The Beatles Bookstore

As a collector of books about popular culture, I must admit at being irritated by those critics who automatically dismiss any books with an academic focus and overlook publications like TEENSET. It is both an unfair and unwise approach to the study of books of that nature. One should attempt to avoid labels and inferences when reading any academic-based title exploring popular culture.

Many music fans over the years made certain specific assumptions (often inaccurate ones) by just reading the titles of magazines that were seemingly attempting to appeal to a teenage audience or demographic.

I recently was watching a Teaflix program with Angie and Ruth McCartney and they were interviewing author and academic, Professor Allison Bumsted, about her book  “TeenSet, Teen Fan Magazines, and Rock Journalism: Don’t Let the Name Fool You!” The book she wrote had a detailed discussion of the assumptions described above and the book’s premise appealed to my imagination and brought back many memories to me of what I thinking when I bought my first copy of Teenset magazine even prior to my teenage years…

Teenset Magazine had a brief 5 year history but its contributions to pop culture were significant!

A little background on Judith Sims, the editor of Teenset magazine:

Judith Sims (c. 1939 – March 25, 1996) was an American journalist, music critic, and magazine editor. She was the editor of the Magazine Teenset in the 1960s. Later, she would become the Los Angeles bureau chief for Rolling Stone magazine. She conducted several interviews in the sixties with the Beatles and obviously had a great sensitivity to the impact the group was having on the culture of the time.

Judith was acutely aware of the Teenset magazine’s title as not being precise enough, not only because of the wider range of the audience age demographic being reached by the magazine, but the magazine was also dealing with topics of a more mature nature with a scope that went far beyond the typical teenage magazine of the day. In essence, Teenset was experiencing its own identity crisis as would be evidenced in a coming-of-age story. See the Teenset ad below presented by Sims herself in an issue of Rolling Stone back in 1968. This photograph of the Teenset ad appears on page 195 of the Allison Bumsted book:

The subject of Professor Bumsted’s book is a great analysis of a magazine that I loved as a first-generation Beatles fan specifically because of its more mature adult approach to the subject matter. I believe that may be one of the primary reasons for part of Allison’s book title. “Don’t Let the Name Fool You”. Just because the title said Teenset did not mean the subject being dealt with was limited to strictly a teenage audience demographic or teenage perspective.

Would like to lay the groundwork of informing you of Professor Bumsted’s impressive background:

Allison Bumsted’s academic credentials:

Humanities Adjunct Associate Professor -Austin Community College

PhD of Cultural Studies, MA The Beatles, Popular Music, and Society–to have a Master’s Degree in Beatles studies. Quite the achievement, Allison!!! BA History and Political Science

To illustrate the main issues explored by Allison in her wonderful new book I would like to present the book’s Table of Contents as a partial template about the details of a magazine that was around for less than 6 years. Now that story has been beautifully chronicled by Dr. Allison Bumsted!

Introduction: Age, Genre, and Journalism in Popular Music

The Introduction deals with gender perceptions and possible misperceptions of what were considered as traditional gender differences between the consumers of pop culture and what type of writing helps to give the most accurate description of what constitutes rock journalism.

Chapter One. A Capitol Idea!

The Origins of Teen Fan Magazines and TeenSet-discusses the origins of Teen Fan Magazines and specifically the origins of Teenset

Chapter Two. It’s Only Rock ’n’ Roll Journalism

The Absence of TeenSet Within a History Shaped by Critics- is an analysis to demonstrate that the magazine has not received the recognition it deserves in rock criticism circles

Chapter Three. Show Me TeenSet!

TeenSet as a Valuable Source in Popular Music

Allison discusses the contributions of Teenset to the study of pop music

Chapter Four. Taking Popular Music Seriously

Judith Sims and the Women on the Scene

Allison demonstrates her keen awareness of the great contributions of women in the literary world as it deals with the appreciation, the study and creation of popular music. Her respect and admiration for Judith Sims contributions to Teenset magazine are clearly evident and are a main focus of this chapter.

Chapter Five. “A Nifty Music Magazine with a Misleading Name”

TeenSet’s Duality, Representation of and Interaction with an Evolving Musical and Cultural
Landscape – I love this chapter specifically because it highlights the dilemma of “appearance vs. reality” when one makes an assumption of a magazines contents solely based on the title. When I bought my first issue of the magazine in the sixties, I, too, was to be thoroughly and pleasantly surprised as the magazine was much better than my initial impressions or expectations.

Conclusion. “ETC. ETC.”
Reconsidering the Popular Music Journalism Historical Discourse

A great summary to this wonderful and scholarly book!

