Goodliffe's Abracadabra

Goodliffe's Abracadabra, generally titled Abracadabra and affectionately known by readers as “Abra,” was a British weekly magazine devoted to magic, magicians, and the history and practice of conjuring. It was founded by the magician and author Charles Goodliffe Neale, who preferred to be known as Goodliffe, and its first issue appeared on 2 February 1946. The publication presented itself with the cover description “The Only Magical Weekly in the World,” a positioning that emphasized both its specialist focus and its unusual frequency in a relatively niche field. Across a publication run of sixty-three years, Abracadabra became a continuing forum for the professional and amateur magic community. Its editorial mix included magic tricks, reviews, news, historical material, and articles treating magic as a performing art. Reader contributions and letters were particularly important, and the magazine often served as a venue for vigorous or controversial debates about magic and individual magicians. This gave the title a participatory character in addition to its role as a source of instruction and entertainment. Goodliffe was the original principal editor, assisted by associate editor Fabian, the professional name of Ernest Raymond Griffiths. After Goodliffe died on 26 December 1980, the magazine continued without an interruption in publication. A rescue arrangement involving Davenports, one of London’s oldest family-run magic shops, and Rabbi Sam Gringras of Magico in New York helped preserve the title. Donald Bevan continued as editor after Goodliffe’s death, while Walt Lees served as the final editor. The contributor base extended beyond the magazine’s regular readers. Television magicians including David Nixon, Wayne Dobson, Paul Daniels, and Jerry Sadowitz contributed material, while later contributors included authors and performers such as Paul Gordon and John Helvin. The standard and character of the contents varied over the decades, but the magazine retained a distinct identity as a specialist weekly publication for the magic world. Abracadabra’s final period reflected the broader pressure that internet publishing placed on specialist print media. In issue 3295, dated 21 March 2009, the Davenport family announced that ownership was expected to transfer to Stephen Martin, described as a magical enthusiast. The proposed transaction did not proceed for undisclosed reasons. The following issue announced that publication would end. In his final editorial, Walt Lees attributed the decline in demand partly to changing times and the rapid growth of internet traffic, noting that the market for a hard-copy weekly had fallen sharply. The last issue was published on 28 March 2009, bringing the total run to 3,296 issues. Abracadabra therefore stands as a long-running specialist media brand whose importance came from continuity, community participation, and service to magic enthusiasts rather than from mass-market circulation. Its history links postwar British print culture with the professional magic trade and the transition from print discussion to internet-based communities.

Goodliffe's Abracadabra was established by British magician and author Charles Goodliffe Neale, who used the name Goodliffe. The first issue was released on 2 February 1946 as a weekly publication carrying the claim “The Only Magical Weekly in the World.” Although the formal title was Abracadabra, the association with its founder led to the wider name Goodliffe's Abracadabra, while readers commonly shortened it to “Abra.” The magazine was built around the practical and cultural life of magic. Its contents included explanations of magic tricks, reviews, news, historical articles, and discussion of magic as a performing art. Letters and contributions from readers gave it a strong community dimension. Goodliffe held forceful opinions, and the magazine became a setting for disputes and debates concerning magic and magicians, sometimes prompted by correspondence from readers themselves. Goodliffe served as the principal editor in the early period, with Fabian—Ernest Raymond Griffiths—as associate editor. Professional magicians remained central to the editorial history of the title. Donald Bevan succeeded Goodliffe as editor and continued the magazine after Goodliffe died on 26 December 1980. The publication survived through a rescue package assembled by Davenports, a long-established London family magic shop, and Rabbi Sam Gringras of Magico in New York. This intervention allowed publication to continue without a break. Over the decades, Abracadabra published work by established television and stage magicians, including David Nixon, Wayne Dobson, Paul Daniels, and Jerry Sadowitz. Later contributors included Paul Gordon and John Helvin, alongside regular readers and other members of the magic community. The quality and emphasis of individual issues changed over time, but the title maintained a recognizable role as a specialist weekly magazine. The magazine’s eventual closure was connected to changing media economics and the growth of internet traffic. In issue 3295, published on 21 March 2009, the Davenport family announced a planned transfer of ownership to Stephen Martin, described as a magical enthusiast. The transaction did not complete for undisclosed reasons. The next issue announced that Abracadabra would cease publication. In the final editorial, Walt Lees explained that the magazine had already been struggling and that demand for a physical weekly had declined substantially as online material expanded. Lees had initially been given one year to save the title, later extended to two years, but the effort did not prevent closure. Supportive articles by figures including John Helvin and Al Smith argued that circumstances beyond Lees’s control contributed to the demise. Walt Lees was the final editor. The last issue was published on 28 March 2009, after a total of 3,296 issues and a publication life of sixty-three years. The title’s legacy is that of a durable British magic periodical that connected performers, authors, hobbyists, and readers across the postwar print era and into the transition toward internet-based communication.

1. 2009Ownership change fails and magazine closes

   A planned ownership transfer announced in issue 3295 did not proceed. The final issue was published on 28 March 2009, bringing the run to 3,296 issues.

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2. 1980Founder dies and publication is rescued

   After Goodliffe's death on 26 December, Davenports and Rabbi Sam Gringras helped arrange continued publication.

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3. 1946First issue published

   The first issue of Abracadabra appeared on 2 February 1946 as a weekly magic magazine founded by Charles Goodliffe Neale.

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A specialist weekly publication for professional and amateur magicians, combining practical magic material, reviews, news, historical writing, and debate within the magic community.

• AbracadabraWeekly specialist magazine1946

  The core and only documented offering was a weekly print magazine focused on magic. Issues combined trick material, reviews, news, historical writing, and discussion of magic as a performing art. Reader letters and contributions were an important part of the publication, while contributions from prominent magicians broadened its appeal within the professional and enthusiast community. The magazine was published from 1946 through its final issue in March 2009.

• 2009Planned ownership transfer to Stephen MartinM&A

  By March 2009, the magazine was facing declining demand for a physical weekly as internet traffic and online material expanded.

  What changed. The Davenport family announced that ownership would change to magical enthusiast Stephen Martin.

  Aftermath. The transaction fell through for undisclosed reasons, and the subsequent issue announced the end of publication.

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• 2009Closure after unsuccessful revival effortStrategy

  Walt Lees reported that the magazine was struggling and that demand for a hard-copy weekly had declined sharply.

  What changed. The publication ceased after its ownership solution failed and efforts to salvage the magazine did not succeed.

  Aftermath. The final issue was published on 28 March 2009, ending a sixty-three-year run.

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• 1980Rescue arrangement preserves publicationStrategy

  Goodliffe's death created a continuity challenge for the magazine, whose founder had been its principal editor.

  What changed. Davenports and Rabbi Sam Gringras assembled a rescue package that enabled Abracadabra to continue publishing without interruption.

  Aftermath. Donald Bevan continued as editor and the magazine remained in publication for almost three more decades.

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• 2009Ownership transfer is announced

  Issue 3295 announced a planned ownership change to magical enthusiast Stephen Martin, but the proposed deal subsequently failed for undisclosed reasons.

  M&A
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• 2009Abracadabra ends publication

  The magazine announced its closure in the issue following the failed ownership transfer. Its final issue appeared on 28 March 2009.

  BankruptcyOther
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• 1980Magazine continues after Goodliffe's death

  Following the death of founder and editor Charles Goodliffe Neale, a rescue arrangement involving Davenports and Rabbi Sam Gringras helped keep the magazine in publication.

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• 1946Abracadabra begins publication

  The first issue of the British weekly magic magazine was published on 2 February 1946.

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1. Goodliffe's Abracadabra