Word: hooey
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Dates: during 1930-1939
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...published by Harold Hersey, who publishes magazines for Bernarr Macfadden, who had engaged in a bitter quarrel with Publisher Delacorte. Tickle-Me-Too was so inferior that Publisher Hersey promptly killed it (but in a few weeks he will offer another called Slapstick). Last week newsstands were dotted with Hooey...
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...
...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 of any such publication might sell well, especially with the earnest aid of big newsdealers. But the publishing world was inclined to think that "if anyone can give Ballyhoo a race, the Fawcetts can"-barring intervention...
Some characteristic features of Hooey...