I recently took one phase of this subject—the influence of commercialism on art—up with young Finlay, the brilliant new WT artist, who thought Grandpa was too severe on the editorial rats who have gnawed most of the merit out of the coming crop of writers. Finlay thought that the obstacles put in the way of good writing form a stimulating “challenge” . . . . . God! As if the ruthless discouraging of true merit & systematic encouragement of cheap & tawdry charlatanism had anything beneficial in it! As I told Finlay, the “challenge” offered by commercialism is not the true challenge of harder conditions in the right line of development, but is simply a demand for aesthetically harmful departures from the right line of development. What is valued & insisted upon by commercial editors is precisely what has no place whatever in authentic literary expression. Whoever consents to aim for tawdry effects demanded by commerce, is deliberately checking & perhaps permanently injuring his ability in an effort to achieve certain cheap results alien & antagonistic to literature. The literary ruin of brilliant figures like Long, Quinn, Price, Merritt, & Wandrei speaks for itself. No really fine story would ever be accepted by a modern pulp editor if submitted without the name of a prominent author. I have no hesitancy in saying that “The Willows”, anonymously submitted, would draw a rejection slip from every penny-dreadful editor in England & America combined. When a half-decent story does get printed in a pulp magazine, it is generally because of some irrelevant element wholly unrelated to its real merit. The really best stories of the same author would be promptly rejected—as the experience of Klarkash-Ton eloquently proves. The one effect of commerce on the writer is to make him stop trying to write good stuff & begin trying to tailor trash to order in conformity with some cheap & anti-artistic formula. This is no proper challenge. The real challenges are those offered by the various problems of aesthetic expression—the problems of achieving this or that different effect in genuine artistry. Concrete embodiments of these real challenges are things like Nobel & Pulitzer Prizes, & the standards set by “quality” magazines & the more substantial & dignified publishing houses . . . standards based on intellectual reputation, not on sales. Those, of course, are a far cry from rampant commercialism. That, indeed, is an unmitigated evil which has ruined more potential authors than any other single influence. It is useless to point out that a few tremendously vigorous authors like Two-Gun Bob do somehow find a way to circumvent commercialism in part, & to get a few good stories published in spite of Mammon-standards. Even in this case a cruel waste of energy & ability—which might have gone into aesthetic creation—is involved, & the net output of the author is just so much less excellent than it would have been in the absence of commercial pressures. . . .
DESCRIPTION: In a letter to fellow writer C. L. Moore, Lovecraft criticizes the commercialism of the publishing industry, which encourages writers to conform to a “cheap & anti-artistic formula.”
CITATION: Lovecraft, H. P. “To C. L. Moore.” 20 Oct. 1936. Letters to C. L. Moore and Others. Edited by David E. Schultz and S. T. Joshi, Hippocampus Press, 2017, pp. 175-85.
Well—take Bob Howard. There’s a bird whose basic mentality seems to me to be just about the good respectable citizen’s bank cashier, medium shopkeeper, ordinary lawyer, stockbroker, high school teacher, prosperous farmer, pulp fictionist, skilled mechanic, successful salesman, responsible government clerk, routine army or navy officer up to a colonel, etc. average—bright and keen, accurate and retentive, but not profound or analytical—yet who is at the same time one of the most eminently interesting beings I know. Two-Gun is interesting because he has refused to let his thoughts and feelings be standardised. He remains himself. He couldn’t—today—solve a quadratic equation, and probably thinks that Santayana is a brand of coffee—but he has a set of emotions which he has moulded and directed in uniquely harmonious patterns, and from which proceed his marvelous outbursts of historic retrospection and geographical description (in letters), and his vivid, energised and spontaneous pictures of a prehistoric world of battle in fiction …. pictures which insist on remaining distinctive and self-expressive despite all outward concessions to the stultifying pulp ideal. It is, therefore, piquant and enjoyable to exchange ideas with Two-Gun or to read his stories. He is of about the same intelligence as Seabury Quinn—but Yuggoth, what a difference!
DESCRIPTION: In a letter to his friend Kenneth Sterling, Lovecraft describes his impression of Robert E. Howard and his writing.
CITATION: Lovecraft, H. P. “To Kenneth Sterling.” 14 Dec. 1935. Lord of a Visible World: An Autobiography in Letters. Edited by S. T. Joshi and David E. Schultz, Ohio University Press, 2000, p. 253.
In accordance with your suggestion I am re-submitting “The Call of Cthulhu”, though possibly you will still think it a trifle too bizarre for a clientele who demand their weirdness in name only, and who like to keep both feet pretty solidly on the ground of the known and the familiar. As I said some time ago, I doubt if my work—and especially my later products—would “go” very well with the sort of readers whose reactions are represented in the “Eyrie”. The general trend of the yarns which seem to suit the public is that of essential normality of outlook and simplicity of point of view—with thoroughly conventional human values and motives predominating, and with brisk action of the best-seller type as an indispensable attribute. The weird element in such material does not extend far into the fabric—it is the artificial weirdness of the fireside tale and the Victorian ghost story, and remains external camouflage even in the seemingly wildest of the “interplanetary” concoctions. You can see this sort of thing at its best in Seabury Quinn, and at its worst in the general run of contributors. It is exactly what the majority want—for if they were to see a really weird tale they wouldn’t know what it’s all about. This is quite obvious from the way they object to the reprints, which in many cases have brought them the genuine article.
DESCRIPTION: In a letter to editor Farnsworth Wright, Lovecraft differentiates between his tales of supernatural horror and the superficially weird tales popular with readers.
CITATION: Lovecraft, H. P. “To Farnsworth Wright.” 5 July 1927. Lord of a Visible World: An Autobiography in Letters. Edited by S. T. Joshi and David E. Schultz, Ohio University Press, 2000, pp. 208-10.