The early 1950s saw dramatic changes in the world of U.S. science fiction (sf) publishing. At the start of 1949, all but one of the major magazines in the field were in pulp format; by the end of 1955, almost all had either ceased publication or switched to digest format.[1] Despite the rapid decline of the pulp market, several new science fiction magazines were launched in pulp format during these years.[2] In 1950, Avon Publications experimented with a format that included several pages of comics, trying new pulp magazines in three genres: romance, westerns, and science fiction. The sf pulp, titled Out of This World Adventures, lasted for two issues; the others for only one.[3]
Despite these failures, Joseph Meyers, Avon's owner, decided to try another pulp magazine the following year when his printer, J.W. Clements offered Meyers a low price for printing a pulp magazine. Donald A. Wollheim, Avon's executive editor, titled the new magazine 10 Story Fantasy, although it actually contained thirteen stories. The layout bore a strong resemblance to that of Out of This World Adventures: both magazines had unusually elaborate artwork for the table of contents, and in both magazines the first letter of each story was decorated with black and white art. As in Out of This World Adventures, the interior art was mostly supplied by William McWilliam and "Martin", both of whom worked in Avon's comics department.
The early 1950s saw dramatic changes in the world of U.S. science fiction (sf) publishing. At the start of 1949, all but one of the major magazines in the field were in pulp format; by the end of 1955, almost all had either ceased publication or switched to digest format.[1] Despite the rapid decline of the pulp market, several new science fiction magazines were launched in pulp format during these years.[2] In 1950, Avon Publications experimented with a format that included several pages of comics, trying new pulp magazines in three genres: romance, westerns, and science fiction. The sf pulp, titled Out of This World Adventures, lasted for two issues; the others for only one.[3]
Despite these failures, Joseph Meyers, Avon's owner, decided to try another pulp magazine the following year when his printer, J.W. Clements offered Meyers a low price for printing a pulp magazine. Donald A. Wollheim, Avon's executive editor, titled the new magazine 10 Story Fantasy, although it actually contained thirteen stories. The layout bore a strong resemblance to that of Out of This World Adventures: both magazines had unusually elaborate artwork for the table of contents, and in both magazines the first letter of each story was decorated with black and white art. As in Out of This World Adventures, the interior art was mostly supplied by William McWilliam and "Martin", both of whom worked in Avon's comics department.
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