmy Carter authored by frequent third-party presidential candidate Lyndon LaRouche and his NCLC.
In 1975, Liberty Lobby began publishing a weekly newspaper called The Spotlight, which ran news and opinion articles with a very populist and anti-establishment slant on a variety of subjects, but gave little indication of being extreme-right or neo-Nazi. However, critics charged The Spotlight was intended as a subtle recruiting tool for the extreme right, using populist-sounding articles to attract people from all points on the political spectrum including liberals, moderates, and conservatives, and special-interest articles to attract people interested in such subjects as alternative medicine. Critics also charged the newspaper with subtly incorporating antisemitic and white racialist undertones in its articles, and with carrying advertisements in the classified section for openly neo-Nazi groups and books. The Spotlight's circulation peaked around 200,000 in the early 1980s, and although it experienced a steady drop after that, it continued to be published until the Liberty Lobby's demise in 2001.
Liberty Lobby founded the Barnes Review in 1994. That publication, along with its bookstore, was still operating late in 2008 apparently run by Carto.
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