February 2024 – A New Yorker State of Mind

A Decade of Delights

With this post (No. 413), we mark the tenth anniversary of The New Yorker. Since I began A New Yorker State of Mind in March 2015, I’ve attempted to give you at least a sense of what the magazine was like in those first years, as well as the historical events that often informed its editorial content as well as its famed cartoons. Those times also informed the advertisements; indeed, in some cases the ads give us a better idea of who was reading the magazine, as well as their changing tastes and buying power as we moved from the Roaring Twenties to the Depression, and from Prohibition into Repeal.

I have also chosen this time to go on hiatus, and hopefully resume this blog when The New Yorker celebrates its centennial next February (this site will remain active and available, and I will continue to monitor comments and messages). Let us hope that the editors use the original Rea Irvin cover for that occasion, and restore his masthead above “The Talk of the Town” section. Perhaps some enterprising soul could start a petition.

Moving on to the tenth anniversary issue, we find E.B. White recalling the world of The New Yorker’s first days. Given the massive economic and societal shifts that occurred from 1925 to 1935, those first days seemed distant to White, who felt old, “not in years but events.”

DAYS OF YORE…**E.B. White** noted the many changes that had taken place during *The New Yorker’s* first ten years, including, clockwise from top left, the passing of 1920s notables such as **President Calvin Coolidge** and two very different theatre impresarios—**David Belasco** and Flo Ziegfeld; White also recalled the much-publicized 1925 wedding of **Abby Rockefeller** to **David Milton,** the throngs of women who took to smoking in public in the 1920s and the drinkers who took their activities behind closed doors; and one of the early magazine’s beloved contributors, **Ralph Barton,** who offered his whimsical take on the news in “The Graphic Section” as well as in other illustrated features. (Wikipedia/Wikitree/Ephemeral New York)

White also noted a new craze that had originated around the same time as the birth of The New Yorker…

TWO ACROSS…**Max Schuster** and Richard Simon of Simon & Schuster, with their first crossword book, 1924. (americanbusinesshistory.org)

White concluded with these parting words, tinged with world-weariness, writing “More seems likely to happen.” One wonders if he imagined The New Yorker at 100, which in our day is just around the corner. Like White, many us have grown weary of this angry world, where indeed more seems likely to happen. Let us hope it is for the best.

Now, some unfinished business. We need to look at the previous issue, Feb. 9, 1935, before we close out the decade.

Feb. 9, 1935 cover by **William Cotton.**

We stay on the lighter side, joining critic John Mosher at the local cinema to appreciate Leslie Howard’s dashing performance in The Scarlet Pimpernel…

WORKING OVERTIME…**Leslie Howard** and **Merle Oberon** in *The Scarlet Pimpernel.* Howard portrayed an aristocrat who leads a double life, publicly appearing as a dandy while secretly rescuing French nobles from Robespierre’s Reign of Terror. (PBS)

* * *

From Our Advertisers

Cigarette manufacturers employed every angle from sex to health claims to move their product…not to be left out of any niche market, Chesterfield even went after the little old ladies…

…by contrast, the makers of Old Gold cigarettes featured a clueless sugar daddy and his leggy mistress in a series of ads drawn by famed pin-up artist George Petty…

…Otto Soglow would do well with advertisers during his career, promoting everything from whiskey to Pepsi and Shredded Wheat to department stores…in this case Bloomingdale’s…after William Randolph Hearst’s King Features Syndicate wrested The Little King away from The New Yorker in September 1934, this was the only way you would see the harmless potentate in the magazine…

…another New Yorker artist earning some ad dollars on the side was Constantin Alajalov, here adding a stylish flair for Coty…

…and then there’s James Thurber, who continued to contribute his talents on behalf of the Theatre Guild…

…and we move along to the Feb. 9 cartoons, with Thurber again…

…the issue also featured two by George Price…

…and Howard Baer supplied some life to this little party…

…now let’s return to the Feb. 15, 1935 issue…

…where John Mosher was back at the cinema, this time enjoying the story of a “beautiful stenographer”…

POPCORNY…**Fred MacMurray** and **Claudette Colbert** meet cute over popcorn in the romantic comedy *The Gilded Lily.* It was MacMurray’s second credited screen role, and it was the first of seven films in which Colbert and MacMurray would star together. (Wikipedia)

* * *

More From Our Advertisers

In its bid for survival during the Depression, the luxury brand Packard introduced its first car under $1000, the 120. Sales more than tripled in 1935 and doubled again in 1936…

…meanwhile, Hudson was hanging in there with innovations such as the “Electric Hand”…it was not a true automatic transmission, but it did allow drivers to shift gears near the steering wheel…

…as demonstrated here…

…whatever you were driving, Goodyear claimed it would keep you the safest with their “Double Eagles”…

…I include this ad for Taylor Instruments because it features an illustration by Ervine Metzl, who would become known for his posters and postage stamp designs…

…Metzl’s design of a three-cent stamp commemorating the 1957–1958 International Geophysical Year…

…on to our cartoonists, we begin with this Deco-inspired artwork by an unidentified illustrator…

…one of Helen Hokinson’s “girls” was going about her daily rounds…

…Garrett Price gave us a gatekeeper not quite up to his task…

…Gilbert Bundy was seeing stripes rather than stars…

…while James Thurber’s medium was getting in touch with an equine spirit…

…scientific inquiry knew no bounds in Robert Day’s world….