Some background of the author by the publisher: Published in 2024 by University Press of Mississippi

A Teaflix program link with the author being interviewed by Ruth and Angie McCartney on YouTube is offered here for your enjoyment!

TeaFlix Interview with Professor Allison Bumsted – YouTube

A partial description of the now discontinued Liverpool University Master’s program sent to me by Allison Bumsted:

And to answer any skeptics that may be viewing this, the Beatles are just as valid an academic study as ANY other historical or cultural phenomenon…especially in regards to the enormous impact that they had on so many millions of people!!!

Even though Teenset was not solely a magazine of interest to Beatles fans, I have to admit, my obsession with the band promoted my primary interest in the magazine. If you watch the video of Allison with Ruth and Angie McCartney provided in this post, you will see she has the same Beatles cover issues of the magazine in her own personal collection that I have in mine. Apparently, we are kindred spirits in our common interest….

Teenset’s origins also had a common link with Capitol Records which was to become the Beatles record label mainstay in 1964. A Capitol executive, Brown Meggs, was to sign the Beatles to their first distribution contract in the United States according to a an article written by Allan Kozinn in the October 16, 1997 of the New York Times. Meggs also got the ball rolling by starting Teenset magazine for Capitol Records in 1964. Though Capitol’s interest in the magazine was to fade. The magazine was to feature the Beatles several times on the cover in it’s brief 5 year history.

Brown Meggs – Wikipedia

A few Teenset issues with the Beatles or a Beatle on the cover which I acquired for my personal collection over the years.

In support of one of author Allison Bumsted’s contentions, Teenset took a much more mature approach to the subject of “rock culture” and its impact on society than most music-centered magazines of the time that tried to appeal to merely adolescent-themed topics. The first issue shown below was from Feb. 1968, the same month the Beatles recorded the fabulous song, “Across the Universe.” As a first generation fan, I remember purchasing this magazine in a local pharmacy’s magazine section and loving the changes the Beatles were going through with their music and the colorful presentation of the entire counter-cultural movements that were also occurring in society at this time. Maybe I was in the minority but I preferred magazines like Teenset that were more information-based rather than the more hero-worship coming of age type of magazines like 16 and Tiger Beat.

SAMPLE ISSUES OF THE BEATLES ON THE COVER OF TEENSET

A few samples of Teenset covers featuring the Beatles or a Beatle. Like Allison I have copies of these issues in my own personal magazine collection!

This cover was the inspiration for Allison’s Teenset book. You can see the similarities of the book cover at the beginning of this post:

A special Teenset Yellow Submarine issue from 1968:

Paul’s consistent fascination with drumming is exhibited with this cover of Teenset from August of 1967:

Allison Bumsted has pointed out in her interview with Ruth and Angie that John and Yoko were reading this issue of Teenset in the Peter Jackson Get Back film. This was probably the last Beatles-related cover of the magazine that was issued:

The July 1968 issue of Teenset featuring RIngo on the cover:

The November 1967 issue of Teenset. Features a photo from the “All You Need is Love” Our World program photo session, one of the first satellite broadcasts in the world. In another post on this blog, I have posted a beautiful signed and inscribed photo from photographer David Magnus who was the photographer that the Beatles hired for this special event.

Paul on the cover from the May 1968 issue. There is also an article on Scaffold in this issue. Paul’s brother Mike was in Scaffold:

Paul also appeared on the cover of the April 1968 issue:

TEENSET-A SPECIAL SEARS EDITION ISSUE FROM 1967:

This was a very difficult issue of the magazine for me to find for my collection from December 1967:

January 1967 issue of Teenset. Ironically, the issue was from Jan. of 1967 and the Beatles retired from touring in August of 1966:

From Dec 1966-one of the earliest Beatles Teenset covers!

Another magazine with a Beatles connection that appears in Allison’s book:

In her analysis of other music based magazines of the time, Allison Bumsted attempts to compare the impact of various competing magazines of a corresponding time frame to understand their differing approaches to convey what was occurring in the culture of the time.

The evolution of Teenset:

Teenset was one of the most popular U.S. music magazines of the 60’s and by 1967 it had grown and evolved into a publication with a recipe of idealism and the anti-establishment feel of the flower power crowd, yet also maintaining the exuberance and enthusiasm of early teen fan magazines. Teenset, the magazine with the puzzling or misleading name changed it’s primary focus and name to AUM (America’s Underthirty Magazine) in April 1969.

