Prelude to a Crash

Although two months remained in the decade, the New Yorker of the Roaring Twenties effectively ended with this issue, just days before a massive market crash sent the nation spiraling into the Great Depression.

Oct. 26, 1929 cover by **Theodore Haupt.** Wonderful rendering of The New York Central Building, with shades of **Georgia O’Keeffe.**

Not a soul at the New Yorker had an inkling of the bleakness that lay ahead — rampant unemployment, the rise of the Nazi party, the Dust Bowl, Busby Berkeley musicals…

E.B. White, in “Notes & Comment,” was concerned with little more than the changing countryside…

MADE YOU LOOK…Examples of roadside vernacular architecture from the 1920s included the Airplane Cafe in in the San Fernando Valley (1924) and a 1927 Wadham’s gas station in West Allis, Illinois, now on the U.S. National Register of Historic Places. More than 100 of Wadham’s “pagodas” were built, but like much of roadside America, few examples remain. At top, right, a 1920s billboard advertising *Moxie* soft drinks. (last1onthebus.com/Pinterest/Wikipedia)

THE DUCK STOPS HERE…The Big Duck in Flanders, New York, was built in 1930-31 by Long Island duck farmer Martin Maurer to sell duck and duck eggs to passing motorists. It was listed on the National Register of Historic Places in 2008. (Google Maps)

…and further on in “The Talk of the Town,” White shared these observations regarding the popularity of shirts worn by French actor Maurice Chevalier…

THAT’S SHA-VAHL-YEY…**Claudette Colbert** and **Maurice Chevalier** in 1930’s *The Big Pond.* (IMDB)

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Born to Be

The book review featured an autobiography, Born to Be, written by Taylor Gordon (1893-1971), a famed singer of the Harlem Renaissance, that traced his life journey from Montana to New York. The book included 10 full-page illustrations by Mexican artist Miguel Covarrubias, and forwards by Carl Van Vechten and Muriel Draper.

FROM MONTANA TO HARLEM…First edition of Taylor Gordon’s *Born to Be,* and illustrations from the book by **Miguel Covarrubias** (including cover image). The image at bottom left features patron of the Harlem Renaissance **Carl Van Vechten**, with Gordon. (qbbooks.com/klinebooks.com/Pinterest)

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Little Narcissus

Although today she is known mostly as Errol Flynn’s first wife, the tempestuous French actress Lily Damita (1904-1994) knew how to light up New York and get noticed in Hollywood when she made her American debut in 1929. Henry F. Pringle looked in on Damita’s daily life in the Oct. 26 “Profile.” A brief excerpt:

**Lily Damita** in a 1931 publicity photo. (Flickr)

DEBUT FILM…**Lily Damita** and **Ronald Coleman** in 1929’s *The Rescue,* Damita’s first Hollywood film. (Dr. Macro)

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A Master Achievement

Architecture critic George Chappell gazed upward in admiration for the new Master Building on Riverside Drive. It was one of the city’s first mixed-use structures and the first New York skyscraper to feature corner windows. The apartment building originally housed a museum, a school of the fine and performing arts, and an international art center on its first three floors. The building fell into decline in the late 1960s, but today it thrives as a housing co-operative. The Master was listed on the National Register of Historic Places in 2016.

…on to our advertisements, we find another art deco landmark, the 1930 Squibb building, designed Ely Jacques Kahn…

The Squibb Building at 745 5th Avenue, circa 1930. (Museum of the City of New York)

…Halloween was just around the corner (yes, I’m running a bit behind!) and although it wasn’t a huge holiday as it is today, its presence still permeated the pages of the New Yorker, including a humorous piece by John O’Hara on the challenges of planning a Halloween party…

From left, excerpt from **John O’Hara’s** piece; an ad from Doubleday featuring a jack-o-lantern; an ad from Breyer’s ice cream that employed the older spelling of the holiday; at bottom, a filler illustration by Julian De Miskey.

…the makers of Marmon autos offered this lovely autumn scene…

…here is an unusual ad from a milliner named Mercedes who bid adieu to former clients in this hand-written, full-page entry…

…the name Michael Arlen no doubt caught many a reader’s eye in the Oct. 26 issue. The comings-and-goings of this hugely popular author of thrillers such as The Green Hat (1924) provided much-needed fodder for readers of the first issues of the fledging New Yorker. In this ad, Arlen’s wife, the Countess Atalanta Mercati, shills for Cutex nail polish…

The Countess Atalanta Mercati of Greece and author Michael Arlen were married in France in 1928. (Conde Nast/insiderguide.me)

…and we have more of the torch singer Helen Morgan, this time in an ad for Lux Toilet Soap…

…a couple of back page ads…the now ubiquitous metal folding table (and chairs) was something of a novelty in 1929…the ad on the right from Brunswick Records offers up the latest schmaltz from Al Jolson (I know it’s 1929, but come on Al, really?)…

…and since this is the last edition before the big market crash, here’s a collection of images clipped from various ads in the Oct. 26 issue…featuring high-living folks who should appear a bit less smug after they lose their mink coats and boiled shirts to the Depression…