Word: meccano
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Dates: during 1930-1939
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...upstairs on the elevator and rode down again. Grandpa had had enough. Thenceforth, he devoted his entire attention to witnessing commencements, visiting zoos, raising snakes, collecting stamps and taking it easy. He encouraged his household to do likewise, with the result that his son-in-law Sycamore took up Meccano and manufacturing fireworks, his daughter (Josephine Hull) turned to painting, then to playwriting when someone left a typewriter at the house by mistake. Grandpa's free-&-easy home was also opened to a pair of happy-go-lucky colored folk, the iceman-a Mr. De Pinna-and the milkman...
Until a year ago there was no other advertising in comic sections, with the exception of occasional Christmas displays of Lionel Electric Trains and Gilbert "Meccano" sets. Then Hearst admen, mindful of a survey by Dr. George Gallup of Drake University showing that 78% of women readers follow the comics, got an idea. Reckoning further that 90% of all comics had "adult appeal," they undertook to sell space in the comics of the 17 Hearst Sunday papers to important national advertisers. The selling organization of Hearst Comic Weekly set a rate of $16,000 a page on the basis...