- Flo Steinberg
Florence "Flo" Steinberg is an American
publisherof one of the first independent comic books, the underground / alternative comicshybrid " Big Apple Comix", in 1975. Additionally, as the secretary for Marvel Comicseditor Stan Leeand the fledgling company's receptionist and fan liaison during the 1960s Silver Age of Comic Books, she was a key participant of and witness to Marvel's expansion from a two-person staff to a pop cultureconglomerate.
As of 2007, Steinberg, who has appeared in fictionalized form in Marvel Comics, speaks at
comic book conventionsand has been the subject of a magazineprofile.
Early life and career
The daughter of a taxi-driver father and a public-
stenographermother, Flo Steinberg was raised in the Dorchester and Mattapanneighborhoods of Boston, Massachusetts, United States. There she attended Roxbury Memorial High School for Girls, serving a term as president of the student council. Steinberg graduated from the University of Massachusetts Amherstwith a liberal artsdegree in 1960, having majored in Historyand rushing Sigma Delta Tau sorority. Afterward, while working as a service representative for the New England Telephone Company in Boston, she was a volunteer on Ted Kennedy's first U.S. Senatorial campaign. After moving to New York Cityin 1963, Steinberg additionally worked "in a minor way" [Flo Steinberg interview, " Comic Book Artist" #18 (April 2002), p. 9-B] for Robert F. Kennedy's Senate bid.
In the career-girl fashion of that era, Steinberg spent some months living at a
YWCAand job-hunting through employment agencies. "After a couple of interviews, I was sent to this publishing company called Magazine Management. There I met a fellow by the name of Stan Lee, who was looking for what they called then a 'gal Friday'.... Stan had a one-man office on a huge floor of other offices, which housed the many parts of the magazinedivision.... Magazine Management published Marvel Comicsas well as a lot of men's magazines, moviemagazines, crossword puzzlebooks, romance magazines, confession magazines, detectivemagazines.... Each department took turns, one day a week, covering the switchboard...when the regular operator took her lunch break." ["Comic Book Artist" #18, pp. 9-B to 10-B]
Marvel Comics in the Silver Age
Marvel's only staffers at that time were Lee and Steinberg herself, the rest of the work handled freelance. De facto production manager
Sol Brodsky"would come in and set up an extra little drawing board where he would do the paste-ups and mechanicals for the ads". She recalled that the "first real Bullpen" — the roomful of artists at drawing boards making corrections, preparing art for printing, and, as envisioned later within Marvel's letter pages and "Bullpen Bulletins", a mythologized clubhouse in which the likes of Lee, Jack Kirby, Steve Ditko, Don Heckand others would be found kibitzing — was created when Marvel moved downtown a few buildings from 655 Madison Avenue to 635 Madison Avenue (with Magazine Management at 625, the formal address found in the comics' indicia). "Stan finally had his own office. There was a big space with windows where I was, and Sol Brodsky, now on staff, had his own desk"." Comic Book Artist" #18, pp. 10-B] Among the first Bullpen staffers, Steinberg recalled, were Marie Severinand Morrie Kuramoto, followed by John Verpoortenand Herb Trimpe.
The all-purpose Steinberg — given the sobriquet "Fabulous Flo", in the manner of many other Marvel Comics endearments — said that she "became so overwhelmed with the fan mail and the
Merry Marvel Marching Societyfan club that Stan started. There was just so much work! I need extra help and had gotten this wonderful letter from a college girl in Virginiaby the name of Linda Fite. She came up and was hired to help me out, though she eventually went on to do writing and production work".
Steinberg became exposed to the underground comix scene after meeting and becoming friends with
Trina Robbins, who had come to the Marvel offices to interview Lee for the " Los Angeles Free Press" alternative newspaper. Through her, Steinberg became acquainted with contributors to the New York City alternative paper the East Village Other, and met such underground cartoonistsas Kim Deitch, Art Spiegelman, and Spain Rodriguez.
