Still Adless Anthony

When Editor Norman Hume Anthony's new magazine Ballyhoo appeared last month (TIME, July 6) readers wondered whether he would continue his policy of seeking no advertising, of lampooning advertisers with burlesque copy. In the second issue, published this week, the burlesque advertisements are continued. But Editor Anthony reports that, to his astonishment, advertisers have approached Publisher George T. Delacorte Jr. with offers to pay Ballyhoo for satirizing their copy. The third number of the magazine, scheduled to appear Sept. 1, may contain four or five pages of such advertisements.

Editor Anthony is also authority for these statements: the first issue of 150,000 copies was sold out in five days. The current one was increased to 250.000. The third will be boosted from 32 to 48 pages. Despite a notice urging readers not to subscribe but to buy single copies from newsstands, some 500 subscriptions were received.

For the back cover of the current issue was drawn a burlesque advertisement of "The Ham What Am!", with a large photograph of Crooner Rudy Vallee. When Editor Anthony read that Vallee's mother was dying, he raced to the printer, had the face deleted from the picture, intending to let the whole page pass as pointless. To his distress, he found the result still easily recognizable as Vallee.

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