By Malcolm Wheeler-Nicholson, Charles Flanders, Lloyd Jacquet, Dick Loederer, Adolphe Barreaux, Adolph Shusterman, Joe Archibald, Lyman Anderson, Sheldon Hubert Stark, Lawrence Lariar, Henry Carl Kiefer, Bert Salg/Bertram Nelson, Clem Gretta, Ken Fitch, Jack A. Warren, Bob Weinstein, Tom Cooper, Tom McNamara, John Lindermayer & various (DC Comics)
ISBN: 978-1-7795-0119-6 (HB/Digital edition)
This book includes Discriminatory Content produced in less enlightened times.
Times of hardship and sustained crisis often trigger moments of inspiration and innovation. That’s no panacea for all the hardship that correspondingly accrues but every silver lining brings a crumb of comfort, no? Perhaps we’ll see more clearly in four years’ time…
In 1933, at the height of the Great Depression, print salesman Max “MC” Gaines and editor Harry I. Wildenberg devised promotional premiums for stores to give away: cheaply made small booklets that reprinted some of the era’s hugely popular newspaper strips. By adding a price sticker these freebies were transformed into a mass market fixture as seen in 1934’s newsstand retail release Famous Funnies.
Monumental corporate megalith DC Comics began as National Allied Publications in 1935, another speculative venture conceived by controversial soldier-turned writer Major Malcolm Wheeler-Nicholson. He had been writing military non-fiction and pulp adventure stories when he met Gaines and, fired up, took a shot that the new print vehicle had legs. Backing the belief invention with a shoestring venture, he set about mass-producing the print novelty dubbed comic books.
Wheeler-Nicholson’s bold plan was to sidestep large leasing fees charged for established newspaper strip reprints by filling his books with new material. Moreover, with popular strips in limited supply and/or already optioned, his solution to create new characters in all new stories for an entertainment-hungry readership must have seemed a no-brainer.
Cover-dated February 1935, and looking remarkably like any weekly comic anthology ever since, New Fun: The Big Comic Magazine #1 blended humour with action, intrigue and suspense, combining serialized adventure strips with prose fiction, and features. Tabloid sized, and largely scripted by “The Major”, it was edited by Lloyd Jacquet (who would later helm many of DC’s rapidly proliferating imitators and rivals) with pages filled by untried creators and lesser established cartoonist lights. Issue #6 launched the careers of Jerry Siegel & Joe Shuster with adventurer Henri Duval and supernatural troubleshooter Doctor Occult. Hopefully we closet comics historians will see those collected for the curious one day….
Despite initially tepid sales, the Major persevered, launching New Comics as 1935 closed. The anthology was renamed New Adventure Comics, before settling on Adventure Comics with #32 in 1938. The company was struggling when Wheeler-Nicholson’s main creditors -printer Harry Donenfeld and accountant Jack L. Liebowitz – moved in, taking more active roles in the running of the enterprise. Within two years the commercially unseasoned Wheeler-Nicholson had been forced out by his more adept business partners, just as Wheeler-Nicholson’s final inspiration neared its debut. Detective Comics was a themed anthology of crime thrillers, and when it launched (cover-dated March 1937) it was the hit the company needed. Its success signalled closure of National Allied and birth of Detective Comics Incorporated. Eventually his company grew into monolithic DC (Detective Comics, get it?) Comics. Surviving a myriad of changes and temporary shifts of identity and aims, it’s still with us – albeit primarily as a vehicle for the breakthrough character who debuted in #27 (May 1939). The Major was retained until 1938. Donenfeld and Liebowitz’s acumen ensured the viability of comic books and their editor Vin Sullivan inadvertently changed the direction of history when he commissioned something entirely new and unconventional by Seigel & Shuster for upcoming release Action Comics #1…
Supplemented by a wealth of ancillary articles and essays, the spark of this particular publishing revolutions is re-presented in full facsimile mode after introductory essay ‘The Start of Something Big’ by the legendary Dr Jerry G. Bails, fully supported by ‘A Second Introduction – This One by Roy Thomas’ and a reproduction of a rare insert letter from Lloyd Jaquet that came with some of the earliest copies printed…
Looking remarkably similar in format to any British weekly anthology from the 1930s to the 1970s, the comic had its first feature playing across the cover as Lyman Anderson depicted cowboy Jack Woods imperilled by a rascally bushwhacker.
