Word: hooey
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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...
...trio had an amazing, almost incredible story to tell. Dr. Who Slung Hooey had recently been in the employ of the National Government in China, predicting the out-come, if any, of the Sino-Russo war. The glint of American gold, however, lured the great oriental prophet away from his position with the near-bankrupt Nationalist Government, and after a series of thrilling adventures and hairbreadth escapes the doctor and his two American companions were able to elude half of the Chinese army and all of the Chinese Navy to set sail for Manila in their tiny craft...
...acquisition of Dr. Hooey's services by the Harvard CRIMSON marks the triumphal conclusion to an arduous search through all sections of the world for a suitable prognosticator of football scores to succeed Joe Forecast. Astrologers, crystal gazers, weathermen, whole tribes of gypsies, spiritualists, and all sorts of seers in all the far corners of the globe have been interviewed by CRIMSON agents since Joe Forecast first intimated some months ago that the rosy path of matrimony was going to lead him forever away from the printshops and football stadia...
...Hooey is proceeding from Manila to Cambridge via Honolulu, the Aleutian Islands, Nome, Seattle, and Chicago, in a desperate effort to reach Harvard before the CRIMSON eleven goes on the field against Bates next week...