Neoism, as a name for a different context, was coined in 1914 by the American satirist Franklin P. Adams as a parody of modern arts. Sydney J. Bounds used the word as the name of a planet in his 1977 Science Fiction story "No Way Back". In 1979, the name was reinitiated by Istvan Kantor (aka Monty Cantsin) for a subcultural -ism that grew out of the mail art network, particularly those parts of mail art that emphasized—rather than the exchange of artwork—alternative lifestyles, pranks, practical jokes, the use of pseudonyms and experimentation with identity In 1980 Monty spent two weeks at mail artist Ginny Lloyd's San Francisco Storefront., a one year living art project holding art events and installations in a storefront window. He lived in the space, compiled writings and launched his Blood Campaign.