Yesterday's News Today
One: The Turbulant Rise of TV Century 21

In the first of an occasional series, we follow the views of the trade press on those comics and strips which featured the Gerry Anderson series.

The success of TV Century 21 as a publishing phenomena is well documented, but what is not well known is the turbulant start the comic had, as it trundled down the launch rail into the stormy heavens of retail circulation and distribution. Shaqui Le Vesconte does the paper round...

TV Century 21, or TV 21 as it was always known in the trade press from the beginning, first had mention as early as the autumn of 1964, indicating a gestation that must have been ongoing for some time beforehand.

At this time, the four main trade magazines were:
News Trade Weekly - a general trade journal for news retailers
Smith's Trade News - the trade journal of W.H. Smiths
Retail Newsagent, Bookseller and Stationer - the Official Journal of the National Federation of Retail Newsagents, Booksellers and Stationers. Just prior to the announcement of TV 21, it celebrated its 75th year in print.
National Newsagent - the organ of the Northern Counties Retail Newsagents' & Booksellers' Union

Retail Newsagent carried the news in the issue dated 10 October, in an article headed TV 21 - comic coming from City Mags. 'A brand new comic of the future for the children of today.' was how City Magazines described their new venture, to be launched 'early in 1965'. 'To sell at 7d. (7 old pence, in pre-decimal currency), it will be aimed at the 7-12 age group.' Coinciding with the first appearances of Stingray on British television, the brief article outlined that the new series was also widely acclaimed on its presentation in America and Japan, and that the links to the series are seen as 'an immense pre-launch publicity build-up for the comic'. News Trade Weekly also carried the news: 'TV21, the Comic of the Future for the Children of Today', and the similarity in the report highlighted that all four publications were probably working from the same press releases.

Right: The TV 21 launch party at the London Planetarium (from left to right): Gerry Anderson, Producer Stingray TV series; Cyril Bartle, Wholesale Manager, W.H. Smith, London; John Littlejohn, Circulation Manager, City Magazines; and J. Baines, W.H. Smith, London. Retail Newsagent, 5 December 1964.

News Trade Weekly was the only one to carry advance news of launch events for TV21, in the issue dated 21 November, headed "Blast Off" for TV 21, but both News Trade Weekly and Retail Newsagent, dated 5 December, reported after the fact. These earliest major publicity events were parties given by publishers City Magazines, at the turn of the month, in Birmingham, Manchester, Leeds and Edinburgh. But the biggest and no doubt most spectacular of these was held at the London Planetarium. After the hundred guests, representing wholesalers and retail outlets such as W.H. Smith, were prepared for the countdown by a potent bubbling and smoking 'high octane launching fuel' cocktail ('Drink With Care' warns the sign at the 'refuelling base'!), they were treated to an enthralling trip around the heavens. Though one has to wonder, in light of the drink, how many were seeing stars or were in orbit before the show even started.

After this, an episode of Stingray itself was screened, itself a fairly new addition to television screens, and a main feature of the new comic. It was anticipated that by the time T.V.21 (sic) was launched, the series would have been screened throughout the country. In a brief address, the General Manager and Circulation Director of City Magazines, Cyril Smith, thought 'this was the first time a publishing house had combined with a film company (A.P. Films) to produce a comic', and predicted a commercial success. The London party was also attended by John Littlejohn, Circulation Manager of City Magazines, and he would also be in attendance at the other national events. Littlejohn would become a name well known in the trade press in the coming months, as will be seen.

Left: 'TV 21' blasts off Mr. Ivan Dring, general manager of Conlan & Co., Liverpool, Mrs. Sylvia Anderson, director and founder member of A.P. Films Ltd., Slough and Mr. Alan Fennell, editor of "T.V. 21," look on while Mr. John Littlejohn, circulation manager, City Magazines Ltd., shakes hands with Mr. Gerry Anderson, director of A.P. Films, who is congratulating him on the first issue of "T.V. 21." National Newsagent, 23 January 1965.

Advance plans on a series of books and annuals were also announced, to be handled by World Distributors who were already well known in this field. While only some of the Stingray and Thunderbirds storybooks and novels were credited as such, it does seem the first TV Century 21 and Stingray annuals were also co-produced with World, hence their similarity in format. Later in the year, these annuals would also be advertised in the trade press as available through World, who had recently opened a new London-based showroom.

With news of Thunderbirds still months away from even being released to the popular press, News Trade Weekly also reported that after Stingray had come to an end, A.P.Films would already have 'several other series on the studio floor', and these 'in turn, will be introduced into the new comic.' From this, it could be inferred everyone thought the publication could not fail. But how close it could have come to doing just that would be seen shortly.

