If I could visit any place and time in history, among my choices would be Paris around 1960. It was a time of great societal tension, with events in colonial Algeria at the forefront of events. But it was the time of the nouvelle vague, the nouveau roman and jazz music, and it was a golden era for cycle racing.
I have a copy of Pilote magazine from April 1961, and a copy of Look-In from June 1981. 20 years and La Manche separate these publications, and while there are similarities, the differences are interesting.
The two magazines are not, it becomes clear, doing exactly the same thing, so this cannot be a direct comparison. Look-In was marketed specifically as the “Junior TV Times“, and to that end its features, weekly TV listings and (often superb) comic strips are ITV-centric, though with strong features on pop music and topical sporting events it was more than just a listings magazine. But as the product of a commercial broadcaster, at root it’s selling things.
Pilote is a more educational publication, a mash-up of Look-In‘s strips and World of Knowledge or Look and Learn‘s historical and scientific features, and is therefore far more Reithian (or whatever the French equivalent is) in it’s outlook. It reflects the post-war optimism: many of the features are on expanding horizons (the space race1, futuristic car designs, the spread of the American railroad in the 1860s). There’s a two-page illustrated retelling of the death of Charles the Bold (Charles le Téméraire), and a colour spread across the centre pages detailing the Zeebrugge Raid in April 1918. Outside the femmes fatale or damsels in distress of the comic strips, I’m not sure there are any females, though.
The adverts are by and large for edifying things such as Caran d’Ache pencils2; stamps; a map of Europe with stick-on flags; cameras and watches. There’s a puzzle page with chess problems and spot-the-difference. But to leaven this somewhat worthy mixture there are comics, as only continental Europe can do them.
For, if Pilote is known outwith the Francophone world, it’s as the birthplace of Asterix the Gaul. I love Asterix: I did when I was a kid, and now my son reads the books I enjoy them all over again, getting so many jokes and references that went over my 10-year-old head. They’re funny and clever and beautifully drawn.
Alas, the creative team of Goscinny and Uderzo were between adventures in my copy. Their other contribution – Jehan Soupolet (also known as Jehan Pistolet) a pirate story whose Uderzo artwork is far sparser and rougher than his lovingly detailed work for Asterix – is some consolation, but evidently behind the scenes they were working on Asterix and the Goths, serialisation of which would begin the following month. Goscinny also illustrates Tanguy et Laverdure, an (I assume) exciting air force pilot adventure series.
Away from comic strips, Goscinny’s droll Petit Nicolas stories (with thumbnails by Sempé), whose translations into English I enjoyed as a child, is one of the serialised stories along with “Alamo”, a cowboy tale: cowboys were hugely popular in the 50s and 60s, in France no less than the Anglophone world. But that was before we realised that the Indians were not, perhaps, the baddies after all…
Asterix wasn’t the reason I bought this issue, though: the cover star Rik Van Looy was.
Another love of mine is the cycling culture of Belgium. Flanders (the northern, Dutch-speaking part) is obsessed with bikes and bike racing. The greatest cyclist ever is a Belgian, Eddy Merckx3. But before Merckx, one of the sport’s biggest stars was another Belgian, Van Looy: “The Emperor of Herentals”. I saw this copy on ebay and wanted to a taste of the contemporary coverage of Van Looy’s career; a period artefact.
Van Looy, a stocky sprinter who therefore lacked the physiology that would allow him to compete with the best in the high mountains, never won the Tour de France but, crucially, is still the only man to have won every major one-day “classic” race. He was world champion three times, and the Pilote cover shows him resplendent in the world champion’s rainbow jersey. It was the photo that attracted me: the faded colour and the texture of the image so evocative of the early 1960s.
The photo is slightly misleading, though: I expected a major interview with the Emperor, but instead there’s a report on his recent Paris-Roubaix victory and a quick recap of his career. With a reference which dates the magazine perfectly, Van Looy is described as “the H-bomb of cycling”. The sport was a big draw in France at the time4, and at least two other Pilote covers from 1961 show famous cyclists, so his appearance on the cover was clearly a big draw. Presciently, another Belgian is the other feature on the sports page, where a long international career is (correctly) predicted for the 17-year-old footballer Paul Van Himst, who would play for the Red Devils until 1974.
