Otto Soglow – A New Yorker State of Mind

The President’s Mystery

Above: President Franklin D. Roosevelt was credited as a writer on the film "The President's Mystery," although his role was more one of inspiration; at right, Betty Furness and Henry Wilcoxon starred in the film. (rottentomatoes.com)

Just one month before the 1936 general election, Republic Pictures released a film “conceived by Franklin D. Roosevelt.”

October 24, 1936 cover by **Constantin Alajalov.**

Yes, the president of the United States, standing for re-election in November (which he would win by a landslide), was actually credited as a writer for the film The President’s Mystery, although FDR’s actual role in the film was its concept. While visiting with Fulton Oursler, editor of Liberty magazine, Roosevelt posed the question: “How can a man disappear with five million dollars of his own money in negotiable form and not be traced?” Oursler, a close friend of the president’s, responded by enlisting several prominent authors to write a screenplay. New Yorker film critic John Mosher takes it from there:

The story behind the film was first featured in the Nov. 16, 1935 issue of Liberty magazine…

…and released as a movie on Sept. 28, 1936…

MAN OF MYSTERY…Clockwise, from top left, President **Franklin D. Roosevelt,** a fan of mysteries, conceived the idea for *The President’s Mystery*; **Henry Wilcoxon, Frank O’Connor**, an unidentified actor, and **Wade Boteler** featured on a lobby card promoting the film ; **Betty Furness, Si Jenks**, and **Henry Wilcoxon** in a promo shot for the film; poster for the film featured an image of FDR on the cover of Liberty magazine. *(instagram.com/imdb.com/themovieb.org)*

Mosher also had “pretty good fun” with the star-studded screwball comedy, Libeled Lady, which was acclaimed by critics and nominated for Best Picture:

LOVE QUADRANGLE…Lovers spats and romantic mix-ups were just part of the stew in the screwball comedy Libeled Lady. At left, **Myrna Loy** and **Spencer Tracy;** at right, **William Powell** and Jean Harlow. *(imdb.com/movie nation.com)*

There were still other films reviewed by Mosher, including The Devil is a Sissy, starring sixteen-year-old Mickey Rooney, still emerging as a star, as well as famed child actors Jackie Cooper and Freddie Bartholomew. There was also a film featuring Clark Gable as a prize fighter, and a movie titled The Longest Night, ironically the shortest feature ever produced by MGM—just 51 minutes.

STREET SMARTS…**Mickey Rooney, Jackie Cooper,** and Freddie Bartholomew in *The Devil is a Sissy*, a story about a posh kid who befriends a couple of ruffians; **Clark Gable** was down for the count in *Cain and Mabel,* co-starring **Marion Davies**; **Robert Young** teamed up with **Florence Rice** in the mystery-thriller, *The Longest Night*—Florence Rice was the only child of sportswriter **Grantland Rice**. (Wikipedia/mubi.com/tcm.com)

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A Second Life

E.B. White still wasn’t done with the new Life magazine—recall his “Notes and Comment” from Sept. 19, when he lamented a magazine that would “consist almost entirely of pictures” and would “do away with the last vestiges of privacy in America.” Here White notes the purchase of Life by Time, Inc., and compares it to the old Life.

ASKING FOR MERCY…**E.B. White** hoped the new *Life* magazine would have some of the mercy and grace of its predecessor. (sunrisepoint.com/time.com)

LIFELESS…Launched in 1883, *Life* was an American humor and general-interest magazine. Purchased and shut down in 1936 by Henry Luce, he replaced it with his new, and very different Life. The image above is the cover of the Feb. 2, 1922 issue of the old magazine. (Wikipedia)

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A Sensitive Hamlet

There are as many approaches to playing Hamlet as there are versions of the famous Shakespeare play, The Tragedy of Hamlet, Prince of Denmark. In the case of actor John Gielgud, as reported in “The Talk of the Town,” Hamlet was quite sane, although he was “immensely sensitive.”