Left: The City Magazines stand, number 58, at the Boys and Girls' Exhibition at Olympia in London, provides some advance publicity for the new TV Century 21 comic over the New Year of 1965. The nine foot Fireball XL5 was purportedly used in the filming of the series itself. Also visible is a Dalek (centre of picture), and in glasses to the right of it, Brian Gage, London representative for City Magazines. Retail Newsagent, 23 Jan 1965.

Publicity campaigns were headed up by City Magazines' own stand at the Boys and Girls Exhibition at Olympia over the new year of 1965, which featured a nine foot version of Fireball XL5 (see above), and a Dalek from Doctor Who, to promote the new strip in the comic.

The regular editorial comment 'Trade Winds' in News Trade Weekly, written by 'Templar', for the week January 16th commented on the popularity of the Exhibition, which had increased its visitors from the previous year by about 20% to 240,000. He noted one of the popular draws had been the Daleks, recently resurrected on television for their second outing in Doctor Who series for the story 'Dalek Invasion of Earth'. 'Templar' had seen an advance copy, and noted they appeared on the back cover in colour, though pride of place naturally went to Stingray.

The launch of TV Century 21 on January 23rd, 1965, was preceded by what were assumed to be a successful series of television commercials - no less than six fifteen second 'spots' (the trade name for these) for issue 1 alone, with more for issues 2 and 3.

The National Newsagent that same week included a brief article headed Puppets cut 'TV 21' cake, featuring a photo of Troy Tempest and Atlanta from Stingray slicing into a special celebratory cake (above), decorated with a stylised masthead and image from the cover of the first issue. This had been presented by Eric Bemrose Ltd., the printers of TV Century 21, to the producers of the television series.

Right: Reading the first issue of TV 21 as it comes off the press, are (l. to r.): John Kelly, circulation rep, City Magazines; Douglas McNulty, Director and General Manager, Eric Bemrose Ltd.; John Littlejohn, Circulation Manager, City Magazines; Keith Shackleton, Director of Merchandising, A.P. Films Ltd.; Alan Fennell, Editor of TV21; Gerry Anderson, Director, A.P. Films Ltd.; and John Roberts, Group Advertisement Manager, City Magazines. Retail Newsagent, 23 Jan 1965.

The issue of National Newsagent the following week carried another brief article, headed Big launch for 'T.V. Century 21', with the (mock) wire received in the 'T.V.21 Control Room':

With the second issue already on sale, it looked like the launch of TV Century 21 had been as successful as predicted, but the first sign that everything had not gone quite as smoothly as planned was an article in National Newsagent, dated 6 February. Headed 'TV 21' - supplies statement it outlined that demand for the comic had not only exceeded the expectations of the wholesale and retail trade, but also the initial print order (i.e., how many issues were actually printed). Typical of such complaints was one from Mr. Arthur Dunwell, branch treasurer of the Ramsgate National Federation of Retail Newsagents: "Today we have not received sufficient copies for our standing orders. I telephoned the publishers but they said they had exhausted their print order. What is the use of newsagents pushing a publication and taking orders which the publishers are unable to fulfil?' John Littlejohn was contacted by the National Newsagent for comment, and this was: 'We had to print three issues in advance and the print-runs for these were obviously based on orders from the trade, plus a substantial surplus for last-minute demands. It would seem that we were all taken by surprise. I confirm that supplies for the first, second and third issues are exhausted. I am sorry about this, but I am glad to announce that we shall catch up with the demand with issue number four.'

In light of Littlejohn's comment, it would seem City Magazines were following an established pattern for a launch print schedule, with the fourth issue being the first printed after the first sales and therefore an indicator of actual demand. This seemed to be confirmed the following week, in a letter to the 'Readers Opinions' page, from Mrs. L. Male from Crownhill, Plymouth, who wrote: 'Obtaining supplies of new publications, especially comics, is certainly a problem. Take for instance, "TV Century 21." A newsagent was allotted so many according to the amount the wholesaler had in stock. The result was that we were unable to get further copies. It happens every time a new book or comic comes out and it takes about a month before we can satisfy all demands.'

National Newsagent, Retail Newsagent and News Trade Weekly ran extensive articles for the issues dated 20 February. The one in Retail Newsagent was in the form of a letter from John Littlejohn himself (seemingly reproduced as a press release in the other publications), and took up a whole page. Headed TV 21: Under 15 p.c. (per cent) of newsagents ordered number one, he was responding to criticisms levelled at City Magazines from retail newsagents like Mrs. Male, unable to obtain full requirements of the comic. Some letters to City Magazines had been 'threatening', in that any of their other publications would only be taken on order only, rather than the alternative of sale or return (SoR) for a launch. This, presumably, would hit a speculative readership who would be attracted to seeing a publication on display, affecting future sales. Littlejohn countered that the launch was not carried out in secrecy, and a good percentage of the publicity budget was allocated to making sure the trade itself was fully aware of City Magazine's plans, and any launch activities.

