By various, edited by Victor Gorelick & Craig Yoe (Archie Books)
ISBN: 978-1-936975-79-2
Win’s Christmas Gift Recommendation: A perfect celebration of the magic of comicbooks… 10/10
For most of us, comics mean buff men and women in capes and tights hitting each other, lobbing trees about, or stark, nihilistic genre thrillers aimed at an extremely mature and sophisticated readership of confirmed fans – and indeed that has been the prolific norm for nearly twenty years.
However, over the decades since comicbooks were invented in 1933, other forms of sequential illustrated fiction genres have held their own. One that has maintained a unique position over the years – although almost now completely transferred to television – is the teen-comedy genre begun by and synonymous with a carrot topped, homely (at first just plain ugly) kid named Archie Andrews.
MLJ were a small outfit which jumped wholeheartedly onto the superhero bandwagon following the debut of Superman. In November 1939 they launched Blue Ribbon Comics, promptly following with Top-Notch and Pep Comics. The content was the accepted blend of costumed heroes, two-fisted adventure strips and one-off gags. Pep made history with its lead feature The Shield – the industry’s first superhero clad in the American flag – but generally MLJ were followers not innovators.
That all changed at the end of 1941. Even while profiting from the Fights ‘N’ Tights phalanx, Maurice Coyne, Louis Silberkleit and John Goldwater (hence MLJ) spotted a gap in their blossoming market and in December the action strips were joined by a wholesome, ordinary hero; an “average teen†who had invitingly human-scaled adventures that might happen to the readers, but with the laughs, good times, romance and slapstick heavily emphasised.
Pep Comics #22 introduced a gap-toothed, freckle-faced, red-headed goof showing off to the pretty blonde next door. Taking his lead from the popular Andy Hardy movies starring Mickey Rooney, Goldwater developed the concept of a youthful everyman, tasking writer Vic Bloom & artist Bob Montana with the job of making it work.
So effective and all-pervasive was the impact and comforting message the new kid offered to the boys “over there†and those left behind on the Home Front that Archie Andrews and the wholesome image of familiar, beloved, secure Americana he and the Riverdale gang represented, one could consider them the greatest and most effective Patriotic/Propaganda weapon in comics history…
It all started with an innocuous 6-page tale entitled ‘Archie’ which introduced the future star and pretty girl-next-door Betty Cooper. Archie’s unconventional best friend and confidante Forsythe P. “Jughead†Jones also debuted in that first story as did the small-town utopia they lived in.
The premise was an instant hit and in 1942 the feature graduated to its own title. Archie Comics #1 was the company’s first non-anthology magazine and began an inexorable transformation of the entire company. With the introduction of rich, raven-haired Veronica Lodge, all the pieces were in play for the industry’s second Phenomenon (Superman being the first).
By May 1946 the kids had taken over and, retiring its heroic characters years before the end of the Golden Age, MLJ renamed itself Archie Comics, becoming to all intents and purposes a publisher of family comedies. This overwhelming success, like the Man of Tomorrow’s, forced a change in the content of every other publisher’s titles and led to a multi-media industry including a newspaper strip, TV, movies, pop-songs and even a chain of restaurants.
Intermittently the costumed cut-ups have returned on occasion but Archie Comics now seems content to specialise in what they do uniquely best.
The eponymous high-schooler is a good-hearted lad lacking common sense and Betty – pretty, sensible, devoted girl next door, with all that entails – loves the ridiculous redhead. Ronnie is spoiled, exotic and glamorous and only settles for our boy if there’s nobody better around. She might actually love him too, though. Archie, of course, can’t decide who or what he wants…
This never-tawdry eternal triangle has been the basis of seventy years of charmingly raucous, gently preposterous, frenetic, chiding and even heart-rending comedy encompassing everything from surreal wit to frantic slapstick, as the kids and an increasing cast of friends grew into an American institution.
Adapting seamlessly to every trend and fad, perfectly in tone with and mirroring the growth of teen culture, the host of writers and artists who’ve crafted the stories over the decades have made the archetypal characters of Riverdale a benchmark for youth and a visual barometer of growing up American.
Archie’s unconventional best friend Jughead is Mercutio to Archie’s Romeo, providing rationality and a reader’s voice, as well as being a powerful catalyst of events in his own right. There’s even a likeably reprehensible Tybalt figure in the crafty form of Reggie Mantle – who first popped up to cause mischief in Jackpot Comics #5 (Spring 1942).
This beguiling triangle (plus annexe and outhouse) has been the rock-solid foundation for decades of comics magic. …And the concept is eternally self-renewing…
Archie has thrived by constantly reinventing its core characters, seamlessly adapting to the changing world outside the bright, flimsy pages, shamelessly co-opting youth, pop culture and fashion trends into its infallible mix of slapstick and young romance.
Each and every social revolution has been painlessly assimilated into the mix with the editors tastefully confronting a number of social issues affecting the young in a manner both even-handed and tasteful over the years.
The cast is always growing and the constant addition of new characters such as African-American Chuck – an aspiring cartoonist – his girlfriend Nancy, fashion-diva Ginger, Hispanic couple Frankie & Maria and a host of others like spoiled home-wrecker-in-waiting Cheryl Blossom all contribute to a wide and refreshingly broad-minded scenario. In 2010 Archie even jumped the final social repressive hurdle when Kevin Keller, an openly gay young man and clear-headed advocate, joined the cast, capably tackling and dismantling the last major taboo in mainstream comics.
