Word: mailbags
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Dates: during 1926-1926
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...custom of a monthly magazine called The Mailbag (monthly; published in Cleveland; slogan, "All about direct-mail-advertising") to comment upon or reproduce advertisements which, in the Mailbag's judgement, have emitted a definite sparkle in the thick welter of advertisements-blatant and humble, proud and straining, prosaic and hysterico-lyrical-that fill the public prints. Lately, the Mailbag found a gem. It was in the American Mercury and it advertised that melange of outgrown modes and manners, The Mauve Decade by Thomas Beer (TIME, July 5, BOOKS), not only in the curlicued typefaces of 30 years...
...Manhattan. He had studied "mauve decade" press-agentry and labored long to achieve restraint amid the many "priceless" opportunities that flew to mind. The Mercury's readers had nodded approval-but that was all, having come to expect the ultrasmart from that kraut-liveried lay pontiff. But the Mailbag saw, and through it, others. A few cheers went up for the masterpiece of the month in advertising...