MOMMY DEAREST…At left, **Judith Anderson** as Hamlet’s mother, Gertrude, Queen of Denmark, and **John Gielgud** as Hamlet in Broadway’s 1936 production of the Shakespeare play; at right, **Carl Van Vechten** portrait of Gielgud during the actor’s time on Broadway, December 1936. Gielgud is widely regarded as one of the definitive Hamlets of the 20th century. *(newyorktheater.me/newworldencyclopedia.org)*

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Safety Last

Morris Markey was on hand for the Vanderbilt Cup Race (recently featured here), offering a track-side look at the pit crews. Notable in this excerpt is the complete lack of safety protocols, from gasoline poured out of wide-mouthed cans to smoking and drinking among drivers and pit crews. The race winner, Tazio Nuvolari (who refuses some brandy but puffs on a cigarette) would eventually have to retire by 1950 due to his total deafness and other health problems—he spent years racing in an open cockpit with the manifold ends right next to his ear. Those combustion gases—containing gasoline juiced with methanol, benzene, acetone, and nitrobenzene—easily penetrated Nuvolari’s ears and nose and were absorbed directly into his skin and bloodstream.

GUTS AND GLORY…Italian racing legend **Tazio Nuvolari** (1892–1953) with his Alfa Romeo before the start of the 1935 Nice Grand Prix in France. Nuvolari easily won the 1936 Vanderbilt Cup on Long Island. *(notenoughcylinders.com)*

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Color My World

The works of John Marin, considered one of America’s finest water-colorists, were featured in a major exhibition at the Museum of Modern Art. In addition to a review by art critic Lewis Mumford, Marin was featured in this mini bio on the opening pages…caricature by William Auerbach-Levy…

MASTER WATER-COLORIST…**John Marin’s** *Movement No. 2, Related to Downtown New York (The Black Sun)*, 1926. Image reproduced from the 1936 MoMA exhibition catalog. (moma.org)

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From Our Advertisers

The Oct. 24 issue opened with this advertisement by the distillers of Old Taylor, who continued to compare their product to the work of “masters,” here the painter Frederic Remington…

…on the opposite page, this spare ad from Chrysler, a stark contrast to their previous week’s very wordy appeal…

…the promoters of Budweiser took a cue from the whiskey distillers, invoking the words of an historic personage to promote their product…

…predating modern thermostats by decades, the mechanical Chronotherm was one of the earliest automated room thermostats ever produced by the Minneapolis-Honeywell Regulator Company…it was often used to control coal or early heating systems by automatically adjusting dampers or furnaces on a schedule…

The Minneapolis-Honeywell Chronotherm retailed for about $41 in the 1930s (equivalent to roughly $970 today). It was considered a high-end luxury upgrade for the home. *(si.edu)*

…Martini & Rossi would have about six more months to serve their vermouth on the Hindenburg before it would go down in a fireball on May 6, 1937…

…the illustrations in this No-Mal ad mimicked the style of Otto Soglow to market a new patent medicine touted as a stimulant and hangover cure, among other things…these remedies often contained heavy doses of caffeine plus aspirin, mild laxatives, and antacids, while some also contained the amphetamine Benzedrine…

…model railroading for adults started to build up steam in the 1930s…here’s a back of the book ad aimed at those who couldn’t afford to travel but who could afford a Scale-Craft kit…

…here’s a page from the 1936 Scale-Craft catalog…

…and an example of what you could build from a kit…

…and there’s no guessing the target audience for this brand of cigarettes…

…on to our cartoonists, Al Frueh was back with illustrations for the theater review section…

…Alain found nothing humorous about being a Good Humor man…

…a couple of spots by Abe Birnbaum (left) and unidentified at right (signature looks like PHRANK)…

…a stray arrow found its way into this cartoon by Charles Addams…

…Whitney Darrow Jr illustrated the childish side of politics…

…we zoom in for a close-up…

…Darrow again, making a new friends…

…Ned Hilton drew up an outfit that clashed with the salad course…

…James Thurber greeted a group of dour birds (interesting background with sporting scenes…one wonders why)…

…Otto Soglow gave us some shattered dreams…

…Alan Dunn visited the fiction section, no questions asked…

…and Dunn again…with an around the world adventure stuck in traffic…

…Fortune magazine probed the mysteries of middle class life, per Carl Rose…

…and we close with Helen Hokinson, and the unease of an approaching winter…

Next Time: Far-Fetched Faulkner…

National Treasure

Above: Detail of a mural by William Gropper, "Construction of a Dam," 1939, located in the U.S. Department of the Interior. (gsa.gov)

Sociologist and urban design critic Lewis Mumford was well known for his strong convictions regarding the development of cities, but he also applied those convictions—namely his ideas of organic balance—while writing “The Art Galleries” column for The New Yorker.