A major component of the company’s success has been the superbly enticing artwork and especially the unmistakable impact afforded via the assorted titles’ captivating covers. This spectacular compilation (a companion to 2010s Betty & Veronica collection) traces the history and evolution of the wholesome phenomenon through many incredible examples from every decade. Augmented by scads of original art, fine art and commercial recreations, printer’s proofs and a host of other rare examples and graphic surprises no fan of the medium could possibly resist, this huge hardback (312 x 235mm) re-presents hundreds of funny, charming, gloriously intriguing and occasionally controversial images plus background and biographies on the many talented artists responsible for creating them.
Moreover, also included are many original artworks – gleaned from the private collections of fans – scripts, sketches, gag-roughs, production ephemera from the art-to-finished-cover process, plus an extensive, educational introductory commentary section stuffed with fascinating reminiscences and behind-the-scenes anecdotes.
The picture parade begins with some thoughts from the brains behind the fun as ‘It’s a Gift’ by current Publisher/Co-CEO Jon Goldwater, ‘You Can Judge a Book by its Cover!’ – Editor-in-Chief/Co-President Victor Gorelick – and ‘On the Covers’ from cartoonist and Comics Historian Craig Yoe take us to the 1940s where ‘In the Beginning…’ details the story of Archie with relevant covers and the first of a recurring feature highlighting how later generations of artists have recycled and reinterpreted classic designs.
‘A Matchless Cover’ leads into the first Artist Profile – ‘Bob Montana’ – and a wealth of cracking Golden Age images in ‘Who’s on First!’ before chapters on specific themes and motifs commence with a celebration of beach scenes with ‘In the Swim’ after which artist ‘Bill Vigoda’ steps out from behind his easel and into the spotlight.
‘Déjà Vu All Over Again’ further explores the recapitulation of certain cover ideas before ‘Rock ‘n’ Roll!’ examines decades of pop music and “guest†stars such as the Beatles, whilst ‘Archie’s Mechanically Inclined’ examines a short-lived dalliance with an early form of home DIY magazines. The life of veteran illustrator ‘Al Fagaly’ leads into a selection of ‘Fan Faves’ ancient and modern and the biography of ‘Harry Sahle’ then segues neatly into a selection of cheerleading covers in ‘Let’s Hear It for The Boy!’
It wasn’t long after the birth of modern pop music that the Riverdale gang formed their own band and ‘Ladies and Gentlemen, The Archies!’ focuses on those ever-evolving musical prodigies with scenes from the Swinging Sixties to the turbulent Rap-ridden 21st century after which the history of artist ‘Joe Edwards’ leads into a barrage of smoochy snogging scenes in ‘XOXOXO!’
Always a keen follower of fads and fashions the Archie crowd embraced many popular trends and ‘Monster Bash!’ concentrates on kids’ love of horror and recurring periods of supernatural thrills after which a bio of ‘Dan Parent’ leads unerringly to more ‘Celebrity Spotting!’ with covers featuring the likes of George (Sulu) Takei, Michael Jackson, Simon Cowell, J-Lo, Kiss, the casts of Glee and Twilight, and even President Barack Obama all eagerly appearing amongst so very many others.
‘Art for Archie’s Sake’ dwells on the myriad expressions of junior painting and sculpture and, after the life story of the sublimely gifted ‘Harry Lucey’, ‘The Time Archie was Pinked Out!’ details the thinking behind the signature logo colour schemes used during the company’s pre-computer days.
‘Life with Archie’s a Beach!’ takes another look at the rise of teenage sand and surf culture through the medium of beautifully rendered, scantily clad girls, whilst after the lowdown on writer/artist ‘Fernando Ruiz’, ‘Dance! Dance! Dance!’ follows those crazy kids from Jitterbug to Frug, Twisting through Disco and ever onwards…
‘The Happiest of Holidays’ highlights the horde of magical Christmas covers Archie, Betty and Ronnie have starred on whilst ‘Rhyme Time’ reveals the odd tradition of poetry spouting sessions that have been used to get fans interested and keep them amused.
A history of the inimitable ‘Samm Schwartz’ precedes a look at classroom moments in ‘Readin’ Writin’ an’ Archie’ – with a separate section on organised games entitled ‘Good Sports!’ – after which the life of legendary artist ‘Dan DeCarlo’ neatly leads to another selection of fad-based fun as ‘That’s Just Super!’ recalls the Sixties costumed hero craze as well as a few other forays into Fights ‘n’ Tights fantasy…
‘Let’s Get this Party Started’ features covers with strips rather than single images and is followed by a biography of ‘Bob Bolling’ before ‘A Little Goes a Long Way!’ concentrates on the assorted iterations of pre-teen Little Archie comics. This is then capped by the eye-popping enigma of teen taste as visualised in the many outfits du jour revealing ‘A Passion for Fashion’…
‘Come as You Aren’t!’ is devoted to the theme of fancy dress parties after which the modern appetite for variant covers is celebrated in ‘Alternate Realities’ (with stunning examples from Fiona Staples, Tim Seeley and Walter Simonson amongst others) all wrapped up by the gen on artistic mainstay ‘Bob White’.
The entire kit and caboodle then happily concludes with an assortment of surreal, mindblowing covers that defy categorisation or explanation in ‘And Now, For Something Completely Different’, proving that comics are still the only true home of untrammelled imagination: featuring scenes that literally have to be seen to be believed…
Mesmerising, breathtaking graphic wonderment, fun-fuelled family entertainment and enticing pop art masterpieces; these unforgettable cartoon confections truly express the joyous spirit of intoxicating youthful vitality which changed the comic industry forever and comprise an essential example of artistic excellence no lover of narrative art should miss.
Spanning the entire history of American comicbooks and featuring vintage images, landmark material and up-to-the-minute modern masterpieces, this is a terrific tome for anybody interested in the history of comics, eternally evergreen light laughs and the acceptable happy face of the American Dream.
™ & © 2013 Archie Comics Publications, Inc. All rights reserved.
