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.
August 25
1944—Vive la France
With the surrender of the last occupying German garrison, Paris is liberated from Nazi occupation by Allied troops after six days of fighting. The city had been administered by Nazi Germany since the Second Compiègne armistice in June 1940 when Germany occupied the north and west of France and when the Vichy regime was created in the city of Vichy in central France.
August 24
1954—Communist Party Outlawed
In the U.S., during the height of the Red Scare, President Dwight Eisenhower signs the Communist Control Act into law. The new legislation bans the American Communist Party, and prohibits people deemed to be communists from serving as officials in labor organizations.
1968—France Explodes Nuke
France tests a two-stage nuclear weapon, codenamed Canopus, on Fangataufa, French Polynesia.
August 23
1942—Battle of Stalingrad Begins
The Battle of Stalingrad, perhaps the most pivotal event of World War II, begins. It lasts for more than six months, spread across the brutal Russian winter, and ends with two million casualties. The Russian sacrifice reduces the powerful German army to a shell of its former self, and as a result Nazi defeat in the war becomes a simple matter of time.
1979—Alexander Gudonov Defects
Russian ballet dancer and actor Alexander Borisovich Godunov defects to the U.S. The event causes an international diplomatic crisis, but Gudonov manages to win asylum. He joins the famous American Ballet Theater, where he becomes a colleague of fellow-defector Mikhail Baryshnikov, and later earns roles in such Hollywood films as Witness and Die Hard.
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