Part of the reason was because Marvel was limited in how many comics it could get distributed each month. A split comic gave the reader two characters to choose from - if he or she didn't like one character, perhaps they'd like the other.
There were three comics that featured a double-billing: Tales of Suspense hosted Iron Man and Captain America; Strange Tales featured the Human Torch (later replaced by Nick Fury, Agent of SHIELD) and Dr. Strange; and Tales to Astonish featured Giant-Man and, starting with this issue in 1964, the Hulk.
Sadly, the stories didn't always live up to the promise. The Giant-Man story in this issue, for example, is mighty weak. An FBI Agent is captured by the Commies, so Giant-Man races to the rescue. Along the way he has to fight a small army of intelligent gorillas - and that's all you need to know. It's not Stan Lee or artist Dick Ayers' finest moment.
The Hulk story is only a little better - thanks in no small part to the classic team of Lee and Steve Ditko. The story focuses on a new invention by Bruce Banner - an indestructible suit of armor that is hijacked by a spy. Can even the Hulk stand against a creature that can't be hurt? But because of the page limitations, the story is just getting going when we get to the "To Be Continued" line.
As a kid, I loved the split books, and they're still a nostalgic treat. But as a grownup, I find I don't care for them as much. Ten pages just doesn't give the story much time to get going, and the books didn't really take off until the continued story became a common storytelling tool.
But even if the stories were shaky, the characters were wonderful - I wish Giant-Man and the Wasp will one day receive the kind of care and storytelling that they deserve.
Grade: C+
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