Vintage Pulp Jan 16 2020
ZEST INTENTIONS
It was a different flavor of men's magazine.


Zest magazine, with its bold graphics and cover portraits, looks like a classic mid-century tabloid, but its banner tells you it's really a men's magazine. It lives up to its billing in this issue from January 1956—issue number one, actually—with short stories from Michael Avallone and H.P. Lovecraft, real life adventure tales, scare stories (“Is Your Daughter a Sex-Film Star?), glamour photography, and humor.
 
The Lovecraft tale, “Rats in the Walls,” is called “the greatest horror story ever written.” We wouldn't go that far, but it's freaktacular, like everything Lovecraft wrote. It had originally been published in Weird Tales in 1924, and we imagine that its bizarro mutant/cannibalism themes were pretty shocking back then. The Avallone story, “The Glass Eye,” is novella length. He had already published three novels and was building a reputation as a reliable author of thrillers, which makes his inclusion a nice coup for a new magazine.
 
The photography in Zest is just as impressive as the fiction. Readers get to see rare shots of major celebs such as Sophia Loren, Sabrina, and Delores del Rio. All in all Zest was a high budget effort, but it lasted only two issues. Why did it fold? No idea on that. Competition in the market was plenty stiff at the time. On the other hand, maybe two issues are all that were planned. We're thrilled to show you one of them, comprising thirty-plus scans below for your Thursday enjoyment.

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History Rewind
The headlines that mattered yesteryear.
October 24
1929—Stock Market Crashes
Black Thursday, a catastrophic crash on the New York Stock Exchange, occurs when the value of stocks suddenly declines and continues to decline for a month. The event leads to a subsequent crash in world stock prices and precipitates the Great Depression. This after famous economist Irving Fisher had declared that stock prices had reached a permanently high plateau.
October 23
1935—Four Gangsters Gunned Down in New Jersey
In Newark, New Jersey, the organized crime figures Dutch Schultz, Abe Landau, Otto Berman, and Bernard "Lulu" Rosencrantz are fatally shot at the Palace Chophouse restaurant. Schultz, who was the target, lingers in the hospital for about a day before dying. The killings are committed by a group of professional gunmen known as Murder, Inc., and the event becomes known as the Chophouse Massacre.
1950—Al Jolson Dies
Vaudeville and screen performer Al Jolson dies of a heart attack in San Francisco after a trip to Korea to entertain troops causes lung problems. Jolson is best known for his film The Jazz Singer, and for his performances in blackface make-up, which were not considered offensive at the time, but have now come to be seen as a form of racial bigotry.
October 22
1926—Houdini Fatally Punched in Stomach
After a performance in Montreal, Hungarian-born magician and escape artist Harry Houdini is approached by a university student named J. Gordon Whitehead, who asks if it is true that Houdini can endure any blow to the stomach. Before Houdini is ready Whitehead strikes him several times, causing internal injuries that lead to the magician's death.
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