Years later, a fictionalized Steinberg starred alongside Lee, Kirby, and Brodsky — all transformed into a Marvel Bullpen version of the Fantastic Four — in the alternate-reality comic "What If" vol. 1, #11 (Oct. 1978). Written and drawn by Kirby, the odd tale featured Steinberg as the character then called the
Steinberg left Marvel in 1968. "I was just tired. The last years were so long because the fan mail was overwhelming. Bags of it would come in, and all the letters had to be acknowledged" ["
Comic Book Artist" #18, pp. 18-B] . The position itself, even after five years, was not particularly well-paid, and as Steinberg quit after not receiving a $5 raise. [ [http://www.twomorrows.com/media/AE70Preview.pdf "Alter Ego" #70 (July 1970): Roy Thomas interview, p. 3] : "Flo Steinberg quit in the late'60s because she couldn't get a $5 raise, because [publisher Martin] Goodman felt secretarialpositions paid a certain salary and not a penny over that".] Marie Severin, recalling the day of Steinberg's going-away party, observed in 2002: "I think the stupidest thing Marvel ever did was not give her a raise when she asked for it because she would have been such an asset to have around later because she's so honest and decisive. ... I was thinking, 'What the hell is the problem with these people? She's a personality. She knows what she's doing. She handles the fans right. She's loyal to the company. Why the hell won't they give her a decent raise? Dummies.'" [Marie Severin interviewed about Flo Steinberg, "Comic Book Artist" #18, p. 25-B]
Steinberg went to work for the
American Petroleum Industry, leaving when that trade grouprelocated to Washington, D.C.. She moved to San Francisco, California, in the early 1970s, and later to Oregonbefore returning to New York City to head the Captain Company, the mail-order division of the horror-comics magazine firm, Warren Publishing. She spoke at a 1974 New York Comic Art Conventionpanel on the role of women in comics, alongside Marie Severin, Jean Thomas (sometime-collaborator of then-husband Roy Thomas) and fan representative Irene Vartanoff [cite news | title=Cons: New York 1974! | publisher= | work=The Journal Summer Special | date=1974 (fanzine published by Paul Kowtiuk, Maple Leaf Publications; editorial office then at Box 1286, Essex, Ontario, Canada N0R 1E0) | author=Lovece, Frank]
In 1975, Steinberg published "Big Apple Comix", a seminal, historically important link between underground comix and modern-day independent comics, with contributors including such mainstream talents as
Neal Adams, Archie Goodwin, Denny O'Neil, Al Williamson, and Wally Wood.
In the 1990s, Steinberg returned to work for Marvel as a proofreader, succeeding
Ultimate Fantastic Four" #28 (May 2006), writer Mark Millaradded a brief tribute to Steinberg. She serves as the secretary to President Thor on an alternate-universeEarth populated almost entirely by superheroes. She warns the Human Torchnot to burn the rug, to which he replies, "I know, I know. No need to be such a nag, Miss Steinberg".
Journalist Robin Green, "
Rolling Stone", 1971:
* [http://www.dograt.com/2007/09/23/the-mmms-records-remastered/ Merry Marvel Marching Society record] , includes voice of Flo Steinberg [Alternately available at [http://web.archive.org/web/19960101-re_/http://22.214.171.124/~dogatco/mmms/mmms65.mp3 WebArchive.org: Merry Marvel Marching Society] ]
* [http://www.enjolrasworld.com/Richard%20Arndt/The%20Early%20Independents.doc "The Early Independents", by Richard J. Arndt: (PDF)] and [http://126.96.36.199/search?q=cache:hDdVyElcpzgJ:www.enjolrasworld.com/Richard%2520Arndt/The%2520Early%2520Independents.doc+%22big+apple+comix%22+%22flo+steinberg%22&hl=en&gl=us&ct=clnk&cd=6 HTML]
* [http://www.silverbulletcomicbooks.com/bhoc/102800551055842.htm Brevoort's History of Comics: "What If" #11 (Oct. 1978)]
* "Special Fabulous Flo Steinberg Celebration", "
Comic Book Artist" #18 (April 2002) (offline)
* Interview with Flo Steinberg, "Comics Interview" #17 (Nov. 1984) (offline)
* "Interview with the Invisible Woman, Flo Steinberg", "Jack Kirby Collector", #18 (Jan. 1998), p. 45-46 (offline)
* [http://sirrealcomix.mrainey.com/page/b/BigAppleComix-1.htm Sir Real's Underground Comix Classic: "Big Apple Comix"]
* [http://www.dograt.com/mmms.htm Face Front! You're on the Winning Team!] (photos of Flo Steinberg)
* "The Great Women Superheroes", by Trina Robbins (Kitchen Sink Press, 1996); index entries, pp. 129, 133.
* "Women and the Comics", by Trina Robbins and Catherine Yronwode (Eclipse Books, 1985); index entry, p. 104
* "Marvel: Five Fabulous Decades of the World's Greatest Comics", by Les Daniels (Harry Abrams, 1991); index entries, pp. 103-105, 107, 128.
* "Jack Kirby Tribute", "
The Comics Journal" #167 (April 1994), p. 1-19. Brief tributes by many comics professionals, including Steinberg
* Letter-to-the-editor, "Inside Comics" #2 (Summer 1974)
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