This magazine cover appears in Dr. Bumsted’s Teenset book and is an issue of the magazine after the name transition. It is a Henry Diltz photograph of an AUM magazine cover from July 1969. The photograph in the Teenset book was used with the permission of Scholastic Inc in Allison Bumsted’s book. It features an article about “The Fool”, the Dutch based group of artists who were well known for their painting of the Apple Clothing Boutique on Baker Street in London. They were also being considered to be the designers of the inside cover fold-out of Sgt Pepper. Later the Beatles changed their mind and used a group photo in the Pepper fold-out instead. I believe the Diltz photo is of an original Fool painting design. These type of magazines were now dealing with significantly more adult topics than what were previously considered as typical teenage fare.

Copies of Allison’s book are readily available for purchase on Amazon and many other booksellers such as Barnes and Noble, and such book search services such as Abe Books. The direct link to the publisher-the University Press of Mississippi is provided below:

In my opinion you will enjoy this title very much!

“TeenSet, Teen Fan Magazines, and Rock Journalism: Don’t Let the Name Fool You!” By Allison Bumsted

Published by: University Press of Mississippi

TeenSet, Teen Fan Magazines, and Rock Journalism | University Press of Mississippi

FEEDBACK?

Would like to hear your comments concerning your knowledge or awareness of the important contributions of women to the magazines that helped to document and chronicle popular culture over the years. In your opinion is there a gender specific difference in the way male authors and writers approach the study of popular culture as compared with a female perspective of the same subject matter?

Would love to hear your opinions or perspectives….

Be healthy and be happy!

Buzz

NME – SEPT 12, 2009 ISSUE

Your comments and interactions on the blog posts are strongly urged and encouraged. Participation makes for a more exciting, informative, and (being involved) interactive medium. We look forward to you sharing your own personal Beatles wisdom and knowledge!!! Thank you!

John Bezzini

This post has some overlap with an earlier post that I did on the blog dealing with the marketing campaigns that promote Beatles magazines that have cover variations designed to enhance sales and to encourage multiple purchases of the same issue of a magazine. Some collectors welcome this. Others despise the practice. I have to be honest with you. I often substitute better financial judgment with a completist collector’s mentality. This judgment does not extend to all cover variations differences though. For example, I refuse to collect multiple vinyl color variations of an LP release by any of the Beatles. In that circumstance, I cry out for new material instead of rehashing the old!

The dilemma faced by the magazine/ print industry is that newspapers, magazines, and books face serious challenges from internet, phone, and computer technology to greatly reduce the impact of any print media on the culture. Many print media are facing extinction, bankruptcy or simply fading into oblivion. Environmental issues have also stepped into the picture as the cutting down of trees to secure paper products is sneered at by many individuals and groups.

This trend is a continuation of what is also happening with the music industry where streaming has become the main (stream) source of sound and profits rather than physical media like CDs, DVDs, or vinyl records. Well, I am in the minority as to me there is no substitute for holding a book or magazine in my hands in a warm living room tactfully (yes a pun on tactile) turning the pages rather than having my eyes fixated or mesmerized on a screen before me.

Using the same logic, I could never purchase groceries Online as I would want to personally view and examine what I was buying to consume!!!

Collecting print material has its own unique qualities that are not all positive though:

Marketing strategies based on past successful campaigns can promote such practices as reissuing the same magazine with different covers or issuing the same magazine with a couple of extra pages but advertising it as a completely new issue.  

The completist mentality:

Often magazine publishers through demographic and previous sales analysis determine that certain iconic figures like the Beatles seem to sell more copies of a particular magazine so they repeatedly use the Beatles on the cover to sell more copies of the magazines. Sounds like a good business proposition

Here is an example of a successful campaign as it applies to my personal collection.

New Musical Express (NME), a UK music magazine, in September of 2009, issued a Beatles campaign of 13 separate Beatles album cover issues containing the same content within. Other than the cover, the contents were the same. As an added incentive to collectors, they made one of the 13 issues (Magical Mystery Tour) as a limited edition of only 1,000 copies, appealing to the completist collector who needs to have ALL of the issues or face the psychological possibility of feeling they are missing out on something. Many if not most people decry this type of marketing strategy as they see it simply as a money-generating ploy meaning you are paying 13 times for the same content with the cover photo being the only difference.

