Word: waldo
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...million dollars' worth of merchandise-ranging from bakery rolls to cultured pearls. Petker is a Schlockmeister,* defined in the radio TV lexicon as "somebody in the business of giving away somebody else's merchandise." Like such other Schlockmeisters as Walter Kline, Adolphe Wenland and Manhattan's Waldo Mayo, Petker gives things away in return for just a kind word. But there is a slight catch: the kind word must refer to a particular product by its brand name, and it must be mentioned on a radio or TV show with an audience of millions. Give-away programs...
...mixer in the next mail. But Schlockmeisters are not always content to wait until a comic thinks up a joke on his own. To speed matters along, they may write up a few jokes themselves that give a free plug to the brand of one of their clients. Explains Waldo Mayo: "A comic may have ten writers already-O.K., I'll be his eleventh writer for free...
Schlockmeister Waldo Mayo can't find any ethical problem in the business at all. Says he: "Product names are a part of our language-we always say Kleenex or Coke instead of cleansing tissue or soft drink. Getting publicity for a brand name is no more different or immoral than getting it for a singer or hoofer." As for sending gifts to cooperating writers and com-ics, Mayo says that's nothing but sheer friendliness: "Why, at Christmastime, everybody in the U.S. exchanges gifts-they're all Schlockmeisters...
...some of them had the refreshing quality of being a bit oldfashioned. Among them: Oronzio Maldarelli's statue of a young girl, seated cross-legged on her pedestal like some dreaming nymph; Doris Rosenthal's Gauguin-like study of a tropic beauty drowsing in a chair; Waldo Peirce's Renoirish painting of a mother and child happily basking in the streaming seashore...
...Ferdinand Waldo Demara...