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Spaceways, v. 3, issue 4, May 1941
Page 15
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SPACEWAYS 15 TRANSITION Early in September I got in touch with the publishers of a brand new outfit, Albing, whose first venture was a daring experiment the old companies had never tried. I refer to Stirring Detective & Western Stories. This was a combination type of magazine unique. Here I thought was an outfit, brand-new, starting a chain of magazines, and proving to begin with that they were capable of being original and not encumbered by the fearful traditions and taboos of the other companies. I approached them with the idea of a combination magazine to carry both science-fiction and weird-fiction together. To carry out the chain-magazine plan, I suggested the distinguishing adjective "Stirring". It would be called Stirring Science & Fantasy Stories. I found Jerry Albert, Editorial Director of Albing, receptive. I found that Albing was one outfit that was courageous enough to break every taboo in the business if it could show a way to successful paths. Albert again had the odd idea that the editor of a magazine should be an expert on it. Unlike the Standard, Fiction House, and Red Circle chains, they did not think that putting out a magazine was just a matter of tossing together readable stories and shoving it at the public. They okayed me as the man they wanted and we signed a contract. Now, I was faced with an interesting problem. The question was: what sort of magazine did I want? That is: did I want a magazine carrying action stories, bang-bang adventure, no science? Or did I want a magazine adult in appeal, with a great emphasis on characterization and such? In brief, with whom was I to compete? What place would my magazines (for they had split the monthly we had planned into two bi-monthlies, the shortened titles Stirring Science Stories and Cosmic Stories) seek to fill in the chain of the pulps? Here's how I visualized the field. AT one end there were the magazines striving for action and swift pulp-writing. At the other end those striving for mature appeal, for non-pulpish effects. Where would my new magazines find a support which had not been previously catered to? Over at one end was Amazing Stories and Fantastic Adventures. Bang-bang writing galore. Then next to it came Science Fiction, Future Fiction, Thrilling Wonder, Startling, Marvel. All these came under the heading of action. Planet Stories fitted in here, too. What was left? Astonishing, Superscience and Astounding. Astounding and Superscience are not definitely aimed at action; they are to a considerable extent trended toward the mature thoughtful type of fiction. Fantasy begins to show its head also. Yet these two magazines could not compare with Astounding. Astounding was the acme of the mature type. There was no other that could be compared with it. It was consistently voted best in the field by fans. Authors, too, showed that they would prefer to appear in Astounding than anywhere else. Again, reports of its circulation seemed to indicate that it was doing very well, possibly the best in the field. Palmer, for instants, admits that it is his closest rival and Campbell seems to admit that Amazing is his closest. These two magazines are at opposite poles and can not be considered rivals. Between Astonishing and Astounding there was a gap you could drive a fleet of Mack trucks through. Between Planet Stories and Amazing Stories the field was packed thick and fast. The competition was terrific. The only place that was gaping wide for a new magazine was between Astounding and Astonishing/Superscience: a magazine trended toward the mature type of writing, trended toward adult fantasy. That is the place that I am trying to fill with my two magazines. I consider that I am competing with Astounding for mature readers. I do not expect to put Campbell out of business or even to replace his magazine. He is a better writer than I and he does know his writing. His writing staff is unbeatable. The prices he can pay for stories will beat me every time. The make-up of his magazines cannot be matched.
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SPACEWAYS 15 TRANSITION Early in September I got in touch with the publishers of a brand new outfit, Albing, whose first venture was a daring experiment the old companies had never tried. I refer to Stirring Detective & Western Stories. This was a combination type of magazine unique. Here I thought was an outfit, brand-new, starting a chain of magazines, and proving to begin with that they were capable of being original and not encumbered by the fearful traditions and taboos of the other companies. I approached them with the idea of a combination magazine to carry both science-fiction and weird-fiction together. To carry out the chain-magazine plan, I suggested the distinguishing adjective "Stirring". It would be called Stirring Science & Fantasy Stories. I found Jerry Albert, Editorial Director of Albing, receptive. I found that Albing was one outfit that was courageous enough to break every taboo in the business if it could show a way to successful paths. Albert again had the odd idea that the editor of a magazine should be an expert on it. Unlike the Standard, Fiction House, and Red Circle chains, they did not think that putting out a magazine was just a matter of tossing together readable stories and shoving it at the public. They okayed me as the man they wanted and we signed a contract. Now, I was faced with an interesting problem. The question was: what sort of magazine did I want? That is: did I want a magazine carrying action stories, bang-bang adventure, no science? Or did I want a magazine adult in appeal, with a great emphasis on characterization and such? In brief, with whom was I to compete? What place would my magazines (for they had split the monthly we had planned into two bi-monthlies, the shortened titles Stirring Science Stories and Cosmic Stories) seek to fill in the chain of the pulps? Here's how I visualized the field. AT one end there were the magazines striving for action and swift pulp-writing. At the other end those striving for mature appeal, for non-pulpish effects. Where would my new magazines find a support which had not been previously catered to? Over at one end was Amazing Stories and Fantastic Adventures. Bang-bang writing galore. Then next to it came Science Fiction, Future Fiction, Thrilling Wonder, Startling, Marvel. All these came under the heading of action. Planet Stories fitted in here, too. What was left? Astonishing, Superscience and Astounding. Astounding and Superscience are not definitely aimed at action; they are to a considerable extent trended toward the mature thoughtful type of fiction. Fantasy begins to show its head also. Yet these two magazines could not compare with Astounding. Astounding was the acme of the mature type. There was no other that could be compared with it. It was consistently voted best in the field by fans. Authors, too, showed that they would prefer to appear in Astounding than anywhere else. Again, reports of its circulation seemed to indicate that it was doing very well, possibly the best in the field. Palmer, for instants, admits that it is his closest rival and Campbell seems to admit that Amazing is his closest. These two magazines are at opposite poles and can not be considered rivals. Between Astonishing and Astounding there was a gap you could drive a fleet of Mack trucks through. Between Planet Stories and Amazing Stories the field was packed thick and fast. The competition was terrific. The only place that was gaping wide for a new magazine was between Astounding and Astonishing/Superscience: a magazine trended toward the mature type of writing, trended toward adult fantasy. That is the place that I am trying to fill with my two magazines. I consider that I am competing with Astounding for mature readers. I do not expect to put Campbell out of business or even to replace his magazine. He is a better writer than I and he does know his writing. His writing staff is unbeatable. The prices he can pay for stories will beat me every time. The make-up of his magazines cannot be matched.
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