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in ''Astounding'', Oct. 1939]] Following 8 years of publication under two different editors, the magazine's helm was assumed by John W. Campbell , who took over from the December 1937 issue. Campbell retitled it ''Astounding Science-Fiction'' and brought an unprecedented insistence on placing equal emphasis on both words of "science fiction." No longer satisfied with gadgetry and action alone, Campbell demanded that his writers think out how science and technology might really develop in the future - and, most important, how those changes would affect the lives of human beings. Writer L. Ron Hubbard published the first article on his Dianetics concepts, which would soon expand into Scientology , in the magazine in 1950. {Link without Title} , on a 1960 cover.]] The new sophistication soon made ''Astounding'' the undisputed leader in the field. Campbell later began to think the old title was too "sensational" or "juvenile" to reflect what the magazine was actually doing, so he initially de-emphasized the word "Astounding" by having it printed in narrow script above the bold words "SCIENCE FICTION," and then renamed the magazine ''Analog'' in 1960 . Over the course of a year the title logo was changed; the large initial "A" stayed the same while the letters "stounding" were faded down and the letters "nalog" faded up on top of them. Bibliographers often abbreviate the magazine as ''ASF'', which can of course stand for either title. Ben Bova took over as editor after Campbell died suddenly in 1971 , starting with the January 1972 issue, and was himself succeeded by Stanley Schmidt in 1978 . Due to the economics of the magazine publishing industry (i.e. not much money in the budget), ''Analog'' frequently prints material from previously unknown authors, and has launched the careers of popular contributors within the genre (e.g. Orson Scott Card 's '' Ender's Game '' in the 1970s , and early work by Harry Turtledove in the 1980s .) Each year, ''Analog'' conducts a readers' poll—called the Analytical Laboratory, or AnLab—to determine the favorite stories, articles and cover art published in the magazine in the previous year. Many recipients of the AnLab Award have gone on to receive the much-coveted Hugo Award . EDITORS
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