October 17, 1936 cover by William Steig.

Mumford (1895–1990) was neither a traditionalist nor a modernist, but rather a proponent of art and architecture that was human-scaled and that honestly reflected the times and places it which they were created. In his Oct. 17 column he cited Washington’s new Supreme Court Building as a prime example of sham architecture, and lamented a “certain staleness” in an exhibition of the U.S. Treasury’s Relief Art Project, which commissioned numerous murals and sculptures for installation in federal buildings. Excerpts:

SUPERANNUATED CLASSICISM was the term **Lewis Mumford** used to describe new buildings in Washington, D.C., and suggested (in jest) commissioning murals to cover their outside walls, including those of the new Supreme Court building, completed in 1935. According to the Federal Judiciary Center, the building was designed on a scale in keeping with the importance and dignity of the Court and the Judiciary as a coequal, independent branch of the United States Government, and as a symbol of “the national ideal of justice in the highest sphere of activity.” *(fjc.gov)*

Although Mumford noted the “hacks and mediocrities” of Treasury-sponsored art, he also noted the inclusion of a number of distinguished artists. The problem, it seemed to him, was not the artists but rather the outmoded, monumental murals they were commissioned to create.

MONUMENT MEN…Clockwise, from top: mural by **William Gropper,** *Construction of a Dam,* 1939, located in the Department of the Interior; mural created in 1937 by **Peppino Mangravite** for the U.S. Post Office in Hempstead, New York, depicting the arrival of British dirigible R.34 with the first air mail in 1919; **Ernest Fiene** painting from 1938 depicted a wildfire battle, one of a set of four Fiene oil-on-canvas murals at Interior. *(gsa.gov/livingnewdeal.org)*

Mumford concluded: “We need a type of painting that is flexible and renewable…capable of renewal every month, or as often as a Japanese changes a kakemono.”

THE ART OF IMPERMANANCE…**Lewis Mumford** wrote that public art should change as often as the Japanese change their *kakemono. (britannica.com)*

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Been There, Done That

E.B. White gave voice to New Yorker mascot Eustace Tilley in 1927 when Tilley bade farewell as the author of “The Talk of the Town.” White also checked in on Tilley in a 1932 “Notes and Comment” column, recounting how Tilley almost lost his silk top hat to the tax man. Tilley turns up again in this week’s “Notes,” this time appearing quite inebriated and refusing to attend a star-studded party at the Waldorf:

HO-HUM…Not even Benny Goodman and a bevy of Hollywood stars could distract **Eustace Tilley** from his drink and a tin of oysters. (bennygoodman.com)

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Stunt Pilots

I’m not sure which “Talk of the Town” writer went up on the airplane, but either Eugene Kinkead or Russell Maloney hopped aboard an American Airlines charter in a publicity stunt that involved flying a group of reporters above a ship (the S.S. Santa Paula) that was carrying two Hollywood stars—newlyweds Joan Blondell and Dick Powell.

AHOY THERE!…Newlyweds **Joan Blondell** and **Dick Powell** greet admirers as they arrive in New York aboard the S.S. *Santa Paula.* A *New Yorker* writer was flying somewhere overhead. *(godsandfoolishgrandeur.blogspot.com)*

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Gielgud’s Gig

After enormous success on the London stage, John Gielgud brought his Hamlet to Broadway’s Empire Theatre, where he was paired with Lillian Gish as Ophelia. Robert Benchley was there for the action. Excerpt:

ACTING ROYALTY…The queen of the silents met the king of the stage when **Lillian Gish** joined John Gielgud for Broadway’s production of *Hamlet* at the Empire Theatre. The play ran for 132 performances, a record at that time for a Shakespeare play on Broadway. *(James Grissom via facebook.com)*

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At the Movies

Some light fare at the cinema, with Shirley Temple cranking out her thirteenth starring role in Dimples, and Mary Carlisle teaming up with Lew Ayres for some shore leave hijinks in Lady Be Careful.

