Word: meccano
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Dates: during 1932-1932
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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...