Upon the fourth day of September, 1916, he set out with four companions, Sinclair, Brady, James, and Tippet, to search along the base of the barrier cliffs for a point at which they might be scaled.
Through the heavy Caspakian air, beneath the swollen sun, the five men marched northwest from Fort Dinosaur, now waist-deep in lush, jungle grasses starred with myriad gorgeous blooms, now across open meadow-land and parklike expanses and again plunging into dense forests of eucalyptus and acacia and giant arboreous ferns with feathered fronds waving gently a hundred feet above their heads.
About them upon the ground, among the trees and in the air over them moved and swung and soared the countless forms of Caspak's teeming life. Always were they menaced by some frightful thing and seldom were their rifles cool, yet even in the brief time they had dwelt upon Caprona they had become callous to danger, so that they swung along laughing and chatting like soldiers on a summer hike....
Aiming his work at the pulps, Burroughs had his first story, Under the Moons of Mars, serialized by Frank Munsey in the February to July 1912 issues of The All-Story – under the name "Norman Bean" to protect his reputation. Under the Moons of Mars inaugurated the Barsoom series and earned Burroughs. It was first published as a book by A. C. McClurg of Chicago in 1917, entitled A Princess of Mars, after three Barsoom sequels had appeared as serials, and McClurg had published the first four serial Tarzan novels as books.
Burroughs soon took up writing full-time and by the time the run of Under the Moons of Mars had finished he had completed two novels, including Tarzan of the Apes, published from October 1912 and one of his most successful series.
Burroughs also wrote popular science fiction and fantasy stories involving Earthly adventurers transported to various planets (notably Barsoom, Burroughs's fictional name for Mars, and Amtor, his fictional name for Venus), lost islands, and into the interior of the hollow earth in his Pellucidar stories, as well as westerns and historical romances. Along with All-Story, many of his stories were published in The Argosy magazine.
Tarzan was a cultural sensation when introduced. Burroughs was determined to capitalize on Tarzan's popularity in every way possible. He planned to exploit Tarzan through several different media including a syndicated Tarzan comic strip, movies and merchandise. Experts in the field advised against this course of action, stating that the different media would just end up competing against each other. Burroughs went ahead, however, and proved the experts wrong – the public wanted Tarzan in whatever fashion he was offered. Tarzan remains one of the most successful fictional characters to this day and is a cultural icon.
In either 1915 or 1919, Burroughs purchased a large ranch north of Los Angeles, California, which he named "Tarzana." The citizens of the community that sprang up around the ranch voted to adopt that name when their community, Tarzana, California was formed in 1927. Also, the unincorporated community of Tarzan, Texas, was formally named in 1927 when the US Postal Service accepted the name, reputedly coming from the popularity of the first (silent) Tarzan of the Apes film, starring Elmo Lincoln, and an early "Tarzan" comic strip.
In 1923 Burroughs set up his own company, Edgar Rice Burroughs, Inc., and began printing his own books through the 1930s.