So You're Going to Publish a Fan Mag!
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| Title: | So You're Going to Publish a Fan Mag! |
| Creator: | Charles Hornig |
| Date(s): | July 1938 |
| Medium: | |
| Fandom: | Science Fiction |
| Topic: | Fanzine editing |
| External Links: | Hosted online. Imagination! #10 pg 12. |
| Click here for related articles on Fanlore. | |
So You're Going to Publish a Fan Mag! was a 1938 article written by Charles Hornig. At just 17, Hornig had been recruited off the strength of his own fanzine The Fantasy Fan to serve as the editor for Hugo Gernsback's Wonder Stories. He served as a guest editor for issue ten of Imagination!, since he was visting the Los Angeles Science Fiction League at the time.
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DURING the past few years, a great many science-fiction fan publications have come to my attention. As publisher of one of the very first, THE FANTASY FAN (a sixteen page printed magazette), I feel qualified to outline a few of the major difficulties in getting ou an affair of this kind--for the benefit of amateur and would-be publishers. Addressing them directly, I say.....DON'T expect a large circulation. Even if your effort is one of the best of all time, remember that the science-fiction field has a very limited clientele, and the fan field, with all its potentials, comprises a very limited number of the readers of science-fiction.
THE majority of people who read science-fiction newsstand magazines are only occasional perusers, have no interest in science-fiction as a movement, and wouldn't give a dime for all the fan magazines of the past, present and future, regardless of how good they are.
IT is perhaps an exaggeration to say that there are a full thousand persons in the United States who coudl ever be persuaded to purchase even one science-fiction fan magazine regularly. Any publisher of such a project who, after two years of turning out a high quality paper reaches the circulation of two hundred, is doing remarkably well. A circulation of three hundred for any single publication (as an average figure) would exceed even that of the best printed affairs of earlier years, when there was no real competition.
REMEMBER, publishers, that the very large numbre of such publications now circulating add to the difficulties of building up a circulation for your own effort.
OCCASIONALLY, a newsstand magazine may give your publication a kindly mention--but even when your name and address appears, do not expect any miracles in the matter of results. Rarely will a science-fiction magazine accept even a small advertisement of a fan mag, but even the best of ads or notices will rarely bring in more than ten subscriptions.
THE purpose of this statement is not to discourage amateur publishers, but to give them an idea of the limitations of the field, so that they will not wake up some morning astonished that the mails are not filled with subscriptions.
FOR the maximum of success, try to secure articles from persons who know science-fiction. At least, see that your reading matter is interesting and informative. Well-written biographies of authors and stories of their struggles in making sales--their unusual incidents with editors and fans--always make good reading.
DON'T just ramble on about what you think, except perhaps in occasional editorials. Above all, avoid reminiscing about the "days of old," unless you can tell the reader something he does not know.
TO have your paper receive proper attention, try to make it easily readable--if it is mimeographed, have each impression clear and distinct. Remember: to strain the eyes of a reader is to strain his patience. Even a good article will receive poor attention if slopily presented.
ONE of the most important of all things is to remain faithful to your subscribers. Don't raise their hopes by telling them of the wonderful things you will give them if you can't give facts. Publish at regular dates, and refund money when you find it impossible to continue publication. Never let your subscribers think that you are [ripping them off].
DON'T expect too much, plan to find appreciation among a select group of first rate fans (and not the mass of science-fiction readers), work conscienciously to make your mag the best, and you'll have a lot of fun. Any financial loss will pay for itself in experience gained.
AND, oh yes! If you run low on articles, DON'T try your hand at politics, religion, or other partisan subjects. Don't take sides in any argument (editorially). Don't offend your readers, and you will be rewarded by a growing list of subscribers who are your friends.
Responses
'So You’re Going to Publish a Fanmag' so-so. I am not.J. C. Lark [?] : Letter printed in Imagination! #11, pg. 17. Aug. 1938.
Hornig's article is quite good, although I disagree with the final paragraph. Commercialization on a large scale has scarred, and changed him; science-fiction, of all places, should be one field where no one is afraid or ashamed to discuss anything in their magazines.Robert A. W. Lowndes: Letter printed in Imagination! #11, pp 18-19. Aug. 1938.
The following were all good: ...'So You're going to publish a Fan Mag (Rather dull,but something has to be serious)Marisue Clanton: Letter printed in Imagination! #11, pg. 20. Aug. 1938.