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.
February 20
1935—Caroline Mikkelsen Reaches Antarctica
Norwegian explorer Caroline Mikkelsen, accompanying her husband Captain Klarius Mikkelsen on a maritime expedition, makes landfall at Vestfold Hills and becomes the first woman to set foot in Antarctica. Today, a mountain overlooking the southern extremity of Prydz Bay is named for her.
1972—Walter Winchell Dies
American newspaper and radio commentator Walter Winchell, who invented the gossip column while working at the New York Evening Graphic, dies of cancer. In his heyday from 1930 to the 1950s, his newspaper column was syndicated in over 2,000 newspapers worldwide, he was read by 50 million people a day, and his Sunday night radio broadcast was heard by another 20 million people.
February 19
1976—Gerald Ford Rescinds Executive Order 9066
U.S. President Gerald R. Ford signs Proclamation 4417, which belatedly rescinds Executive Order 9066. That Order, signed in 1942 by President Franklin D. Roosevelt, established "War Relocation Camps" for Japanese-American citizens living in the U.S. Eventually, 120,000 are locked up without evidence, due process, or the possibility of appeal, for the duration of World War II.
February 18
1954—First Church of Scientology Established
The first Scientology church, based on the writings of science fiction author L. Ron Hubbard, is established in Los Angeles, California. Since then, the city has become home to the largest concentration of Scientologists in the world, and its ranks include high-profile adherents such as Tom Cruise and John Travolta.
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