…and in the world of Alain (aka Daniel Brustlein), old habits died hard…

…and we close with Peter Arno, at his risqué best…

Thanks for reading The New Yorker State of Mind!

Legitimate Nonchalance

Above: W.C. Fields was a well-known juggler and vaudeville performer decades before he became even more famous in the movies of the 1930s.

William Claude Dukenfield was a vaudeville juggler who distinguished himself from other “tramp acts” by adding sarcastic asides to his routines. Internationally known for his juggling skills, by the turn of the century the man who billed himself as “The Eccentric Juggler” would become much better known by another name: W.C. Fields.

In the first of a three-part profile, Alva Johnston pondered the secret behind Fields’ genius, an “inborn nonchalance” that he considered “the rarest of gifts.” Johnston surmised that some of that genius derived from the volatile relationship Fields had with his father, and the street-smarts he gained as a runaway at age eleven. It is no surprise, however, that these childhood stories of hardship were significantly embellished by the great wit himself.

A STAR IS FORMED…Clockwise, from top left, **W.C. Fields** in his youth; Fields was an internationally known juggler, seen here in his vaudeville days in the early 1900s; Fields made his screen debut in 1915, seen here in his second film, *Pool Sharks* (1915); Fields with **Carol Dempster** in Sally of the Sawdust, a 1925 silent comedy film directed by D. W. Griffith. (Pinterest/YouTube)

Johnston also described Fields’ acting style and demeanor, noting that the actor’s asides were likely inspired by his mother, Kate Spangler Felton, who was known for her doorstep witticisms.

NINETEEN THIRTY-FIVE WAS A GOOD YEAR for W.C. Fields, who starred in *It’s a Gift* (right), released the previous December, and in the 1935 screen adaptation of **Charles Dickens’s** *David Copperfield*, as the character Wilkins Micawber. (MGM/IMDB)

* * *

Macabre Diversions

In the days before television and the internet, folks got their dose of the sensational and macabre from the tabloids, or, on occasion, in real life. Before crime or accident scene investigations became more sophisticated, it was not uncommon for crowds to mob grisly death scenes, including the car containing the bullet-riddled bodies of notorious bank robbers Bonnie Parker and Clyde Barrow. Their Ford automobile, pocked with 112 bullet holes, became a popular traveling attraction at fairs, amusement parks, and, in February 1935, at a car dealer’s showroom in Missouri. E.B. White explained:

BEFORE THE INTERNET, folks got their ghoulish thrills by rubbernecking at famous crime scenes. At left, a crowd gathers around the bullet-riddled car belonging to Bonnie and Clyde. According to one account, at the scene of the police ambush on Louisiana State Highway 154, nearly everyone collected souvenirs including shell casings and bloody pieces of clothing from Bonnie and Clyde. One man even tried to collect Clyde’s left ear with a pocket knife; at right, unidentified man standing next to the “death car.” (KXAN/unt.edu)

* * *

Saar Kraut

Janet Flanner mused on the recent plebiscite in the Saarland, which following World War I was seized from Germany and placed under the governance of a League of Nations commission. Much to the dismay of the French, the majority German population voted to return the Saar region to Germany, and its Nazi leadership.

* * *

Over the Rainbow

In a previous column, Lois Long took aim at the Rockefeller Center’s new Rainbow Room, dismissing it as a tourist trap filled with interminable strains of organ music. In her latest column, Long retracted some of that vitriol, finding the entertainment (and, one supposes, the food) more to her liking.

