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.
September 29
1916—Rockefeller Breaks the Billion Barrier
American industrialist John D. Rockefeller becomes America's first billionaire. His Standard Oil Company had gained near total control of the U.S. petroleum market until being broken up by anti-trust legislators in 1911. Afterward, Rockefeller used his fortune mainly for philanthropy, and had a major effect on medicine, education, and scientific research.
September 28
1941—Williams Bats .406
Ted Williams of the Boston Red Sox finishes the Major League Baseball season with a batting average of .406. He is the last player to bat .400 or better in a season.
September 27
1964—Warren Commission Issues Report
The Warren Commission, which had been convened to examine the circumstances of John F. Kennedy's assassination, releases its final report, which concludes that Lee Harvey Oswald, acting alone, killed Kennedy. Today, up to 81% of Americans are troubled by the official account of the assassination.
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