Press: Hooey

When a publisher finds himself with that rare phenomenon, an instantly successful new magazine, whatever its type, he must expect a quick upcropping of imitations. The popularity of gentle-mannered Golden Book attracted four imitators.* At the other end of the scale of politeness, rough-&-tumble Ballyhoo last week had its third imitator; and at the same time its first serious threat of competition.

First to ape Ballyhoo was Hullabaloo, published by George T. Delacorte Jr. (who also publishes Ballyhoo) in a halfhearted effort to forestall real competition (TIME, Nov. 16). Next came a disorderly little magazine called Tickle-Me-Too, published by Harold Hersey, who publishes magazines for Bernarr Macfadden, who had engaged in a bitter quarrel with Publisher Delacorte. Tickle-Me-Too was so inferior that Publisher Hersey promptly killed it (but in a few weeks he will offer another called Slapstick). Last week newsstands were dotted with Hooey.

Outwardly Hooey resembles Ballyhoo so closely, particularly in its cover of red, yellow, blue & black squares and a bold black-&-white drawing, that Publisher Delacorte began to look up the copyright laws. Inspection of Hooey’s contents revealed touches of bawdry, sexy double-entendres, shady epigrams, scatological jokes and the like which immediately reminded knowing readers of Captain Billy’s Whiz Batig, Jim Jam Jems, Smokehouse Monthly. There, in fact, was a true clue to Hooey’s publisher, listed in the masthead as Popular Magazines Inc., of Louisville, Ky. Popular Magazines Inc. is controlled by Wilford H. (“Captain Billy”) Fawcett and his brother Roscoe (TIME, Dec. 29, 1930).

According to Roscoe Fawcett, who put up at the swank Hotel St. Regis last week on one of his periodical visits to Manhattan, the Fawcetts were implored by large independent distributors of magazines to publish a competitor to Ballyhoo, which is circulated solely by American News Co. At first they demurred, until they heard that Bernarr Macfadden was about to enter the lists. Then, because it promised to be a free-for-all and not a private Fawcett v. Delacorte feud, the Fawcetts decided upon Hooey. First issue of 400,000 copies appeared to be a sellout. The first issue of any such publication might sell well, especially with the earnest aid of big newsdealers. But the publishing world was inclined to think that “if anyone can give Ballyhoo a race, the Fawcetts can”—barring intervention by the police.

Some characteristic features of Hooey:

¶A burlesque advertisement of “the million dollar can opener,” showing a lock-&-key replacing the ‘ old style wooden catch for an outhouse door.

¶ Cartoon of a fat female, rear view, at a railway ticket window. She: “Can I get my trunks off on this train?” Agent: “I doubt it, lady!”

¶ A double page of purported clippings from newspapers with ribald “typographical errors.” Only two of the newspapers quoted could be found in N. W. Ayer & Son’s directory of U. S. periodicals.

While the Fawcetts frankly admit that Whiz Bang was the foundation of their prosperous publishing business, they deplore the fact that they seldom are publicly identified with the respectable magazines of their group, such as The Amateur Golfer & Sportsman, Screen Play, Modern Mechanics & Inventions. Few months ago they acquired Screen Book, disposed of by the Mackinnon-Fly Publications. They cut its price from 25¢ to 10¢, boosted its circulation from 100,000 to 300,000. Next year they will offer Mechanical Package Magazine, each copy of which will be delivered in a box containing also the parts of some mechanical gadget to be assembled by the reader according to instructions in the magazine.

With a print order of 1,900,000 copies for the February issue (to appear next week) the publishers of Ballyhoo were not inclined to take the threat of Hooey seriously. The February Ballyhoo will contain its first paid advertisement, written by Editor Norman Hume Anthony. The advertiser. Beech-Nut Products, was said to have paid $7,500 for the back cover, and $90,000 for a campaign of posters and car-cards ballyhooing its own Ballyhoo advertisement. Advertising rates announced for Ballyhoo after Jan. 1: $10,500 for the back cover, $5,000 for an inside page.

* Good Literature, World’s Greatest Stories, Ainslce’s (revised), Famous Story Magazine (absorbed by Golden Book.)