Ballyhoo (magazine)
Encyclopedia
Ballyhoo was a humor magazine
published by Dell
, created by George T. Delacorte Jr., and edited by Norman Anthony ("Former Editor Life
and Judge"), from 1931 until 1939, with a couple of attempts to resuscitate the magazine (Now edited by Bill Yates) after the war
between 1948 and 1954.
In common with other magazines of the era it featured a central section dedicated to one-off cartoon
s, but in the surrounding pages, it presented spoof ads and articles much in the manner later popularized by the 1950s magazine Mad
. When questioned about this at a gathering of the British SSI (Society of Strip Illustrators), "The usual gang of idiots
" from Mad were unequivocal in their response: "We know nuthin', and what's more we ain't sayin'".
Delacorte's publishing history up to this point had been in digest-sized magazines of the kind not normally of interest to advertisers, so spoofing advertisements in Ballyhoo held no fears for him. Launched during the worst of the Great Depression
, the first issue sold out within a week. Real advertisers flocked to place ads. However, Anthony was concerned real ads would not be in the true spirit of Ballyhoo and demanded they should fit in with the magazine's editorial policy. What this actually resulted in was the Ballyhoo editorial staff writing the advertising dialogue, leaving very little difference between the real and spoof ads. An ad for a radio kicked off with the bannerline, "Now! All the crap in the world... At your finger tips!" and ended with "...It will do everything but give you good programs and Gawd knows no set will do that" while a spoof ad merely pointed out the advantages of balanced radio. A balanced radio will stand on the window ledge so you can receive a decent signal, whilst an unbalanced radio will fall off.
Ballyhoo's success led, of course, to a number of imitators (One even called itself 'Hullaballo'), and requests to use the Ballyhoo brand name to sell almost everything from boardgames
to brassieres
; in 1931 the magazine inspired the Ballyhoo pinball machine. Sales peaked at almost two million but started slipping towards the end of the decade when the decision was taken to close the magazine down. There were two attempts to relaunch, one in 1948, and another in 1952. Ironically this final attempt folded in 1954, the year before Mad flipped from comic book
to magazine format.
In the 1960s, the title Ballyhoo was used for a men's magazine, which also failed to set the world alight. According to the Magazine Data File, there was a 1950s British Ballyhoo, which was probably unrelated to the American magazine. According to The Fiction Mags Index, there was a later 1950s Australian Ballyhoo humor magazine which reprinted earlier editions of the American magazine.
Magazine
Magazines, periodicals, glossies or serials are publications, generally published on a regular schedule, containing a variety of articles. They are generally financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three...
published by Dell
Dell Publishing
Dell Publishing, an American publisher of books, magazines and comic books, was founded in 1921 by George T. Delacorte, Jr.During the 1920s, 1930s and 1940s, Dell was one of the largest publishers of magazines, including pulp magazines. Their line of humor magazines included 1000 Jokes, launched in...
, created by George T. Delacorte Jr., and edited by Norman Anthony ("Former Editor Life
Life (magazine)
Life generally refers to three American magazines:*A humor and general interest magazine published from 1883 to 1936. Time founder Henry Luce bought the magazine in 1936 solely so that he could acquire the rights to its name....
and Judge"), from 1931 until 1939, with a couple of attempts to resuscitate the magazine (Now edited by Bill Yates) after the war
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
between 1948 and 1954.
In common with other magazines of the era it featured a central section dedicated to one-off cartoon
Cartoon
A cartoon is a form of two-dimensional illustrated visual art. While the specific definition has changed over time, modern usage refers to a typically non-realistic or semi-realistic drawing or painting intended for satire, caricature, or humor, or to the artistic style of such works...
s, but in the surrounding pages, it presented spoof ads and articles much in the manner later popularized by the 1950s magazine Mad
Mad (magazine)
Mad is an American humor magazine founded by editor Harvey Kurtzman and publisher William Gaines in 1952. Launched as a comic book before it became a magazine, it was widely imitated and influential, impacting not only satirical media but the entire cultural landscape of the 20th century.The last...
. When questioned about this at a gathering of the British SSI (Society of Strip Illustrators), "The usual gang of idiots
Mad (magazine)
Mad is an American humor magazine founded by editor Harvey Kurtzman and publisher William Gaines in 1952. Launched as a comic book before it became a magazine, it was widely imitated and influential, impacting not only satirical media but the entire cultural landscape of the 20th century.The last...
" from Mad were unequivocal in their response: "We know nuthin', and what's more we ain't sayin'".
Delacorte's publishing history up to this point had been in digest-sized magazines of the kind not normally of interest to advertisers, so spoofing advertisements in Ballyhoo held no fears for him. Launched during the worst of the Great Depression
Great Depression
The Great Depression was a severe worldwide economic depression in the decade preceding World War II. The timing of the Great Depression varied across nations, but in most countries it started in about 1929 and lasted until the late 1930s or early 1940s...
, the first issue sold out within a week. Real advertisers flocked to place ads. However, Anthony was concerned real ads would not be in the true spirit of Ballyhoo and demanded they should fit in with the magazine's editorial policy. What this actually resulted in was the Ballyhoo editorial staff writing the advertising dialogue, leaving very little difference between the real and spoof ads. An ad for a radio kicked off with the bannerline, "Now! All the crap in the world... At your finger tips!" and ended with "...It will do everything but give you good programs and Gawd knows no set will do that" while a spoof ad merely pointed out the advantages of balanced radio. A balanced radio will stand on the window ledge so you can receive a decent signal, whilst an unbalanced radio will fall off.
Ballyhoo's success led, of course, to a number of imitators (One even called itself 'Hullaballo'), and requests to use the Ballyhoo brand name to sell almost everything from boardgames
Board game
A board game is a game which involves counters or pieces being moved on a pre-marked surface or "board", according to a set of rules. Games may be based on pure strategy, chance or a mixture of the two, and usually have a goal which a player aims to achieve...
to brassieres
Brassiere
A brassiere is an undergarment that covers, supports, and elevates the breasts. Since the late 19th century, it has replaced the corset as the most widely accepted method for supporting breasts....
; in 1931 the magazine inspired the Ballyhoo pinball machine. Sales peaked at almost two million but started slipping towards the end of the decade when the decision was taken to close the magazine down. There were two attempts to relaunch, one in 1948, and another in 1952. Ironically this final attempt folded in 1954, the year before Mad flipped from comic book
Comic book
A comic book or comicbook is a magazine made up of comics, narrative artwork in the form of separate panels that represent individual scenes, often accompanied by dialog as well as including...
to magazine format.
In the 1960s, the title Ballyhoo was used for a men's magazine, which also failed to set the world alight. According to the Magazine Data File, there was a 1950s British Ballyhoo, which was probably unrelated to the American magazine. According to The Fiction Mags Index, there was a later 1950s Australian Ballyhoo humor magazine which reprinted earlier editions of the American magazine.
Sources
- Ballyhoo magazine (Various)
- Print. "Fish in a barrel" by Carrie McLaren. RC Publications, January-February 2000.