EIGHT-YEAR-OLD FILM VETERAN **Shirley Temple** and co-star **Frank Morgan** featured on a lobby card promoting Dimples; at right, **Mary Carlisle** and **Lew Ayres** in *Lady Be Careful. (eBay.com/facebook.com)*

A quick note about the actress, singer and dancer Mary Carlisle (featured above): Best known for her roles as a wholesome ingénue in 1930s musical-comedies, she was with us until just eight years ago. The last surviving WAMPAS Baby Star, Carlisle died at age 104 in 2018.

AGELESS…Publicity photo of **Mary Carlisle**, circa 1930s. *(facebook.com)*

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Saving Face

Famed stage actress Blanche Yurka had some choice words for Frank Sullivan after she read his Sept. 26 humor piece, “Save Your Face, Miss Blondell”…

WHAT ABOUT ME?…**Blanche Yurka** (left) called out **Frank Sullivan** for his attentions to “movie cutie” **Joan Blondell**. Yurka (1887–1974) was an acclaimed actress known for her intense commitment to both stage and screen roles—she even learned to knit (center image) so that she could play the role of the vengeful Madame Defarge in the 1935 film adaptation of A Tale of Two Cities. (tmdb.org/michaelbalter.substack.com/sspl.org)

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The latest mini-bio from the calendar section featured famed violinist Friedrich “Fritz” Kreisler (1875–1962)…illustration is by Hugo Gellert…

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From Our Advertisers

We begin with this full-page advertisement for Heinz tomato juice, which featured a photo of a man who resembled playwright/actor Noël Coward…the person in the ad is not identified, but Coward was known for endorsing products from time to time, including Bulova watches and Rheingold beer…

…another ad illustrated by Margaret Sommerfeld, who produced promotional artwork for Saks…

…and another full page ad for Old Gold illustrated by pin-up artist George Petty…

…the Old Gold ad marks a departure from a long series of Petty-illustrated ads that were more in the pin-up style and featured a leering little man rather than a handsome masher:

…most cigarette ads still targeted the growing market of women smokers, including this line of smokes manufactured by Benson & Hedges…

…Ozzie Nelson was a famed bandleader until he reached even greater fame on his own radio series, The Adventures of Ozzie and Harriet, launched in 1944, and his television show by the same name, which ran from 1952 to 1966…

…if Ozzie Nelson wasn’t your thing, you could tap your toes to Paul Draper’s dancing ensemble or Shep Fields’ “Rippling Rhythm Orchestra” at the Hotel Pierre…

…some advertisers persisted in running wordy appeals for their products, including the execs at the Chrysler, who thought consumers could be swayed by the story of a nineteenth-century amateur chemist who accidentally refined coal tar and spawned a billion-dollar industry…

…the makers of the luxury brand Packard continued to stay afloat during the Depression by marketing lower-priced models like the Packard Six…

…lower-priced options were also featured in this ad from an organization called “Living American Art,” which offered “faithful” color collotype reproductions by modern artists, including New Yorker contributors Peggy Bacon and Reginald Marsh…

1936 lithograph of Peggy Bacon’s *The Nosegay,* featured in the ad above. *(posted on Facebook Marketplace)*

…and we have another striking Abe Birnbaum caricature (of stage actress Gertrude Lawrence) for Stage magazine…

…imagine entering this dining room while aboard a Grace Line Santa liner…not a waterslide or buffet line in sight (this was the same liner that Joan Blondell and Dick Powell took on their honeymoon from California to New York)…

