Word: ballyhooer
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...discovery that it's smart to be bawdy may possibly be credited to magazine artists of the Arno-Soglow-Klein-Steig school. In The New Yorker their drawings are politely risque. In published albums (like Stag at Eve) they are elegantly ribald. From its first issue last summer Ballyhoo capitalized the discovery that smut, when smart, could tap an unashamed market. It based its appeal chiefly upon the business of making fun of the advertising business, but knew and pursued the sale value of scatology...
...astounding success Ballyhoo opened the gates to a flood of imitators intent upon outdoing it in bawdry alone. Result: on newsstands of the land last week appeared two new magazines, "Aw Nerts!" and Slapstick which, with other recent offerings (Tickle-Me-Too, Hooey) comprise as vile a mess of reading as has ever been put on sale...
Outwardly Hooey resembles Ballyhoo so closely, particularly in its cover of red, yellow, blue & black squares and a bold black-&-white drawing, that Publisher Delacorte began to look up the copyright laws. Inspection of Hooey's contents revealed touches of bawdry, sexy double-entendres, shady epigrams, scatological jokes and the like which immediately reminded knowing readers of Captain Billy's Whiz Batig, Jim Jam Jems, Smokehouse Monthly. There, in fact, was a true clue to Hooey's publisher, listed in the masthead as Popular Magazines Inc., of Louisville, Ky. Popular Magazines Inc. is controlled by Wilford...
According to Roscoe Fawcett, who put up at the swank Hotel St. Regis last week on one of his periodical visits to Manhattan, the Fawcetts were implored by large independent distributors of magazines to publish a competitor to Ballyhoo, which is circulated solely by American News Co. At first they demurred, until they heard that Bernarr Macfadden was about to enter the lists. Then, because it promised to be a free-for-all and not a private Fawcett v. Delacorte feud, the Fawcetts decided upon Hooey. First issue of 400,000 copies appeared to be a sellout. The first issue...
With a print order of 1,900,000 copies for the February issue (to appear next week) the publishers of Ballyhoo were not inclined to take the threat of Hooey seriously. The February Ballyhoo will contain its first paid advertisement, written by Editor Norman Hume Anthony. The advertiser. Beech-Nut Products, was said to have paid $7,500 for the back cover, and $90,000 for a campaign of posters and car-cards ballyhooing its own Ballyhoo advertisement. Advertising rates announced for Ballyhoo after Jan. 1: $10,500 for the back cover, $5,000 for an inside page...