This article argues that Viktor Shklovsky and his allies’ theory cannot be duly appreciated and understood without accounting for their engagement in journalism. The latter was both practiced and theorized by Shklovsky’s group of the Russian Formalists, which stood out as a then rare combination of rigorous theory and extreme performativity. Accordingly, there was disagreement among the Formalists of Shklovsky’s group. On one hand, they did not want the kind of criticism that is published in periodicals and holds sway over contemporary writers to be naïve banter—the Formalists would rather criticism recognize the literariness of literature and hew to the patterns and laws they discovered. On the other hand, the Formalists applied these literary patterns to their own writing, creative or not, which is why Shklovsky wrote that he was both a fish zoologist and a fish. Hence the Formalists’ desire to make their scholarship and criticism performative. The conflict between rigor and performativity could be resolved only in a periodical, and while the Formalists, as this article explains, had a problem with issuing one fully of their own, Shklovsky’s literary magazine