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Walking Corpses & Conscious Plants: Possibilist Ecologies in ...

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B<strong>in</strong>gham 26<br />

also produced Popular Comics <strong>in</strong> 1936 and The Comics <strong>in</strong> the follow<strong>in</strong>g year (ibid).<br />

Unlike these publications which featured repr<strong>in</strong>ts, dur<strong>in</strong>g this period Wheeler-Nicholson's<br />

company released More Fun and New Comics which conta<strong>in</strong>ed all new material. Only<br />

one other firm, called Comics Magaz<strong>in</strong>e Company, was compet<strong>in</strong>g with National Allied<br />

Publications' strategy of issu<strong>in</strong>g material which had not already been released. Run by<br />

William Cook and John Mahon, Comics Magaz<strong>in</strong>e Company revolutionized the<br />

production of comics' content by procur<strong>in</strong>g material from the factory like comic art shop<br />

run by Harry A. Chesler (ibid). Here artists and writers worked for weekly salaries and<br />

used assembly-l<strong>in</strong>e style methods of piece by piece collaboration to turn out stories<br />

cheaply and quickly. Even with this cost efficient bus<strong>in</strong>ess model, National Allied<br />

Publications struggled f<strong>in</strong>ancially. In an effort to combat these fiscal setbacks Wheeler-<br />

Nicholson forged a partnership with his pr<strong>in</strong>ter, Harry Donenfeld, to whom he was <strong>in</strong><br />

debt. Through this merger, the company became Detective Comics, Inc. Its first issue<br />

was released with the cover date of March 1937 (Harvey, The Art 18). As the first<br />

s<strong>in</strong>gularly themed comic book, the publication <strong>in</strong>spired Wheeler-Nicholson to pursue a<br />

similar venture called Action Comics. Ultimately this title would achieve monumental<br />

success by publish<strong>in</strong>g Shuster and Siegel's story, Superman, <strong>in</strong> 1938; but, this was not<br />

before Donenfeld forced Wheeler-Nicholson out of DC's ranks (ibid).<br />

Alternately, Ga<strong>in</strong>es' <strong>in</strong>novative sales strategies propelled him onto the fast track to<br />

success. Work<strong>in</strong>g with Jack Liebowitz and Harry Donenfield on another of his ventures,<br />

Ga<strong>in</strong>es began publish<strong>in</strong>g new material for All-American Publications <strong>in</strong> 1938. While<br />

Ga<strong>in</strong>es worked for All-American, the company was responsible for releas<strong>in</strong>g titles like<br />

William Moulton Marston's Wonder Woman <strong>in</strong> 1942, written under the pseudonym

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