Elinor Mavor (born c. 1936) was the editor of Amazing Stories and Fantastic from early 1979 until late 1982. She had done illustrations and production work for several magazines, working for Arthur Bernhard. She had also been an editor at Bill of Fare, a restaurant trade magazine. When Ted White resigned from Bernhard's UPD in November 1978, Mavor became the editor of both Bernhard's science fiction magazines. She had read a good deal of science fiction but knew nothing about the world of science fiction magazines.
For the first few issues Mavor used the pseudonym of "Omar Gohagen", as she was unsure whether a woman editor could be accepted by the readership. Her tenure saw the magazines improve in the quality of the graphics, but she was unable to make the magazines successful. In 1980, Fantastic was merged with Amazing; and in May 1982, TSR, Inc. acquired Amazing from Bernhard, who was retiring. By this time the circulation had dropped to only about 11,000. George H. Scithers took over as editor for TSR.
Amazing Stories is an American science fiction magazine launched in April 1926 by Hugo Gernsback's Experimenter Publishing. It was the first magazine devoted solely to science fiction. Science fiction stories had made regular appearances in other magazines, including some published by Gernsback, but Amazing helped define and launch a new genre of pulp fiction.
As of 2018, Amazing has been published, with some interruptions, for ninety-two years, going through a half-dozen owners and many editors as it struggled to be profitable. Gernsback was forced into bankruptcy and lost control of the magazine in 1929. In 1938 it was purchased by Ziff-Davis, who hired Raymond A. Palmer as editor. Palmer made the magazine successful though it was not regarded as a quality magazine within the science fiction community. In the late 1940s Amazing presented as fact stories about the Shaver Mystery, a lurid mythos that explained accidents and disaster as the work of robots named deros, which led to dramatically increased circulation but widespread ridicule. Amazing switched to a digest size format in 1953, shortly before the end of the pulp-magazine era. It was sold to Sol Cohen's Universal Publishing Company in 1965, which filled it with reprinted stories but did not pay a reprint fee to the authors, creating a conflict with the newly formed Science Fiction Writers of America. Ted White took over as editor in 1969, eliminated the reprints and made the magazine respected again: Amazing was nominated for the prestigious Hugo Award three times during his tenure in the 1970s. Several other owners attempted to create a modern incarnation of the magazine in the following decades, but publication was suspended after the March 2005 issue. A new incarnation appeared in July 2012 as an online magazine. Print publication resumed with the Fall 2018 issue.
Gernsback's initial editorial approach was to blend instruction with entertainment; he believed science fiction could educate readers. His audience rapidly showed a preference for implausible adventures, and the movement away from Gernsback's idealism accelerated when the magazine changed hands in 1929. Despite this, Gernsback had an enormous impact on the field: the creation of a specialist magazine for science fiction spawned an entire genre publishing industry. The letter columns in Amazing, where fans could make contact with each other, led to the formation of science fiction fandom, which in turn had a strong influence on the development of the field. Writers whose first story was published in the magazine include John W. Campbell, Isaac Asimov, Howard Fast, Ursula K. Le Guin, Roger Zelazny, and Thomas M. Disch. Overall, though, Amazing itself was rarely an influential magazine within the genre after the 1920s. Some critics have commented that by "ghettoizing" science fiction, Gernsback harmed its literary growth, but this viewpoint has been countered by the argument that science fiction needed an independent market to develop in to reach its potential.Fantastic (magazine)
Fantastic was an American digest-size fantasy and science fiction magazine, published from 1952 to 1980. It was founded by the publishing company Ziff Davis as a fantasy companion to Amazing Stories. Early sales were good, and the company quickly decided to switch Amazing from pulp format to digest, and to cease publication of their other science fiction pulp, Fantastic Adventures. Within a few years sales fell, and Howard Browne, the editor, was forced to switch the focus to science fiction rather than fantasy. Browne lost interest in the magazine as a result and the magazine generally ran poor-quality fiction in the mid-1950s, under Browne and his successor, Paul W. Fairman.
At the end of the 1950s, Cele Goldsmith took over as editor of both Fantastic and Amazing Stories, and quickly invigorated the magazines, bringing in many new writers and making them, in the words of one science fiction historian, the "best-looking and brightest" magazines in the field. Goldsmith helped to nurture the early careers of writers such as Roger Zelazny and Ursula K. Le Guin, but was unable to increase circulation, and in 1965 the magazines were sold to Sol Cohen, who hired Joseph Wrzos as editor and switched to a reprint-only policy. This was financially successful, but brought Cohen into conflict with the newly formed Science Fiction Writers of America. After a turbulent period at the end of the 1960s, Ted White became editor and the reprints were phased out.
White worked hard to make the magazine successful, introducing artwork from artists who had made their names in comics, and working with new authors such as Gordon Eklund. His budget for fiction was low, but he was occasionally able to find good stories from well-known writers that had been rejected by other markets. Circulation continued to decline, however, and in 1978, Cohen sold out his half of the business to his partner, Arthur Bernhard. White resigned shortly afterwards, and was replaced by Elinor Mavor, but within two years Bernhard decided to close down Fantastic, merging it with Amazing Stories, which had always enjoyed a slightly higher circulation.Mavor
Mavor is a surname. Notable people with the surname include:
Carol Mavor, American writer and professor
Elinor Mavor, American science fiction editor
Elizabeth Mavor (1927–2013), British writer
Freya Mavor (born 1993), Scottish actress and model
James Mavor (1854–1925), Canadian economist
Leslie Mavor (1916–1991), Scottish Royal Air Force officer
Mike Mavor, New Zealand rugby union player
William Fordyce Mavor (1758–1837), Scottish teacher, priest and writer