…Otto Soglow continued illustrating ads for WOR radio…

…which segues to our cartoonists, beginning with a spot by Arthur Getz…

…a caption-less entry by Alain…

…Alain again, with a puzzling challenge…

…a horticultural mystery courtesy of Helen Hokinson…

…Charles Addams presented an ideal client to this fortune teller…

…Carl Rose got a little spooky…

…Gardner Rea served up an Olympian boast…

…Peter Arno drew up a doubtful doctor…

…Whitney Darrow Jr illustrated the power of motion pictures…

…George Price sampled the latest styles in ice bags…

…Barbara Shermund went shoe shopping…

…and we close with the first New Yorker cartoon by Douglas Borgstedt (1911–2001), and a good one at that!…

Next Time: The President’s Mystery…

Can-Can in Cleveland

Above: Postcard image of the "Avenue of Presidents" at the 1936 Great Lakes Exposition in Cleveland, Ohio. (youtube.com)

Before the days of mass communications, millions would flock to various world’s fairs and expositions to see the latest inventions, experience the boosterism of the host city, and seek out the thrills of a carnival ride or peep show.

September 26, 1936 cover by Constantin Alajalov.

Along with the major world’s fairs such as Chicago’s 1893 World’s Columbian Exposition, smaller cities also hosted expositions to “boom” their standing in the world—Omaha’s 1898 Trans-Mississippi and International Exposition attracted 2.6 million people, including President William McKinley, and three years later Buffalo’s 1901 Pan-American Exposition would draw eight million—McKinley was there, too, but his visit (and life) would be cut short by an assassin’s bullet.

In many cases these expositions commemorated anniversaries that marked the progress of a particular city or geographic area. Such was the case of Cleveland’s Great Lakes Exposition, which was created to commemorate the centennial of Cleveland’s incorporation as a city while giving a boost to a region hit hard by the Depression. The exposition was visited by The New Yorker’s Eugene Kinkead, who was an editor and writer of the magazine’s “The Talk of the Town” section for many years. Here are brief excerpts from his visit:

SOMETHING FOR EVERYONE…Clockwise from top left: Poster for the Great Lakes Exposition; the most popular attraction was Billy Rose’s Aquacade, a 5,000-seat theater-restaurant that featured diving and synchronized swimming (the Aquacade was also a hit at the 1939 New York Wold’s Fair); star attractions at the Aquacade were Olympic champion swimmers **Eleanor Holm** and Johnny Weissmuller, pictured here with **Billy Rose**; the “Streets of the World” showcased the cultures of more than forty different countries—it also featured the “French Casino,” a restaurant/nightclub that drew massive crowds to its “Girl Revues”—naturally, the scantily clad performances and nude can-can dancers created a major stir among more modest expo attendees. *(chicagovintageposters.com/clevelandmemory.org)*

OTHER DIVERSIONS…Above: the can-can dancers who caused quite a stir at the French Casino, located in the “Streets of the World” section. Below: One of the blimps the Goodyear Tire & Rubber Company featured at the exposition rises in the background of “Streets of the World.” Visitors could purchase tickets for three dollars (roughly $65 today) to take a scenic flight over downtown Cleveland, the exposition, and Lake Erie. *(clevelandmemory.org)*

EXPO BY NIGHT…Clockwise, from top left: Postcard view of the main entrance to the Great Lakes Exposition, backlit by the “Aurora Borealis”—a spectacular light display created by powerful searchlights and colored beams; a tower sponsored by Cleveland’s famed Higbee’s Department Store; photograph of the main entrance at night. *(clevelandmemory.org/clevelandhistorical.org)*

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Relax, Joan

New Yorker regular Frank Sullivan found inspiration in a newspaper article featuring actress Joan Blondell lamenting the “surprised look” she thought was permanently fixed on her face. Sullivan suggested that Blondell “must live a pretty secluded life” not to notice a world “full of startled faces.” Alluding to the coming war in Europe, he suggested that in a year or two “everyone will probably look like ZaSu Pitts.”