Collecting and completist psychology does not always extend universally across specific types of collectibles. I have no personal desire to collect multiple color variations of the same vinyl release in order to possess the 250 color variations of a vinyl release. Print variations in books and magazines have a far greater appeal to me as a collector. One enticement marketers use in the sound collecting arena is when they include a single bonus track (not available elsewhere) in a package that forces you to repeatedly buy a very expensive package in order to secure that single bonus track. This strategy forces collectors to often buy multiple copies of the same album they already have several copies of in order to ensure having all of the variations of the recorded work by the artist.

THE NME – EVERY BEATLES ALBUM REVIEWED

The following represents a marketing strategy that was successful with yours truly. The 13 issues of NME featured below are from my personal collection. If someone were to ask me which one was my favorite issue of the 13, unsurprisingly, I would have to reply with the Magical Mystery Tour issue because of the limited number of copies printed of that issue. Was I being manipulated by the publishers? Most likely, yes, but it was a decision I readily made which pleased me at the time and I do not regret it. However I am fully cognizant that some of you viewing this will say that I wasted my money. Also being retired now and on a fixed income, I need to be more judicious about where funds are outlaid.

Hope you enjoy the various covers of this September 2009 issue of New Musical Express:

MOJO MAGAZINE

Also in my print collection:

MOJO Mag UK July 2001-Four different cover variations of the same issue of the magazine:

My favorite separate cover of the same magazine was a foreign issue of Rolling Stone Richard Avedon Beatles covers

A SPECIAL BEATLES RARITY FROM SPAIN

A few years ago, my good friend Jordi Melgosa from Spain was able to inform me of a Beatles rarity only available in his native country. He told me that the Richard Avedon Beatles photos only appeared as a set on the cover of Rolling Stone in Spain. The same dated issue would have each Beatle pictured on the cover. It was a great marketing scheme because if you wanted the complete set you would need to buy 4  copies, assuming they had all 4 Beatles covers in stock.

Jordi also said that the most difficult cover to find in the set was the Ringo cover. I asked him if he could locate a set for me to purchase for my collection. He had no trouble finding John, Paul, and George, but like he had said, it was a considerable amount of time before he was able to find the Ringo cover. After he had completed the set, I paid him for the issues, and he mailed them to me in the States. I will always be grateful to him for his kindness, his persistence, and  the courtesy of making me aware of this special rarity!

UNCUT MAGAZINE

Recently, a friend of mine from the UK, Seamus Hayes informed me of another marketing strategy for Beatles-related magazines. This is a recent issue ‘The Ultimate Music Guide of the Beatles” issued by UNCUT magazine in the UK. It is in magazine format with a picture on the cover taken from the Beatles Mad Day Out photography shoot from 1968.

The magazine which is large at 172 pages has many beautiful photos and is impressive. This is followed by a unique strategy aimed directly at Beatles collectors. Uncut magazine decided to take their Ultimate Music Guide of the Beatles and print 2 hardcover editions with much of the similar content that also appears in the magazine with the Mad Day Out cover, one with a red background and one with a blue background featuring two different early Beatles photographs.

The size of the magazine and books are also not identical. My psychological justification for getting all three was now complete as being in hardback format, I was now securing two more hardcover Beatles books for the collection. Furthermore, it was another collector oddity that I enjoy. A book and magazine combination. I know that many if not most of you feel that I am wasting my money, but none of us is going to take it with us. Also, a collector needs only to justify to themselves what they buy. Living in the States, I was cursing at the international postage costs but Seamus Hayes, my collecting buddy in the UK has helped me significantly in helping me deal with this situation. As fellow collectors we help each other out in our collecting obsession! A mutually beneficial situation, indeed!

MAGAZINE/BOOK MARKETING STRATEGY:

Here is the 2024 magazine put together by Uncut magazine in the UK:

Hardcover book- the blue cover version of the above magazine

Hardcover book- the red cover version of the above magazine with a different photo:

TV Guide – Nov. 11-17, 2000

All 5 covers that were marketed separately and also as a package containing the rare White Album cover issue of the magazine:

TV Guide Week of August 14-20, 2005–the Shea Stadium cover variations

READER”S DIGEST COVERS FROM: A rare set of Reader’s Digests from Australia from Dec of 2005

My favorite set of TV Guide covers.

This is a rare set from Mexico of their equivalent of TV Guide Magazine manufactured in 1973 with the White album photos:

In closing, for those collectors out there, what particular collecting peculiarities do you have in your own collecting pursuits? How do you personally approach your own collecting habits or interests? Do you dislike completist collectors? If so, why?

Thanks for your input!

Happy hunting!

JOHN “BUZZ” BEZZINI

DISCOVER MORE GREAT BEATLES BOOKS AT THE BEATLES BOOKSTORE