In January 1946, Boucher and McComas went to New York and met with Spivak, who let them know later in the year that he wanted to go ahead. At Spivak's request they began acquiring material for the new magazine, including a new story by Raymond Chandler, and reprint rights to stories by H.P. Lovecraft, John Dickson Carr, and Robert Bloch. Spivak initially planned the first issue (for which Boucher and McComas were proposing the title Fantasy and Horror) for early 1947, but repeatedly delayed the launch because of poor newsstand sales of digest magazines. He also suggested that it should be priced at 35 cents an issue, which was higher than the original plan, to provide a financial buffer against poor sales.Marks (2008), pp. 106–107. In May 1949 Spivak suggested a new title, The Magazine of Fantasy, and in August a press release announced that the magazine would appear in October.Marks (2008), p. 107. On October 6, 1949, Spivak, Boucher and McComas held a luncheon at the Waldorf-Astoria in New York City to commemorate the 100th anniversary of the death of Edgar Allan Poe and to launch "a new fantasy anthology periodical".Marks (2008), p. 108. Invitees included Carr, Basil Rathbone, and Boris Karloff.
