by David Levinson

History lesson

Way back in 1956, Joseph Ferman was the owner of Mercury Publishing, which produced several magazines, including The Magazine of Fantasy and Science Fiction. He believed there was a place in the crowded SF market for a new magazine. The genre was changing; space opera was out, problem stories and stories with a narrower focus were in. The closure of Planet Stories the previous year meant no one was running SF with a hint of adventure and excitement. Joe decided to fill that gap, and a new magazine was born.

The first issue of Venture Science Fiction was dated January 1957 (which means it hit the stands in November or December of 1956). The editor was Robert P. Mills, who was the managing editor over at F&SF under Tony Boucher, with Boucher listed as the advisory editor. The cover by Ed Emshwiller went to a Poul Anderson Psychotechnic League story, Virgin Planet, later expanded to a novel of the same name. Other stories included a science fiction mystery by Isaac Asimov (The Dust of Death) and a controversial Ted Sturgeon tale (The Girl Had Guts), which allegedly made some readers physically ill.

The issue also had a note from the publisher, explaining what he hoped the magazine would be. Every story would have to be well told, and every story had to have “pace, power, and excitement.” But those things also wouldn’t take the place of character and sense.

Venture came out regularly every other month for 10 issues, but it never stood out in a crowded market. There were plenty of big-name authors, and you might recognize a story or two, but none were big stories that will be remembered as classics. This is where Asimov’s science essays ran before moving to F&SF. The magazine may be best remembered as the place that Sturgeon’s Law was first proposed in full: “Ninety percent of everything is crud,” along with its two corollaries.

The first and last covers for the first run of Venture. Art in both by Ed Emshwiller

What happened? It’s hard to say, but it has been suggested some of the content was too much for the times. There was more gore and sex than was considered acceptable, but which would fit right in today. As a result, new readers may have been put off, and old readers may have decided to go elsewhere. The chaos in the magazine market following the collapse of American News Distribution, which held a near monopoly on magazine distribution, in mid-1957 can’t have helped matters. In any case, the final issue was dated July 1958.

“Wait,” I hear our British and Australian readers say, “wasn’t there a magazine by that name in the early ’60s?” There was! The British version of Venture ran from September 1963 to December 1965. It carried reprints from the American edition of F&SF, even though that magazine also had a British version. The Australian edition was identical, just dated two months later, folding in February 1966.

Another try at the brass ring

The Fermans père et fils have decided to give Venture another try. Maybe they should have told someone. Galaxy Publishing has launched a few new magazines in the last few years, and they always made a big deal of it in their other mags several months in advance. Beyond a very small notice in last month’s F&SF, I haven’t heard a thing about it. Seems like a questionable marketing strategy.

Ed Ferman will be editing Venture as well as F&SF, but since it’s going to be quarterly, it shouldn’t be too much extra work. Along with stories, there’s a book review column by Ron Goulart. A particularly biting review column; Ron doesn’t seem to like much. Presumably, this will be a regular feature.

Another apparent recurring feature (it is, at least, listed as a “department” along with the book reviews) is the return of Ferdinand Feghoot. Feghoots, for the uninitiated, are very short – usually around half a page – stories ending in a pun. They ran in F&SF for a time, up until a few years ago, and the Traveler generally left them out of his reviews. Since puns may be the most subjective form of humor and it will be nearly impossible to cover them without giving away the joke, I will maintain this policy. Should they disappear, I will mention it. At the very least, they tend to be considerably better than the atrocious Benedict Breadfruit stories that appeared in Amazing several years ago.

Let’s take a look at this maiden issue.

This singularly unattractive cover is by Bert Tanner.

Before we get to the stories, we need to talk about this cover. At first glance, I thought this was a coffin and a bat, so I assumed it was a horror mag and moved on. It was only when I went back a second time that I realized it was what I was looking for. Cover art should grab the eye and make you want to pick it up. That’s especially true for a new magazine that’s had essentially no advertising. This does none of that. I do like the logo, though.

Hour of the Horde, by Gordon R. Dickson

One day, the sun turns red, and a spaceship the size of Rhode Island appears in orbit around the Earth. Two apparently human beings appear, claiming to be from the center of the galaxy. They bear warning of the approach of a threat which will wipe the galaxy almost clean of life. Earth will be allowed to provide one person to aid in the defense against the threat. The person they choose is graduate art student Miles Vander.

