Press: 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...