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Atlas/Seaboard is the term that comic book historians and collectors use to refer to the short-lived line of comics published as "Atlas Comics" by Seaboard Periodicals, to differentiate it from Atlas Comics, a former name of Marvel Comics. The company was located at 717 Fifth Avenue in Manhattan, New York City.

Company creation

Marvel Comics founder and Magazine Management publisher Martin Goodman had retired from Marvel in 1972, having sold the company in 1968. He created Seaboard Periodicals in June 1974 to go head-to-head with Marvel and DC Comics — even insofar as hiring Marvel editor-in-chief Stan Lee's brother, Larry Lieber, as editor of the Atlas black-and-white magazines. Goodman additionally hired Warren Publishing veteran Jeff Rovin to edit the color comic-book line, which soon fell under Lieber's editorship. Steve Mitchell was the production manager on the comics, while John Chilly was the art director on Goodman's line of magazines.

As Lieber recalled in a 1999 interview *:

Creators'-rights pioneer

Atlas/Seaboard offered some of the highest rates in the industry, plus return of artwork and creator-ownership of characters. These relatively luxurious conditions attracted such top names as Neal Adams, Steve Ditko, Russ Heath, John Severin, Alex Toth and Wally Wood, as well as such highly regarded up-and-coming talents as Howard Chaykin and Rich Buckler. More importantly, these benefits helped initiate eventual change in the virtually completely work-for-hire industry, in which artists and writers had no royalties, rights to characters, rights to their artwork and other rights routinely held in similar creative fields, such as book publishing and the music industry.

But when many of the titles emerged toward the end of 1974, most proved derivative and uninspired, according to critics at the time. Wholesale creative changes were implemented, with one observer coining the term "The Third Issue Switch." Chaykin's character the Scorpion, for example, started as a 1930s-style pulp adventurer, then in issue three was changed by a different creative team to a contemporary superhero with no relation to Chaykin's work. In issue four of The Phoenix, the protagonist tries to kill himself, only to be stopped by aliens who grant him a new costume and powers to become The Protector.

A total of 23 comics titles and five comics magazines were published before the company folded in late 1975. No title lasted more then four issues. Of the characters, Chaykin's Scorpion would inspire his Dominic Fortune at Marvel, and Rich Buckler's Demon Hunter would inspire his Devil-Slayer at Marvel.

Chip Goodman

Some reports at the time suggested Goodman was angered that Cadence, the new Marvel owners, had reneged on a promise to keep his son, Charles "Chip" Goodman, as Marvel's editorial director. Marvel and Atlas writer Gary Friedrich recalled: "I never really felt that * did it for that reason. I think he did it to make money and that he thought with Larry in charge and paying good rates that he could do it. Now, he probably wouldn't have minded if it would have taken a bite out of Marvel's profits, but I don't think it was done out of revenge. I think Martin was too smart for that. Marvel art director John Romita, however, believed, "Chip was supposed to take his place. But that part of it must not have been on paper, because as soon as Martin was gone, they got rid of Chip. That's why Martin started Atlas Comics. It was pure revenge.

Although Chip Goodman was also in charge of the Seaboard comics, he was a "lightweight" in making decisions about them, according to Rovin. * In Comic Book Artist #2 (Summer 1998), Roy Thomas recalled, "One of the problems was just being Martin Goodman's son. I don't think that Martin respected Chip very much-he put Chip in charge but would treat him with less than benign contempt in front of other people. Martin was a little cruel sometimes."

This father-son conflict was fictionallized by a Magazine Management staffer, Ivan Prashker, who wrote a short story with a thinly disguised, unflattering portrait of a character obviously based on Chip Goodman. When this story, "The Boss's Son," was published in Playboy (February, 1970), Prashker expected he might be fired because of the story, but that was not the case, as noted by Jon B. Cooke (Comic Book Artist #16): "What was the publisher's actual reaction to Prashker? The author was rewarded with his own editorship of a magazine as Martin was apparently more impressed that one of his staffers was published in the premier men's magazine than with any insult made to his son."

Other publications

Seaboard Periodicals also acquired the men's magazine Swank, which Chip Goodman continued to publish after the comics line ended.

Quote

Jim Steranko: "Goodman's David and Goliath strategy is insidiously simple and outrageous — possibly even considered dirty tactics by the competition — consists of] such * as higher page rates, artwork returned to the artist, rights to the creation of an original character, and a certain amount of professional courtesy".

Titles

Comics

 

This article is licensed under the GNU Free Documentation License. It uses material from the "Atlas/Seaboard Comics".

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