Word: ballyhooing
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When Editor Norman Hume Anthony's new magazine Ballyhoo appeared last month (TIME, July 6) readers wondered whether he would continue his policy of seeking no advertising, of lampooning advertisers with burlesque copy. In the second issue, published this week, the burlesque advertisements are continued. But Editor Anthony reports that, to his astonishment, advertisers have approached Publisher George T. Delacorte Jr. with offers to pay Ballyhoo for satirizing their copy. The third number of the magazine, scheduled to appear Sept. 1, may contain four or five pages of such advertisements...
Since prizefighting has been enjoying a private and acute depression of its own, strenuous means of ballyhoo were required for the meeting of World's Champion Max Siegfried Adolf Otto Schmeling, German printer, and William Lawrence ("Young") Stribling of Georgia. Stribling, an able if eccentric aviator, borrowed a plane from Cleveland airport and flew it 90 miles from his training camp at Geauga Lake Park, Ohio to Schmeling's training camp at Conneaut Lake Park, Pa. Here he flew low, shouted: "Yeah, Maxie!" and flew away again. Other exciting training camp incidents were few. Reporters assigned...
Because he believed it would impress the reader, Publisher George T. Delacort Jr. had printed on Ballyhoo's cover: "Edited by Norman Anthony, former editor of Life and Judge." Thus did Editor Anthony trade upon the very reputation he was bitterly attacking. He was discharged by Life, is suing for alleged breach of contract...
...Anthony temper was most bitterly expressed in a page headed "We Nominate for Oblivion-," an imitation of the feature created some months ago by Vanity Fair. Nominated for oblivion by Ballyhoo are Vanity Fair because its Oblivion department is "unsportsman-like"; Life, because "it cannot make up its mind whether to imitate Judge or the New Yorker...
...Ballyhoo's page of "editorials" is composed entirely of the repeated word "Blah," written thus line after line: "Blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah." Throughout the book only one joke appears, over and over again: "Who was that lady I seen you with last night?" "That was no lady. That was my wife...