DRAG RAGS: EARLY 1967 – WAR OF EARLY INDEPENDENTS ENDS
by
Bobby Bennett
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Publisher’s Note: Duplicate issues of most drag rags & mags are now available from the Wallace Family Archives (hrd.dave@gmail.com).
From a peak of four independent national weeklies publishing simultaneously from southern California the previous year, this 1967 season opened with just two survivors: Doris Herbert’s dominant Drag News, the long-established “Drag Racer’s Bible” (est. 1955), and sophomore challenger Drag Digest, now tagging itself as the “Drag Racer’s New Testament.”
It wasn’t much of a race, in hindsight. After briefly increasing ad pages in the wake of mid-1966’s back-to-back Drag Sport Illustrated shutdown and Drag World sale to AHRA, the promising newcomer increasingly showed signs of desperation as this season unfolded. Circulation claims grew wilder, less believable. Front-page headlines grew larger, more sensational. Subscriptions were offered “on credit.” Founding publisher J.L. Sutton moved down the masthead one spot, signaling some sort of bailout by the unknown new guy.
Most telling was Drag Digest’s shrinking package size: down from an industry-high 64 standard-sized pages in 1966 to as few as six oversized pages now, padded with large photos. Whereas Doris Herbert had built up a network of reliable contributors and columnists across North America, plus year-’round advertisers, a rainy SoCal weekend was disastrous for a fledgling competitor relying almost entirely on race reports, pictures, and results-based advertising from that one region. When it rained, it poured—empty space. The last issues in our archive carry June 1967 cover dates.
There was no shortage of tabloid entertainment these first six months, however. Funny Cars were exploding interest in drag racing, attracting a new generation of fans, while the Top Fuel faithful clung to the traditional Kings of the Sport and doorslammer followers still thrilled to supercharged gassers aplenty. Readers could also count on both surviving independent weeklies for days-old rumors, gossip, controversies, and insider humor that couldn’t be matched by slick magazines arriving six-to-eight weeks later. We hope you enjoy these few examples, and that you’ll return for the rest of the story of 1967. Our next installment is devoted to this summer’s grand opening of Orange County International Raceway and its most-famous innovation: the Manufacturers Meet.
Since our inception, we have been passionately dedicated to delivering the most accurate, timely, and compelling content in the world of drag racing. Our readers depend on us for the latest news, in-depth features, expert analysis, and exclusive interviews that connect you to the sport’s pulse.
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DRAG RAGS: EARLY 1967 – WAR OF EARLY INDEPENDENTS ENDS
To enlarge font for captions – Hold down CTRL button and push down + symbol on the numbers bar. Each time you press the + it will increase font size. To reduce size, hold down CTRL button and press –
Publisher’s Note: Duplicate issues of most drag rags & mags are now available from the Wallace Family Archives (hrd.dave@gmail.com).
From a peak of four independent national weeklies publishing simultaneously from southern California the previous year, this 1967 season opened with just two survivors: Doris Herbert’s dominant Drag News, the long-established “Drag Racer’s Bible” (est. 1955), and sophomore challenger Drag Digest, now tagging itself as the “Drag Racer’s New Testament.”
It wasn’t much of a race, in hindsight. After briefly increasing ad pages in the wake of mid-1966’s back-to-back Drag Sport Illustrated shutdown and Drag World sale to AHRA, the promising newcomer increasingly showed signs of desperation as this season unfolded. Circulation claims grew wilder, less believable. Front-page headlines grew larger, more sensational. Subscriptions were offered “on credit.” Founding publisher J.L. Sutton moved down the masthead one spot, signaling some sort of bailout by the unknown new guy.
Most telling was Drag Digest’s shrinking package size: down from an industry-high 64 standard-sized pages in 1966 to as few as six oversized pages now, padded with large photos. Whereas Doris Herbert had built up a network of reliable contributors and columnists across North America, plus year-’round advertisers, a rainy SoCal weekend was disastrous for a fledgling competitor relying almost entirely on race reports, pictures, and results-based advertising from that one region. When it rained, it poured—empty space. The last issues in our archive carry June 1967 cover dates.
There was no shortage of tabloid entertainment these first six months, however. Funny Cars were exploding interest in drag racing, attracting a new generation of fans, while the Top Fuel faithful clung to the traditional Kings of the Sport and doorslammer followers still thrilled to supercharged gassers aplenty. Readers could also count on both surviving independent weeklies for days-old rumors, gossip, controversies, and insider humor that couldn’t be matched by slick magazines arriving six-to-eight weeks later. We hope you enjoy these few examples, and that you’ll return for the rest of the story of 1967. Our next installment is devoted to this summer’s grand opening of Orange County International Raceway and its most-famous innovation: the Manufacturers Meet.
PREVIOUS DRAG RAGS
THE EARLIEST EDITIONS
BANS WERE BIG IN ’57
ISKY STIRS THE POT
DRAG RAGS OF 1960 – TRAGEDY, POPCORN SPEEDS AND A CAMSHAFT RIVALRY
DRAG RAGS OF 1961: CONTROVERSY STALKS NHRA
DRAG RAGS: 1959 – GARLITS GOES FROM ZERO TO HERO, TURNS PRO
DRAG RAGS: 1959, PART 2 — HOW THE SMOKERS BEAT THE FUEL BAN
DRAG RAGS OF 1962: GARLITS IS NO. 1, WALLY IS ALL GAS
DRAG RAGS OF 1963: FUEL IS BACK – OR IS IT? JETS RUN WILD
DRAG RAGS OF JAN.-JUNE 1964: INNOVATION WITHOUT LIMITATION
DRAG RAGS OF JULY-DEC. 1964: ZOOMIES PUSH THROUGH THE 200-MPH BARRIER
DRAG RAGS OF EARLY ’65: EXPLOSION OF WEEKLY PUBLICATIONS
DRAG RAGS OF JULY-DEC 1965: FUELERS, FUNNIES AND GASSERS APLENTY
DRAG RAGS 1965: TERRY COOK TELLS HOW THE WEEKLY SAUSAGE GOT MADE
DRAG RAGS: DRAG RAGS OF EARLY 1966: FUNNY CARS FLIP OUT, “SURFERS” STAR
DRAG RAGS: DRAG RAGS OF JUL.-DEC. 1966: FAILING NEWSPAPERS, PIONEERING FEMALES
DRAG RAGS: EARLY 1967 – WAR OF EARLY INDEPENDENTS ENDS
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Since our inception, we have been passionately dedicated to delivering the most accurate, timely, and compelling content in the world of drag racing. Our readers depend on us for the latest news, in-depth features, expert analysis, and exclusive interviews that connect you to the sport’s pulse.
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DRAG RAGS: EARLY 1967 – WAR OF EARLY INDEPENDENTS ENDS
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More Posts
Send Us A Message
Don’t miss these other exciting stories!
Explore more action packed posts on Competition Plus, where we dive into the latest in Drag Racing News. Discover a range of topics, from race coverage to in-depth interviews, to keep you informed and entertained.
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DRAG RAGS: EARLY 1967 – WAR OF EARLY INDEPENDENTS ENDS
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