BALLYHOO MAGAZINE: The first 12 issues, August 1931 - July 1932

New York: Dell Publishing, 1931-1932. First edition. The first 12 issues of this hugely popular depression-era humor magazine known for its parodies of advertising and publishing. An early precursor to Mad Magazine, it was "stuffed with parodies of national advertisements and consumer magazines and sprinkled liberally with topical and risque cartoons and gags." In the first issue alone the magazine uses cartoons to tackle topics such as prohibition, economic conditions, homelessness, and organized crime. (Joseph P. Bernt in THE ADVERTISING AGE ENCYCLOPEDIA OF ADVERTISING, Egolf and McDonough, editors.) The 15-cent, initially ad-free magazine spawned all manner of products -- from scarves and neckties to a Manhattan nightclub. There was even a Broadway production called "Ballyhoo" starring Bob Hope bankrolled by its editor, Norman Hume Anthony [1889 - 1968], the cartoonist, illustrator, one-time editor of Judge and Life Magazines, and author, as "Judge Jr.," of a series of books on cocktails. Third issue with three real product ads from Ladies Home Journal laid in at corresponding parody ad. First issue with stab holes along spine, third issue splitting at spine fold, occasional bit of soiling or small tears throughout; still, altogether a very good or better set.