S.S. Vasan: A trailblazer in publishing and cinema

S.S. Vasan, a trailblazer

In 1928, 24-year-old T.S. Srinivasan, better known as S.S. Vasan went to the office of the Tamil magazine Ananda Vikatan to place an advertisement and ended up buying the magazine for 200 rupees.

Vasan, who was born in January 1904 — this year marks his 120th birth anniversary — made some bold decisions soon after he bought Vikatan. He reduced the annual subscription from two rupees to one, and increased the number of pages. He replaced Vikatan’s Vinayaka prayer with Thayumaanavar’s verse: ‘I wish for nothing but for everyone to be joyful.’

Vasan, who lost his father at the age of four, was brought up by his mother Balambal. Not wanting to lean on his mother, he discontinued his studies, and began to look for ways to earn. He started an advertising agency, because it did not require much capital outlay. A rented room in the Brahmo Samaj building in George town served as his residence and office. And then, he became the owner of Ananda Vikatan.

When Vasan bought a printing press for the magazine, he moved to a village-style-house in Mint Street, which became Vikatan’s new office and his new residence. During an interview with this writer many years ago, the late R.A. Padmanabhan, long associated with the magazine, said the words ‘Vasan Puthagasalai’ were painted in blue letters on the parapet wall of the terrace. Until the early seventies, the letters could still be seen, even after being painted over.

Vikatan, with its droll humour, won the hearts of readers. Thumilan, Kalki, Devan and Raali made up the Vikatan editorial team in the early years. Vasan didn’t set much store by age, and R.A. Padmanabhan became an assistant editor at the age of 16! Margan (Margabandhu), Maali, Gopulu and Silpi were among the early illustrators.

Thinnai Pechu, Radio eppadi, Loka sancharam, Thukkada, Yenna yenge yeppodu, Cheema series, Araikurai padamum avasara pichuvum and Naam ondru ninaikka chithirakkarar ondru ninaikkiraar were some of the popular columns.

R.K. Narayan’s Swami and Friends was translated and serialised in Vikatan, which also had articles by P. Sri on Tamil literature. The magazine ran a cover story on Tamil Thatha U. V. Swaminatha Iyer or U Ve Sa, for his 80th birthday. His autobiography was also serialised.