There are no doubt dozens of references that fly over my head because of cultural differences (and my limited French). I’m sure Pilote triggers all sorts of nostalgic memories in a certain demographic of French baby-boomers, in the way Look-In does for me, as I’ve mentioned before. Nostalgia is fed by the recovered memory of ephemera such as these magazines.
This particular copy of Look-In is from June 1981. Technological advances are no doubt partly responsible for the greater use of colour and higher production values than Pilote (though the paper Look-In is printed on is flimsier).
Despite this, the headline sounds a weary note – “James Bond is back – again!” – as if pitying poor old Roger Moore having to creak his eyebrow into gear once more in For Your Eyes Only. The promised “colour feature” amounts to an extended promo piece, with some photos and a list of all the previous Bond films to date. A cut-out-and-blu-tac-to-your-wall (and I did) “Collect-a-Page” later in the issue has Moore as its focus, and I remember being stunned at the time to learn that he was 52.
Elsewhere, there are plenty of comic strips. First up is The Elvis Story, mercifully only a page long and while beautifully illustrated, as I mentioned here, quite how much the King would resonate with a readership keen for Toyah, Adam and the Ants, and Spandau Ballet is unclear. Worzel Gummidge’s hapless adventures get a two-page b&w spread, as does the period drama Smuggler, in which buckles are swashed and swash is buckled.
CHiPS and (my favourite) Buck Rogers both get the colour treatment. Surely IPC or whoever owns the rights could release a compendium of these strips: the old Daily Express James Bond, Modesty Blaise, etc. have all been compiled, and The Beatles Story from Look-In was itself smartly repackaged recently (see link above). Some of the strips lasted only a few months and so probably don’t merit a stand-alone volume each, but a Look-In comic compilation would certainly sell to a certain demographic (me).
There are competitions – conspicuous by their absence from Pilote, and no doubt reflecting the commercial background of Look-In – and reader celebrity photos, fan club information, factoids and quizzes. There’s even a recipe for scones. The feel is a snappier publication geared to shorter attention spans than Pilote. Pilote‘s age target was 10-15, and I suspect Look-In‘s was slightly younger (I was 7 in 1981 but I suspect it was aimed at 9-13 or so).
As for sport, Wimbledon gets the 4-page centre feature, with a hero/villain piece about John McEnroe and a brief history of the tournament. I remember a copy which previewed the Milk Race, which would have been my first exposure to cycle racing. It would have appeared as a one-off, as neither editors nor readers would likely have had the knowledge of the sport that a continental reader would have possessed.
The closest to Europe Look-In comes is in a feature about – and two-page strip featuring – those little blue Belgians, the Smurfs, though any hint of their Euro-ness is absent. And I think that’s the interesting thing about the difference between these publications. Look-In, for all the fond recollections I have of it, is a strikingly parochial magazine; entirely anglocentric, yes, and as an ITV publication it doesn’t even mention TV coverage of Wimbledon (which would, of course, have been on BBC). Look-In contains no news – even in a safe, kid-friendly form – other than whatever is current in pop and TV. Pilote, by comparison, is a publication that looks beyond the hexagon of France to other countries and, indeed, space (a realm which, after the end of the Apollo program, was largely left to space opera rather than as a destination for mankind’s future).
I admitted earlier that I’m comparing apples et des oranges, and I know I’m stretching a point, but it’s telling that French kids (albeit of an earlier generation – what Pilote was like in 1981 I don’t know) were absorbing developments from across the world, while in the ever-insular UK we were – pardon the pun – just being fed Bucks Fizz.
1 Yuri Gagarin’s Vostok flight took place the week before and features as news on page 2.
2 Amusingly, the advert for this shows a cross-hatched map of Europe which misses the UK entirely.
3 Merckx has a cameo in Asterix in Belgium, though it was 20 years before I realised: my interest in Asterix probably waned a little before I discovered the Tour de France.
4 Despite the popularity of the Tour, it’s decades since the sport in general was held in such high regard in France.