Vander is searching for the creative equivalent of “hysterical strength,” the sort of thing that allows a small woman to lift a car to rescue her trapped child. He is changed by the aliens so that he can draw on the rest of humanity for a poorly explained resource and perhaps pass it on to the Center Aliens. What he finds when he reaches the Battle Line is less than encouraging.

I have no idea what’s going on here, but it’s almost the only art in the issue. Art by Bert Tanner

If I’d been handed this without a byline, I’d have said it was by Dickson once I got to the military stuff, so if you’re familiar with his work, you should have some idea what you’ll think of this. Much as in the recent Wolfling, the story goes on too long after the climax in order for Dickson to wax philosophic for a while. Otherwise, it was pretty good.

According to my sources, this “complete novel” has actually been condensed. It hasn’t suffered too much from the Reader’s Digest treatment. A few things might make a bit more sense, but they’re not really necessary to enjoy the story.

Three stars.

July 24, 1970, by K.M. O’Donnell

It’s no secret that K.M. O’Donnell is Barry Malzberg, who was briefly the editor of Amazing and Fantastic. This story was probably inspired by his time there. It’s in the form of a letter from an editor to a writer, gently trying to dissuade the author from submitting the story without rejecting it outright. It’s nothing we haven’t seen before, which the story actually calls attention to, and doesn’t break any new ground, but it’s told pretty well.

Three stars.

The New Science, by Don Thompson

Four grad students attempt to use the university computer to tease out the valid aspects of witchcraft, in the same way that alchemy led to chemistry. There are unintended consequences. Like the previous story, there’s nothing new here, but it’s told reasonably well.

Three stars.

Troubling of a Star, by Bryce Walton

After searching 10,000 worlds without finding a trace of life, an expedition plans to go home. The captain is reluctant, but has little choice. With the rest of the crew already in suspended animation, he makes a discovery.

This story is far too long and is overwrought. I have no idea what the author wanted to say, and much of it doesn’t make sense.

Two stars.

The Topic for the Evening, by Daphne Castell

A married couple discuss local events and some of the women in town. The husband oversteps his bounds.

Yet another tale covering well-trod ground, but told well enough. I liked this better, though, when it was Gladys’s Gregory or Conjure Wife.

A low three stars.

Nine P.M., Pacific Daylight Time, by Ronald S. Bonn

Maybe the reason no time traveler has ever appeared is that no one has built a receiver. A “Mad Scientist” has now done so and invites a prominent science writer to be there when he powers it up. He may not have thought this through all the way.

Old ground again, but quite well told.

A high three stars.

Hold Your Fire!, by Larry Eisenberg

Eisenberg came up with brilliant and obnoxious chemist Emmett Duckworth back in 1967 and probably should have left him there. But with a story both here and in Galaxy this month, it looks like we’re in for more not very funny stories. In this one, Duckworth is annoyed by the sounds of a rifle competition on campus.

Two stars.

Summing up

Is there room for another SF magazine in the current market? Maybe, though the failure of Worlds of Tomorrow and the intermittent at best appearances of International Science Fiction and Worlds of Fantasy argue against it. If Venture is going to be successful in its second incarnation, it’s going to need a couple of things.

The first is promotion. An easily missed, three line announcement in F&SF isn’t going to cut it. The three magazines I mentioned in the previous paragraph were all heavily promoted in IF and Galaxy in both editorials and half-page ads for several months before they hit the newsstands. Another aspect of promotion is an eye-catching cover. The art on this issue is terrible. As I said, I was looking for this magazine and almost missed it. F&SF doesn’t have interior illustrations, but the covers are usually quite good.

The other important aspect is standing out. Especially for a quarterly, you need people talking about your magazine. Running a (condensed) novel might work if it’s really good. Hour of the Horde is decent, but it’s not going to generate word of mouth. A really outstanding story (or a really controversial one) would also work. The retreads in this issue, no matter how well-told, don’t cut the mustard.

We’ll see how things look this summer when the next issue is due.

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