Morgan posted an interesting history of the fictional Western at Arkhaven:
The American fictional western arrived at the beginning of the twentieth century with the publication of Owen Wister’s The Virginian in 1902. The novel created the archetype of the cowboy as hero. The western story quickly became the mythic literature of the recently closed American frontier. A popular genre in the hands of Zane Gray, Eugene Manlove Rhodes, and Frederick Faust (“Max Brand”) to name a few in the legion of western fictioneers in the form of novels, pulp magazines, and later mass-market paperback books. If J. R. R. Tolkien attempted to create a mythology for England, the western writers created a mythology for the United States of America. Many stories had a setting vaguely late 19th Century time and place. Frederick Faust best known as “Max Brand” often set his stories in an undefined “mountain desert.” He used myths and epics as the plot basis for many of his westerns. Faust’s Hired Guns adapted the Iliad for example.
The western genre was a large part of the pulp magazine market from 1920 to the 1950s, possibly having the majority share. Some pulp fiction writers could be described as generalists, they wrote in various genres. Will F. Jenkins as “Murray Leinster” could be found in the pages of Cowboy Stories, Astounding Stories, Clues Detective, and “Swords and Mongols” in Golden Fleece. Frederick Faust wrote historical adventure under the “George Challis” for Argosy magazine in the 1930s. Faust had the Tizzo series set in the time of Renaissance Italy during the time of Cesare Borgia. He also had the pirate novel “The Naked Blade” in Argosy. Those swashbucklers would later be reprinted in paperback form decades later. At the same time, he was writing spy stories as “Frederick Frost.”
The fictional western story underwent the transformation during and after World War II that had earlier taken place with the detective story as written by Dashiell Hammett. The writing became leaner and more historically accurate. The protagonists were morally ambiguous men (and women) who had lived hard lives. Les Savage Jr. was a pioneer with a hard-boiled presentation coupled with a setting of 1820 to the1850s. The indistinct time and place of the mythic western gave way to the historical western.
Read the whole thing there. I will say that while I’m not a huge Louis L’Amour fan, I very much liked FAIR BLOWS THE WIND. Which, of course, isn’t a Western, but does set the stage for a series of them.