THE ‘INCORRIGIBLE’ **Beatrice Lillie** (left) delighted Lois Long and audiences in the Rainbow Room on the 65th floor of Rockefeller Center; at right, ballroom dancers **Lydia** and **Joresco** take to the floor in the then newly opened Rainbow Room, 1934. (Pinterest/#rainbowroomnyc)

* * *

From Our Advertisers

As Lois Long mentioned in “Tables for Two,” British actress and singer Beatrice Lillie was appearing at in the Rainbow Room on the 65th floor of Rockefeller Center; according to the ad below, also featured were ballroom dancers Lydia and Joresco and bandleader Jolly Corburn…

…at first I though this was Alfred Lunt and Lynn Fontanne shilling for Luckies, but the resemblance isn’t quite there, plus I’m not aware of the Broadway legends ever endorsing any product, let alone cigarettes…

…the folks at Hormel continued to feature notable Frenchmen who were known to enjoy French onion soup, although this particular image doesn’t do much for one’s appetite…

…the Bermuda Trade Development Board continued to feature colorful ads that enticed New Yorkers away from the late winter blahs…

…this ad for Schaefer is a bit odd…I guess the artist wanted to suggest a handbill, and therefore tilted the image it at an angle, unsuccessfully, one might add…

…The Theatre Guild once again called upon the talents of James Thurber to advertise their latest production…

…which segues into our cartoons, with Thurber once more…

…Al Frueh did his part to promote the stage with this illustration for the theatre section…

…Otto Soglow offered his spin on pairs figure skating…

…Gardner Rea explored the world of art appreciation…

…Helen Hokinson aptly supplied this cartoon for Lois Long’s fashion column…

…Whitney Darrow Jr. showed us the consequences of classified advertising…

…Barbara Shermund clued us in on the latest gossip…

…and we close with Peter Arno, and one butcher’s cold greeting…

Next Time: A Decade of Delights…

Mary Quite Contrary

Above: Illustration and article on "Typhoid Mary" that appeared in 1909 in The New York American. At right, Mary Mallon with other quarantined inmates on North Brother Island. (Wikipedia)

The Irish-born Mary Mallon (1869–1938) lived a simple life as a maid and a cook, and it would have been a life of anonymity save for a sad twist of fate on the day she was born.

History knows Mary Mallon as Typhoid Mary. From 1901 to 1907 she would cook for seven wealthy New York families that would later contract typhoid. Mallon was born to a mother who was infected with typhoid, which offers a possible explanation as to why she became an asymptomatic carrier of the disease. Forcibly quarantined on North Brother Island (near Long Island) from 1907 to 1910, Mallon agreed upon her release to take hygienic precautions, including ending her occupation as a cook.

When other jobs failed to pan out, Mallon returned to cooking—this time in restaurants and hotels—infecting many more while evading investigators who were desperately trying to track her down (it is estimated she infected up to 122 people, resulting in as many as four-dozen deaths). When she was finally arrested in 1915, she was returned to North Brother Island, where she would live out her days. Stanley Walker (1898–1962), a native Texan, longtime editor of the New York Herald Tribune, and a New Yorker contributor from 1925 to 1956, featured Mallon in a profile for the Jan. 26, 1935 issue. Some brief excerpts:

* * *

The Latest Sensation

Mary Mallon was the source of sensational headlines in the early 1900s, but even she couldn’t top the media frenzy prompted by the Lindbergh baby kidnapping and the trial of accused murderer Bruno Hauptmann. The New Yorker’s Morris Markey went to the courthouse in Flemington, New Jersey, to file this report for “A Reporter at Large.” Excerpts:

TRIAL OF THE CENTURY…Clockwise, from top left: **Bruno Hauptmann** (center) at his murder trial, which ran from Jan. 2 to Feb. 13, 1935, in Flemington, New Jersey; **Charles Lindbergh** takes the witness stand; novelist **Fanny Hurst** and gossip columnist Walter Winchell at the trial on Jan. 30, 1935—the “Trial of the Century” was followed by more than 700 reporters; police ropes contained the large crowds gathered at the courthouse. (Library of Congress/umass.edu/*Courier Post*)

Hauptmann would be convicted of the crime and immediately sentenced to death. On April 3, 1936, he would meet his end in an electric chair at the New Jersey State Prison, maintaining his innocence to the very end.

* * *

From Our Advertisers

On to our ads, we begin with another colorful spot from Penn Maryland, and jolly times on Miami Beach…

…here is the first in a series of ads that the makers of Old Gold cigarettes (Lorillard) began running in 1935, featuring a sugar daddy and his leggy mistress…they were drawn by George Petty (1884–1975), famed for his “pin-up girls” featured on many magazine covers as well as in ads for Old Gold, Jantzen swimsuits, and TWA, among others…

…here is Petty at work in 1939…

…Buffalo-based Pierce-Arrow was known for its expensive luxury cars, which were not exactly hot sellers during the Great Depression; moreover, Pierce was the only luxury brand that did not offer a lower-priced car to provide cash flow to the company, and contrary to the claims in this ad, Pierce-Arrow would close its doors by 1938…

…one thing alive and well in the 1930s was sexism, and here is a good example from the makers of a popular line of soups…

…The Theatre Guild called upon the talents of James Thurber to promote their latest production…

…and we continue with Thurber as move into the cartoons…

…where Robert Day found some miscasting in a Civil War epic…

…George Price’s floating man seemed to be coming back to earth…

…Day again, with a sure-fire way to defend one’s goal…

…Alan Dunn offered words of wisdom from the pulpit…

…and we close with Barbara Shermund, and a familiar face…

Next Time: Legitimate Nonchalance…

Everything’s Jake

Lois Long employed the Prohibition-era slang term “Everything’s Jake” (“it’s all good”) to headline her latest installment of “Tables for Two.” If you’ve been following the exploits of our nightlife correspondent in this blog, you might recall that for a time in the early thirties she found the New York club scene lackluster, without the daring and grit of the speakeasy era. Lately, however, she was finding some new adventures after dark.

