Vintage Pulp Aug 18 2014
AS IT HAPPENS
Despite appearances It’s Happening is the same under the skin as every other 70s tabloid.


Has it really been two years since we last posted an issue of It’s Happening? So it seems, and here we are, bringing back this black-themed 1970s publication today, when the U.S. is in the midst of one of its periodic racial upheavals. The timing is a fluke—this is an August issue always destined to be posted this month—but we’re reminded by the existence of It’s Happening that racial discord has always generated easy profits for a cynical few media moguls. In this case the head cynic is Reuben Sturman, a clever fox who eventually built a pornography empire his future prosecutors would describe as the largest in America. That description is unconfirmable today (and probably then, too), but there’s no doubt his holdings were vast.
 
It’s Happening of the 1960s was a bold publication, but by the time this issue appeared it was not dissimilar to other cheapie tabloids. It printed stories about the virile black lovers of white housewives and starlets, or the sporting conquests of black athletes, or current news that skirted actual journalism, but it did not—crucially for a black newspaper—spend time on important issues like police misconduct, advocacy for social change, or any other subject that might have branded it a political paper. Published during a time of constant social turbulence, it doubtless attracted the eyeballs of those looking for something radical and bold. Those readers would have been satisfied with the earlier It’s Happening, but not with the later version.

So once we take bold and radical off the table, the main two differences left between 1970s It’s Happening and other tabloids were its placement of African Americans on every cover, and its deliberate marketing to black America. Even this went only so far—by now about a fifth of each issue had nothing specific to do with the black community at all. These would be stories about white celebs, or maybe weird crimes in some European enclave. So, it was a black paper, yes, but one that had learned not to alienate. A white consumer who liked a typical cheapie tab like, say, Midnight, would have found 1970s It’s Happening comfortingly familiar. We have some scans below, and you can see more of the same in our previous posts here, here, and here

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History Rewind
The headlines that mattered yesteryear.
May 20
1916—Rockwell's First Post Cover Appears
The Saturday Evening Post publishes Norman Rockwell's painting "Boy with Baby Carriage", marking the first time his work appears on the cover of that magazine. Rockwell would go to paint many covers for the Post, becoming indelibly linked with the publication. During his long career Rockwell would eventually paint more than four thousand pieces, the vast majority of which are not on public display due to private ownership and destruction by fire.
May 19
1962—Marilyn Monroe Sings to John F. Kennedy
A birthday salute to U.S. President John F. Kennedy takes place at Madison Square Garden, in New York City. The highlight is Marilyn Monroe's breathy rendition of "Happy Birthday," which does more to fuel speculation that the two were sexually involved than any actual evidence.
May 18
1926—Aimee Semple McPherson Disappears
In the U.S., Canadian born evangelist Aimee Semple McPherson disappears from Venice Beach, California in the middle of the afternoon. She is initially thought to have drowned, but on June 23, McPherson stumbles out of the desert in Agua Prieta, a Mexican town across the border from Douglas, Arizona, claiming to have been kidnapped, drugged, tortured and held for ransom in a shack by two people named Steve and Mexicali Rose. However, it soon becomes clear that McPherson's tale is fabricated, though to this day the reasons behind it remain unknown.
1964—Mods and Rockers Jailed After Riots
In Britain, scores of youths are jailed following a weekend of violent clashes between gangs of Mods and Rockers in Brighton and other south coast resorts. Mods listened to ska music and The Who, wore suits and rode Italian scooters, while Rockers listened to Elvis and Gene Vincent, and rode motorcycles. These differences triggered the violence.
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