Today in pulp I look back at the Evergreen Review, the countercultural literature magazine of New York's Grove Press...
Grove Press was founded in 1947 in Greenwich Village, #NewYork. In 1951 new owner Barney Rosset set about turning Grove into America's leading avant-garde publisher.
Grove Press was ferocious in fighting censorship battles, and Grove editions of Lady Chatterley's Lover, Tropic Of Cancer and Naked Lunch all ended up in court as the publisher faced off against censorious state authority.
Barney founded the Evergreen Review in 1957, along with editor Donald Allen. It began by introducing contemporary European writers to a US audience...
...but by Issue 2 it was already showcasing the Beats, publishing Kerouac and Ginsberg well before they had risen to national prominence.
Evergreen encouraged readers to "Join the Underground" by subscribing to the review. It promised a window on subversive America for only a dollar.
By 1964 Grove had cemented its reputation as the publisher of the emerging counterculture. Keen to capitalise on this Grove changed the format of the Evergreen Review to a monthly glossy, and commissioned audience research to increase sales.
It turned out the average reader was college educated, well off, middle aged, male and white. Evergreen began to target them with more and more sex, earning it the nickname "The Playboy of the Counterculture."
As well as sex, Evergreen began to feature more political material throughout the 1960s: socialist revolution, black power, anti-war and gay lib.
By the late 1960s Evergreen was on a mission to diversify, and eager to tap the spending power of its growing audience. Book clubs and movies were introduced, along with a widespread marketing campaign to promote the 'radical' brand.
Was Evergreen selling out? Well by 1967 Grove Publishing had gone public with an IPO, and it had finally moved into a firm financial footing after years of expensive censorship court cases. Publishing is a business after all...
And even though Evergreen was now a slick magazine, the counterculture was itself becoming a commodity by the late 1960s...
The original Evergreen Review ceased publishing in 1973, though it did return online and in print in the late 1990s.
Radical magazines may well have had their day, but Evergreen was certainly one of the most influential. It was very much of its time, but what an interesting time it was!

More stories another day...

• • •

Missing some Tweet in this thread? You can try to force a refresh
 

Keep Current with Pulp Librarian

Pulp Librarian Profile picture

Stay in touch and get notified when new unrolls are available from this author!

Read all threads

This Thread may be Removed Anytime!

PDF

Twitter may remove this content at anytime! Save it as PDF for later use!

Try unrolling a thread yourself!

how to unroll video
  1. Follow @ThreadReaderApp to mention us!

  2. From a Twitter thread mention us with a keyword "unroll"
@threadreaderapp unroll

Practice here first or read more on our help page!

More from @PulpLibrarian

Dec 2, 2018
It is the greatest frog-worshiping zombie biker occult horror film ever made. Possibly the only one. It's certainly like no over movie you've ever seen.

Today in pulp, I look back at the 1971 classic Psychomania...
By the early 1970s British horror films were trying to get 'with it' to attract a younger audience. So it wasn't surprising that in 1971 screenwriter Arnaud d'Usseau tried to create a biker horror movie.
d'Usseau had previously written Horror Express, an Anglo-Spanish sci-fi/horror movie loosely based on John W. Campbell's novella Who Goes There. Christopher Lee, Peter Cushing and Telly Savalas did their best with the material.
Read 18 tweets
Oct 9, 2018
"The gun is good! The Penis is evil!" bellows a huge stone head floating over the Irish countryside. It's quite a strange start to any movie, but it's about to get even stranger...

This is the story of John Boorman's classic 1974 film Zardoz.
In 1970 director John Boorman began work on a Lord Of The Rings film for United Artists. It would be an unusual adaption; The Beatles would be the Hobbits and Kabuki theatre would open the movie . Alas the studio said 'No', but the idea of a fantasy film stuck with Boorman...
So in 1972, following the commercial success of Deliverance, John Boorman started work on Zardoz - a fantasy film into which he would cram many unorthodox ideas. Initially Burt Reynolds was to play the lead role of Zed, but pulled out citing other filming commitments.
Read 13 tweets
Oct 8, 2018
As it's #LibrariesWeek let's look back at Britain's favourite library book*: the 1977 Usborne Guide to the Supernatural World!

(*according to my readers)
Supernatural World was an anthology of three existing Usborne pocketbooks: Vampires, Mysterious Powers and Ghosts. As an Usborne hardback it was deemed perfect for the nation's libraries.
Usborne had previously fascinated and frightened readers with its 1977 World Of The Unknown series: a terrifying triptych of ghosts, monsters and UFOs. Supernatural World would continue in the same vein.
Read 12 tweets
Oct 7, 2018
It was a university course for the price of a packet of cigarettes: Pelican Books! Maybe the blend wasn't to everyone's taste, but there's no denying the addictive nature of the range.

Today in pulp I look back at the autodidact's bible...
In 1937, two years after Allen Lane founded Penguin books, the company decided on a new imprint to provide academic and intellectual non-fiction for the general public. Lane believed there was a market for “intelligent books at a low price” which he was determined to serve
Over its lifetime Pelican sold a quarter of a billion books covering almost 3,000 subjects. Lane apparently came up with the Pelican name when he overheard a woman at King’s Cross railway station mistakenly asking for a Pelican book instead of a Penguin one.
Read 14 tweets
Oct 7, 2018
📩PULP POSTBAG TIME!📩

And today's letter is home computer related...
Mr Derrick Wibley from Penge writes: "Dear PL, I recently invested in a 48k ZX Spectrum to help run my stationery business 'Penge Pens'. However I'm worried it's not powerful enough to meet the needs of my ambitious business expansion programme. What should I do?"
Well Mr Wibley fear not! The ZX Spectrum is a fully-scaleable integrated solution to your business needs - provided you buy the right peripherals!
Read 13 tweets
Oct 6, 2018
The Time Machine, Brave New World, 1984: these weren’t the first dystopian novels. There's an interesting history of Victorian and Edwardian literature looking at the impact of modernity on humans and finding it worrying.

Today in pulp I look at some early dystopian books…
Paris in the Twentieth Century, written in 1863, was the second novel penned by Jules Verne. However his publisher Pierre-Jules Hetzel rejected it as too gloomy. The manuscript was only discovered in 1994 when Verne’s grandson hired a locksmith to break into an old family safe.
The novel, set in 1961, warns of the dangers of a utilitarian culture. Paris has street lights, motor cars and the electric chair but no artists or writers any more. Instead industry and commerce dominate and citizens see themselves as cogs in a great economic machine.
Read 26 tweets

Did Thread Reader help you today?

Support us! We are indie developers!


This site is made by just two indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3/month or $30/year) and get exclusive features!

Become Premium

Don't want to be a Premium member but still want to support us?

Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal

Or Donate anonymously using crypto!

Ethereum

0xfe58350B80634f60Fa6Dc149a72b4DFbc17D341E copy

Bitcoin

3ATGMxNzCUFzxpMCHL5sWSt4DVtS8UqXpi copy

Thank you for your support!

Follow Us on Twitter!

:(