Double Funnies

Less than four years ago advertising first appeared in the Sunday funny papers. The new business immediately turned out to be a lusty bratling; how lusty, few guessed until last week when Editor & Publisher published a clinical chart. In its first year (1931) all funny-paper advertising in the U. S. put only $361,400 into publishers' pockets. Next year the total went to $3,000,000. Last year it was $9,000,000.

The $9,000,000 was small change compared to the $163,000,000 spent by national advertisers on all newspaper advertising. But since most of it was diverted from other media (not simply from other parts of newspapers) it was nearly clear gain. And it started funny papers toward the point where, some day, they may earn their own keep--instead of being merely expensive circulation-jerkers.

Of last year's $9,000,000, some $2,000,000 was collected by William Randolph Hearst's Comic Weekly, which is circulated with his 17 Sunday papers (circulation, 6,000,000). Comic Weekly consisted of 16 pages, and its advertising space sold for $16,000 a page, $9,000 a half-page. Few months ago Publisher Hearst's smart editors & managers pondered a bold idea. By turning the paper sidewise, i.e. into tabloid form, twice as many comics could be packed in without using an ounce more of newsprint. More comics should bring more circulation.

The experiment was tried on two evening papers. Result: New York Journal and Chicago American claimed Saturday circulation jumps of 100,000.

Last fortnight all 17 Sunday Hearst-papers crashed out with 32 pages of tabloid comics. The half-page space that formerly got $9,000, now was called a full page at $10,000; and the back page was rated at $12,000.

The change did not please everyone, Many an artist grumbled at seeing his page cramped down to pint-size. One cartoonist was so upset he deliberately drew his characters humpbacked, explained he could not help it since the ceiling had been pushed down on them.

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