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,...

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