Edited by Lloyd Jaquet, the inner front cover declaimed ‘New Fun Hello Everybody: Here’s the New Magazine You’ve Been Waiting For!’ before Malcolm Wheeler-Nicholson & Charles Flanders debuted ‘Sandra of the Secret Service’; an elegant socialite in over her head…
The first six single page strips all came with an inbuilt star attraction. As Oswald the Lucky Rabbit an animated lepine tyke had hit cinema screens in 1927, courtesy of bright young men Walt Disney & Ub Iwerks. A year later the creators had been kicked out by Universal Pictures and got revenge by inventing Mickey Mouse. Oswald soldiered on under lesser hands until 1938 and enjoyed a strip of his own. Each 3-panel Oswald The Rabbit “topper” ran under New Fun’s new stuff, forming a sequence about ice skating and probably crafted by Al Stahl, John Lindermayer & Sheldon Hubert Stark.
Teen dating dilemmas plagued ‘Jigger and Ginger’ by Adolph “Schus” Shusterman and PI ‘Barry O’Neill’ (by Lawrence Lariar) faced Tong-&-Triad terrors before Adolphe Barreaux exposed Bobby & Binks to ‘The Magic Crystal of History’ and dumped the inquisitive kids in “4000 BC”, even as deKerosett (Henry Carl Kiefer) blended aviation and Foreign Legion licks in ‘Wing Brady – Soldier of Fortune’.
Oswald bowed out underneath the first instalment of ‘Ivanhoe by Sir Walter Scott’ courtesy of Wheeler-Nicholson & Flanders before Bert (Salg aka Bertram Nelson) enjoyed some judicial japery with ‘Judge Perkins’ before big sky sci fi kicked off in the Flash Gordon manner thanks to ‘Don Drake on the Planet Saro’ “presented” by Clem Gretta (Joseph Clemens Gretter & Ken Fitch) prior to Jack A. Warren introducing comedy cowpuncher ‘Loco Luke in “Nope He Didn’t Get His Man”’ and Wheeler-Nicholson & Flanders – as “Roger Furlong” – switch to illuminated prose to probe the mystery of ‘Spook Ranch’. It goes without saying, I hope, that many of these groundbreaking yarns are initial chapters of serials so don’t get too invested in what going on…
Joe Archibald taps into the varsity sports scene with comedic basketball titan ‘Scrub Hardy’ whereas Lyman Anderson plays deadly serious with the other, lesser kind of football in ‘Jack Andrews All-American Boy’ prior to the opening of a section of ads and features. Sandy beach-based bodybuilding revelations precede a prose vignette on ‘Bathysphere – A Martian Dream’ and segue into Joe Archibald’s ‘Sports’ review, a heads-up of what’s ‘On the Radio’ and ‘In the Movies’ whilst the secrets of ‘Model Aircraft’ and ‘Aviation’ lead to ‘How to Build a Model of Hendrik Hudson’s “Half Moon”’ …
Comic treats are topped up with Bob Weinstein’s maritime drama ‘Cap’n Erik’ and Tom Cooper taps into frontier history with ‘Buckskin Jim the Trail Blazer’ prior to learning and hobby craft taking over again with ‘Popular Science’, ‘Stamps and Coins’, and something for the little ladies…‘Young Homemakers’.
Tom McNamara heralds another bunch of comics with kiddie caper ‘After School’ and anonymous ‘Cavemen Capers’ take us to Barreaux’s ‘Fun Films 1st Episode: Tad Among the Pirates’ a faux cinema tale inviting readers to grab scissors and make their own stories, before New Fun’s art director Dick Loederer joins the fun with elfin romp ‘Bubby and Beevil’ and provides an untitled bottom strip to literally support a stylish penguin fantasy ‘Pelion and Ossa’ by John Lindermayer. Closing the interior amazement is another “Clem Gretta” wonder – ‘2023 Super-Police’ – leaving ads ‘New easy way to learn aviation’ and a full colour enticement for the ‘Tom Mix’ Ralston Zyp Gun (you absolutely WILL shoot your eye out!) to close the beginning of it all…
Fully supported by detailed biography ‘The Major Who Made Comics’ by granddaughter Nicky Wheeler-Nicholson and comprehensive listing ‘New Fun #1 – the Contributors’ plus reprint series overview ‘A Tabloid Tradition Continued’ and even more memorabilia bits, this is a historical artefact no serious comics fan should be without.
Famous First Edition: New Fun #1, C-63 Compilation and all new material © 2020 DC Comics. © 1935 DC Comics. All Rights Reserved. Biographical Essays © 2019 Nicky Wheeler-Nicholson.