The cover of issue 1 of TV 21 had been reproduced as an actual size leaflet in full colour, with full details of the launch plan on the reverse and offering Sale or Return for the first four issues. It would appear this was not an untypical launch promotion at the time, as Fleetway's The Big One comic, launched in October 1964, had used a similar method. Copies of these leaflets were inserted in the four main trade magazines mentioned above, though it may have been slightly disconcerting for City that The Big One, after only 19 issues, was merged into Buster the same week the TV 21 controversy became big news. So even if the launch had been successful, was Littlejohn's eye also on the failure of other titles, and the limited life some had? More of these expensive TV 21 leaflets were sent to wholesalers, with requests that they were sent on to their customers. Littlejohn was sure the wholesalers had carried out his wishes, as some even went to the trouble of printing their own special TV 21 order forms to send to customers too. Despite all this effort, fewer than 15 per cent of retail newsagents actually placed an order with their wholesalers. The national average would have been lower, had there not been a good response from the Lancashire area.

Since, as publishers, City Magazines had to print three issues before the first even appeared on sale, this affected supplies to wholesalers for consequent issues. The knock on effect was that retailers who had not ordered issue 1, and Littlejohn relates many who had written to him admitted not doing so, were then unable to obtain the necessary copies when customers placed a regular order. So while some retailers were able to obtain 'extras' (i.e. additional copies to the original order) for issues 1 and 2 to cope with demand, this was not the case for issue 3. This also put wholesalers in a position of juggling orders, reducing those larger orders for some to supplement latecomers, and send out a few issues to them instead.

Littlejohn regretted the controversy, which did not detract from the fact TV 21 had one of the most successful launches in recent years, and thanked those members of the trade who had been supportive in ordering.

The National Newsagent reported on Littlejohn's letter, in a feature also taking up the equivilant of a full page, and headed Aftermath of 'TV Century 21' launching... NEWSAGENTS ACCUSED OF LACK OF ENTERPRISE. This pretty much reworded the letter into prose, though it did add at the end that while Littlejohn did not think newsagents' orders amounted to more than 50,000, sales amounted to nine times that. From this it can be inferred the intial print-runs were in the order of 450,000.

A response to this letter made the first news page of the very next issue, dated 27 February, from the General Secretary of the Newsagents Federation Victor S. Holt. In a feature headed TV 21 statement: Holt speaks out, Holt admitted that while he was not replying in detail to the accusations, he had already spoken to Littlejohn at a recent Newsagents Federation National Council meeting, and supported his proposal to put forward his case in the letter that had appeared the previous week.

Holt had spoken to other publishers, and they also having the same opinions about lack of co-operation from retailers on new launchings. To this end, Holt was gathering information and views from each of the Federation's 350 branches throughout Great Britain and Ireland.

"The replies," Holt continued, "will also bring out retailers' experiences with new publications which do not meet with the success of TV 21 - of wholesalers who refuse to act on cancellations until several weeks after SoR finishes; of wholesalers who cut down original orders from retailers so that other retailers who have ordered none can be appeased with a share; of wholesalers who favour their own retail outlets; of wholesalers who will take back only a percentage of give only partial credit on unsolds; and of publishers who set out deliberately to create an unsatisfied public demand." It would seem it was there was another, vast side (or two) to the story. And in the regular Plain Speaking column that same week, the uncredited author suggested that Holt's own repsonse implied, although not necessarily in just this one case, that 'all three sides of the trade (i.e. publishers, wholesalers and retail) might to some extent be found wanting.'

Holt's letter was also printed in the 'Readers Opinions' page of National Newsagent that week, and while the letters page of Retail Newsagent was relatively quiet on the matter, it was here that the proverbial really hit the fan. Littlejohn's comments seemed to have a raw nerve with the retail trade at least, and the page became ablaze, headed with Agents answer 'TV 21' supply problem - 'My wholesaler refuses returns'. The firstand longest letter was from R. Tobias of Chelsea, who wrote: 'So the publisher of "TV 21" condemns us newsagents for not being on the mark in so far as that publication is concerned. I consider that to be the all-time high in tripe I've ever read.'

'I can also show him hundreds upon hundreds of covers from "TV Times", "Radio Times" plus a quantity of "Sunday Telegraphs" of the first four issues, which I was promised were fully on sale or return... but my wholesaler at that time refused to accept them. They're still here.'

In short, it appeared that retailers were not only not getting the terms offered but were also being lumbered by a growing pile of unsolds that could not be returned, and were consequently thrown out or given away. Tobias, in a move relatively new in those days (as opposed to now) had even taken to selling milk to prove his point. Customers were pleased as he was open at 5.30am for such a thing - at a time when most shops, even groceries, were strictly 9 til 5 businesses, and there was little if any Sunday trading except for newsagents. The move had been so popular, with a thousand pints a week quoted as being sold, he had been asked for other things like tea and sugar. 'And,' Tobias was keen to point out, '...the milk is fully on sale or return EACH DAY.'

