Ronald S. Bonn Archives - Galactic Journey

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.