Jan. 19, 1935 cover by **Constantin Alajalov.**

Long checked out the Revue Folies Bergère at the Earl Carroll Theatre, which had been renamed the French Casino, as well as the cavernous Flying Trapeze and the refurbished Hollywood Restaurant, headlined by crooner Rudy Vallée.

FROLIC AND FOLLY…Clockwise, from top left, a Dec. 24, 1934 *Herald-Tribune* advertisement for the *Revue Folies Bergère*, the show that opened the new French Casino; a bubble dance as part of the revue, circa 1936; the interior of the French Casino, view from the stage; interior view of former lounge underneath the balcony converted to a cocktail lounge for the French Casino. (Images from Chris Arena and Anthony L’Abbate via drivingfordeco.com/MCNY)

THE SERPENTINE WRITHINGS of dancers Harald and Lola (**Harold Liebmann** and **Lola Werbesz**) dazzled **Lois Long** during a Folies Bergère performance at the French Casino…They are seen here performing at New York’s Shubert Theatre during their first U.S. tour in 1932. (roosvt.com)

OTHER NIGHTLY DISTRACTIONS…Clockwise, from top left, postcard image of the cavernous Flying Trapeze Restaurant; **Lois Long** missed **Sally Rand’s** bubble dance at the Paradise, but she did catch a swell show at the Hollywood Cabaret at 48th and Broadway featuring **Rudy Vallee**, seen here on a 1935 postcard; exterior of the Hollywood Cabaret, circa 1935. (Pinterest)

NAUGHTY OR NICE…**Lois Long** was astonished by the female impersonators at the “naughty” Club Richmond…the club’s performers included **Harvey Lee**. (ualr.edu)

Long also checked out the “naughty” Club Richmond, and returned to the Central Park Casino, which was not long for the world.

* * *

The Cost of Living

In 1934 Gloria Morgan Vanderbilt famously lost custody of her daughter, Gloria Laura Vanderbilt, to her sister-in-law Gertrude Vanderbilt Whitney. Granted limited parental rights, Gloria Morgan was allowed to see her daughter on weekends in New York, but the court had removed GMV as administrator of her daughter’s trust fund, her only source of support. Howard Brubaker had this to say in his column “Of All Things.”

WHAT’S A MOTHER TO DO? **Gloria Morgan Vanderbilt** in a 1933 photo. Inset, daughter **Gloria Laura Vanderbilt** in 1935. (Duke University)

* * *

Too Much of a Good Thing

The French automaker Citroën established its reputation for innovation with the 1934 Traction Avant—the first car to be mass-produced with front-wheel drive, four-wheel independent suspension, and unibody construction. However, the cost of making all of these swell improvements—including the tearing down and rebuilding of company’s factory in just five months—led to the financial ruin of the company. After Citroën filed for bankruptcy in December 1934, its largest creditor, the tire-making giant Michelin, swept in to become the principal shareholder

Not only did Citroën lose control of its car company, it also lost its claim to the world’s largest advertising sign. Four nine years Citroën had its brand name emblazoned on the Eiffel Tower, but with bankruptcy (high electricity bills didn’t help) the company was forced to turn off the sign. Paris correspondent Janet Flanner had this observation:

CAN’T MISS IT…From 1925 to 1934, 125,000 glowing lights advertised the Citroën brand on the Eiffel Tower. At right, the company’s innovative 1934 Traction Avant. (Pinterest)

* * *

From Our Advertisers

The National Motor Boat Show replaced the New York Auto Show as the main attraction at the Grand Central Palace…

…the folks at Pond’s found another Vanderbilt to shill for their cold cream, Muriel Vanderbilt, a socialite and noted thoroughbred racehorse owner…she is joined here by Washington Debutante Katrina McCormick, who was also a fancier of the horse circuit…

…the famed slogan Guinness is Good for You was launched in 1929, and apparently there is some truth to the claim (antioxidants, according to a University of Wisconsin study), and no doubt it was kinder to one’s morning head than other libations…

…if you preferred the stronger stuff, you could take the advice of cartoonist Peter Arno and Penn Maryland Whiskey, here making a play on words with the title of the 1925 novel (and Broadway play) Gentleman Prefer Blondes…