'If the publisher of "TV 21" would like me to give him a list of comics that will be dead in a few months' time, I'll oblige him. I'll also sell him the load of stuff I have here that I bought and displayed on my counters that I couldn't get rid of.'

John Hockaday of Harpenden, Herts, expressed the view that the supply problem was City Magazines' own fault as they 'had little faith in the success of their new venture or, as I believe happened they were taken by surprise as were most of the trade. This type of situation has happened before and only goes to illustrate how difficult it is to estimate public demand.' An editoral response reiterated the fact City Magazines had printed nine times the quantity ordered by newsagents, but Hockaday also mentioned 'The publishers supply the first four issues on S.o.R complete with free gifts, the fifth issue on firm order with no free gifts. This is the time the retailer can lose heavily and therefore cannot be blamed for being cautious.'

J.L. Langley of Wokingham, Berks, added to this: 'New publications are a success when something is being given away, but after that, no.' He made another very valid point that ' ...customers have only so much to spend and if they buy a new comic or magazine an old one is dropped. it is just the same with cigarettes. If a new brand is bought it is no extra in your till.' His own final response, to the lack of supply, was: 'Anyone want four copies of last Wednesday's "TV 21"? I still have four on my counter... "

Holt (right) touched upon the subject with a brief opening reminder in his regular monthly column Speaking as General Secretary, in the issue dated 6 March, that Littlejohn's accusations had 'caused a bit of a stir'. He was counting on the 350 branch secretaries, as well as other publishers and wholesalers, to send him their views, and would 'look a bit of a Charlie' if, like Littlejohn, he only got a 15 per cent response too...
As with Holt's previous letter, this statement was also reported in the National Newsagent the same week.

John Littlejohn's support for the 'Holt enquiry' was given in a letter that appeared the following week, in the issue dated 13 March: 'I am sure that the enquiry he has set in motion can do nothing but good for the trade generally. ' Some had suggested that he had started a 'hornet's nest' but Littlejohn's view was this should not be the case, and it was only by bringing problems into the open, instead of pretending they did not exist, and discussing them together, that the industry could continue to expand.

After a four issues straight, there would be a break of few weeks and then Victor Holt raised the spectre in his column again, in the issue dated 6 April, only to pretty much bury it for once and all.

In a section headed TV 21: A Case Of Business Acumen, replies to his questionnaire confirmed the small number of newsagents who had ordered issue 1. City Magazines had printed nine times as many copies as had actually been ordered, and understood the indignation of criticisms of being unable to meet subsequent demand. But, Holt countered in bold type: 'What might appear to be apathy on the part of retailers, however, proves in most cases to be pure business acumen.'

'Most publishers - and particularly the larger houses - print the first issues well before they can hope to get the full reaction of the trade... and because of the impracticality of getting orders in advance, allocations are based on previous launches.' Ironically, it was the exceptional public demand for TV 21 - the measure of its own success - that would appear to have caused the recent difficulties. The converse situation could have been, of course, that TV 21 did not sell the amounts the trade hed ordered, and they then had to seek credit for massive quanities of unsolds on SoR.

The questionnaire had served a purpose in highlighting some of the complexities of the current situation. But it was those who had not spoken their minds - and here Holt noted that few publishers and wholesalers had expressed opinions - that may be the problem, because if ' ...they are all intent on carrying on as before, then John Littlejohn... and I have been wasting our time.' A uniformity of practice in launching new publications was called for, one that did not vary between publishing houses.

This appeared to be the overall end of the matter, though a meeting at Derby of the East Midland District in late April, reported in the issue dated 1 May, had closely considered City Magazines' criticism of retailers' attitudes to ordering of new publications. A suggestion was that arrangements should be made for newsagents to take limited supplies of new launchings, on sale or return.

By the middle of the year, the matter seemed largely forgotten, and the usual advance news of promotions such as the TV 21 Special Agent's Badge (8 May) and the Zoom ice cream offer (29 May) continued to appear. It remained to be seen then, how any of the issues raised would affect the launching of City Magazines and A.P. Films second tie-in comic, Lady Penelope, exactly one year later...

On to Part Two of this series.

Version 1.1 - 01.05.05

Any comments or notes about this feature, please contact technodelic@blueyonder.co.uk.

All text © The Gerry Anderson Complete Comic History, and its respective writers, and may not be reproduced without permission.
Features and images reproduced from News Trade Weekly, Smith's Trade News, Retail Newsagent and National Newsagent, and remain their copyright
All images © their respective copyright holders