Apéritif magazine (1934-36) - issues, contents and media coverage

This start-up magazine based in Santa Barbara, headed by Emily von Romberg (later Tremaine) featured provocative content and produced national media coverage in just a two-year run. Why it stopped publication is not yet known, but may be wrapped in the southern California battle between Nazi pressure from Germany and Los Angeles (via the German Consulate) and anti-Nazi forces, aligned to Emily and her husband Max von Romberg.

R.J. Preece (ADP)
Art Design Publicity at ADC | 4 August 2021 | Updated 5 August 2021

Cropped view of page in Emily Hall Tremaine’s 1930s scrapbook showing multiple media coverage on her and her work at Aperitif magazine. In August 1935, Emily (von Romberg, previously) was threatened with a defamation claim; in response she staged—or agreed to— a photo-op, in which she scratched out the complaintant’s name and photo of remaining magazine copies. This was then reported by multiple media outlets. Her work might be considered a predecessor to Andy’s Warhol’s interest in multiple media coverage as exemplified with Marilyn diptych (1962), a work which Emily influenced.



Apéritif magazine - issues, contents and media coverage


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Material status: = online
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1934

Various newspapers, magazines and other sources

(c. 1934-). Various newspapers, magazines and other sources - search engines. (4 August 2021.)

1934 - magazine issue, Aperitif

(November 1934). Aperitif magazine, (issue 1,1). (Viewed 5 August 2021. P02186).

1934 - magazine issue, Aperitif

(December 1934). Aperitif magazine, (issue 1,2). (Viewed 5 August 2021. P02186; P02186b).


1935

1935 - news brief - Emily, Aperitif

Photo: International News Photograph Service. (1 January 1935). Baroness gets a new title [with re-used, cropped photo of Emily wearing aviation head gear]. From Clipping bureau: San Francisco Examiner, unknown page number. (Viewed 4 August 2021. EHT Box 9 folder 4 scrapbook 1-02B).

"... Now an editor... On the newsstands of San Francisco appeared yesterday a new magazine, ’Aperitif’, published in Santa Barbara. It is a saucy little publication of society gossip, the arts, the theater and what-have-you... " (Excerpt from above.)


1935 - magazine issue, Aperitif

(February 1935). Aperitif magazine, (issue 1,3) [including article "Artist and other rats" by William Saroyan]. (Viewed 5 August 2021. P02186).

1935 - news article - Emily, Aperitif

(c. February 1935). Debs smile; artist cries! Baroness publishes naught, nice story; ultra-modern story in swank magazine draws protest [with photo of Emily with Aperitif magazine]. Handwritten: Los Angeles Examiner, unknown page number. (Viewed 4 August 2021. EHT Box 9 folder 4 scrapbook 1-02A).

"... Santa Barbara postal officials... were taking an interest in ’L’Aperitif’... a story by William Saroyan, young San Franciscan, who like other literati of the modern school... ’Artists and Other Rats’. It is a tale of night life. Words are used which grandfather wouldn’t have heard even in the back room of Tony’s barber shop. The article caused an outcry by a Santa Barbara artist, who complained to the postoffice authorities.

’I understand’, said the Baroness, ’that no action is to be taken toward suppressing the magazine. ’L’Aperitif’ is intended for circulation among moderns and definitely is not for children. I’m sorry if anyone has been offended by Mr. Saroyan’s story, and I shall apologize to the artist who complained.’" (Excerpt from above.)


1935 - social mention - Emily, Max, Mrs. Hall in Hollywood, Aperitif mention

Smith, Anne Thompson. (19 April 1935). L. A. society honors Mrs. De Roulet upon return [with mention of Emily, Max, and Mrs. Hall (Emily’s mother)] [no photo]. Evening Post-Record (Los Angeles), p. 15, col. 1. (Viewed 4 August 2021. P01341).

"Baron and Baroness Von Romberg of Santa Barbara, with the Baroness’ mother, Mrs. William H. Hall, are spending a few days in Hollywood. The baroness was formerly Emily Hall and just recently founded and edited a clever magazine in Santa Barbara." (Excerpt from above.)


  • See worldcat.org, or contact area public library.

1935 - social mention - Los Angeles, Aperitif

(21 April 1935). Chatterbox [mention of Aperitif] [no photo]. Los Angeles Times, pp. B1 & B5. (Viewed 5 August 2021. P00678; P01107).

"... Emily and Max Von Romberg are in town stopping at the Hollywood - Roosevelt, Max has been taking it easy since his ’Prince of Wales landing’ from the pony and has sold his whole string of polo nags and his new Duesenberg preparatory to a year of quiet sailing around the world— by doctor’s orders!

Emily is, of course, very busy planning big things for that magazine she’s going to publish, a ’West Coast Vanity Fair’ we understand.

Also, she’s right up to her neck in arrangements for the huge charity dance affair which she is sponsoring in Montecito next August. We won’t spill her plans to you yet— it’s not time— but the party is going to be something that’ll have the town talking for a long, long time." (Excerpt from above.)


  • See worldcat.org, or contact area public library.

1935 - magazine issue, Aperitif

(1935). Aperitif magazine, (issue 1,4). (Viewed 5 August 2021. P02186b).

1935 - magazine issue, Aperitif

(1935). Aperitif magazine, (issue 1,5). (Viewed 5 August 2021. P02186b).

1935 - magazine issue, Aperitif

(1935). Aperitif magazine, (issue 1,6). (Viewed 5 August 2021. P02186b).

1935 - magazine issue, Aperitif

(1935). Aperitif magazine, (issue 1,7). (Viewed 5 August 2021. P02186b).

1935 - magazine issue, Aperitif

(1935). Aperitif magazine, (issue 1,8). (Viewed 5 August 2021. P02186b; P02518).

1935 - magazine issue, Aperitif (missing)

(1935). Aperitif magazine, (issue 1,9). [No copy known to be in a public library.] (Viewed 5 August 2021.)

  • Please contact artdesigncafe.com if you learn of a surviving copy.

1935 - magazine issue, Aperitif

(October 1935). Aperitif magazine, (issue 1,10). (Viewed 5 August 2021. P02186b; P02201).


1936

1936 - magazine issue, Aperitif

(January 1936). Aperitif magazine, (issue 2,1). (Viewed 5 August 2021. P02186b; P02517).

1936 - magazine issue, Aperitif (missing)

(1936). Aperitif magazine, (issue 2,2). [No copy known to be in a public library.] (Viewed 5 August 2021.)

  • Please contact artdesigncafe.com if you learn of a surviving copy.

1936 - magazine issue, Aperitif (missing)

(1936). Aperitif magazine, (issue 2,3). [No copy known to be in a public library.] (Viewed 5 August 2021.)

  • Please contact artdesigncafe.com if you learn of a surviving copy.

1936 - magazine issue, Aperitif (missing)

(1936). Aperitif magazine, (issue 2,4). [No copy known to be in a public library.] (Viewed 5 August 2021.)

  • Please contact artdesigncafe.com if you learn of a surviving copy.

1936 - magazine issue, Aperitif

(May / June 1936). Aperitif magazine, (issue 2,5). (Viewed 5 August 2021. P02186b; P02516).

1936 - magazine issue, Aperitif

(July / August 1936). Aperitif magazine, (issue 2,6). (Viewed 5 August 2021. P02186b; P02519).


If you have a research interest in Apéritif magazine content, please do feel free to contact R. J. Preece at artdesigncafe.com. See the About page.