A Man of Science: A Study of the Readership of Analog Science Fact-Fiction

A Man of Science: A Study of the Readership of Analog Science Fact-Fiction

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Here’s what I think is an interesting little item, a 20 page booklet (including covers) entitled A Man of Science: A Study of the Readership of Analog Science Fact-Fiction. This was published by Street & Smith, the then-publisher of Analog, and was a promo piece aimed at advertisers.

There’s no publication date, but my guess is it was published in early 1962 — on page 3, Ralph Sharp, Director of Research for the S&S mags, mentions that in the November 1961 issue of Analog a return postcard was included (I’ve looked through several copies of that issue and haven’t found one that still contains the postcard; I’d love to see that, if anyone has one). He states that the issue went on sale on October 17, and within a month 4,700 usable returns had been received by Intercity Research, an independent tabulating firm.

[Click the images for digital versions.]

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The bulk of the booklet contains data trying to convince advertisers that Analog was the place to advertise in. It gives the name “Mr. Science” to the Analog reader, noting that only 8% of Analog‘s readers are women, and “Since Miss Science is so far behind, we are going to drop her for the rest of this report…” Non-readers of Analog are dubbed “Mr. Average.”

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The report discusses how Mr. Science’s income is about double that of Mr. Average’s, and that 38.4% of Mr. Science have had graduate study, compared to 2.3% of Mr. Average. It discusses various professional societies Mr. Science belongs to, and the credentials of some of its authors. It also spends two pages touting the background and editorship of John Campbell.

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I’m not familiar with anything similar done by other SF magazines, or pulps, but would love to learn about any if anyone has any info on them.

Doug is a collector of pulps, as well as of pulp, science fiction and fantasy art. He co-founded and co-organizes the Windy City Pulp and Paper Convention. For many years his Tattered Pages Press published the pulp fanzine Pulp Vault, as well as other books on the pulps. He was one of the authors of The Adventure House Guide to Pulps, and has edited several pulp anthologies, including the Best of Adventure series. His book, Uncovered: The Hidden Art Of The Girlie Pulps, an in-depth study of the spicy pulps and their art, was named ForeWord Magazine‘s 2003 Popular Culture Book of the Year. In 2013, Bob Weinberg, Bob Garcia and he collaborated on The Collectors’ Book of Virgil Finlay, a collection of Finlay’s gorgeous art.

Doug’s last article for Black Gate was Doom, Zork and Wizardry: 20th Century Retro Gaming.

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[…] Gate, Doug Ellis browses a pamphlet sent to drum up advertising for Analog in the early Sixties: “A Man of Science: A Study of the Readership of Analog Science Fact-Fiction”. (Scans of the pamphlet can be read at the […]

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