PUT ON YOUR WAR FACE…**Frank Sullivan** reassured **Joan Blondell** (center) that soon everyone would wear the expression of actress **ZaSu Pitts** (left). *(imdb.com/sspl.org)*

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At the Movies

As previously noted, costume dramas were big in 1936, and critic John Mosher was less than enthusiastic about many of them, but he found Nine Days a Queen (Tudor Rose in the British release) a sensible affair, noting that “English studios manage to dress up their historical pageants with a care and a suggestion of authority…”

TEMPORARY CROWN…*Nine Days a Queen* (aka *Tudor Rose*) tells the story of **Lady Jane Grey’s** brief reign as the queen of England before she loses her head. Left: **John Mills** as Lord Guilford Dudley and **Nova Pilbeam** as Lady Jane Grey. At right, executioners seek forgiveness from Lady Jane ahead of their grisly task. Critic John Mosher liked the film, but Graham Greene (critic for *The Spectator),* wrote that he had “seldom listened to more inchoate rubbish…” *(oldhollywooddiary via instagram.com)*

Mosher found the musical comedy Sing, Baby, Sing a minor entertainment, and dismissed the screwball comedy My Man Godfrey as “nonsense.” Mosher was in the minority on that latter opinion: Godfrey was one of the most acclaimed comedies of 1936, nominated for six Oscars. In 1999 the film was selected for preservation in the National Film Registry.

PAIRING OFF…**Alice Faye** and Adolphe Menjou in *Sing, Baby, Sing.* **Carole Lombard** and **William Powell** in *My Man Godfrey.* Lombard and Powell were briefly married from 1931 to 1933, but remained close friends after their divorce. (eBay.com/pbs.org)

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From Our Advertisers

The inside front cover greeted readers with this romantic image from Richard Hudnut cosmetics…

…the makers of Lucky Strikes used a bit of romance themselves to inspire more women smokers…

…the folks at Birds Eye took out this advertisement to extol the virtues of frozen fish…

…an odd ad from Green Giant, using the image of an annoying little man to sell peas…one imagines the woman calling “Pa, git yer shotgun”…

…the Parc Vendome advertised its apartments as a great place to keep fit, everything from calisthenics to sun-lamp treatments…

…a couple of one-column ads from the back of the book…at left: founded in 1935, Cadaco was known for transforming real-world sports into table-top versions…on the right: John-Frederics was a partnership between hat designer “Mr John” Harberger and Frederic Hirst…John-Frederics hats were famous in Hollywood, including the green velvet bonnet worn by Vivien Leigh in 1939’s Gone with the Wind…

This 1938 edition of Cadaco’s Bas-Ket featured spring-loaded levers that propelled a ping-pong-like ball toward a basket. (etsy.com)

…Scribner’s magazine, a product of publisher Charles Scribner’s Sons, tried to head off declining circulation by hiring a new editor-in-chief, Harlan D. Logan, who sought to modernize the format to compete with contemporary lifestyle magazines…the publisher took out this cheeky full-page ad to draw attention to the “new” Scribner’s…

…founded in January 1887, the magazine saw its strongest sales when Teddy Roosevelt was a contributor from the 1890s to about 1910…despite Logan’s efforts, the magazine folded in May 1939…

The October 1936 issue of *Scribner’s* marked a change in editorship and design of the magazine. This cover was by American graphic designer **Thomas Cleland.** *(vintage.es)*

…archetypes like the pompous British Colonel and the haughty Duchess seemed to be everywhere in the 1930s, whether they were foils in screwball comedies or wealthy aristocrats laughably out-of-touch and obsessed with past glories (Peter Arno knew that trick well)…if you’ve followed these posts for awhile you know they are often seen in New Yorker advertising as well…

…which makes a nice segue to our cartoons, starting with Arno…

…the calendar section featured this illustration by William Auerbach-Levy for the mini bio of popular bandlander and pianist Eddy Duchin…

…Victor de Pauw opened up the magazine with this painterly illustration…

…some spot art from fashion illustrator Alice Chamalian…

…and Richard Taylor…

…caption-less entries from Alain…

…and Robert Day…

…Leonard Dove supplied a clarification for this sugar daddy…

…William Steig gave us various types of “woe”…

…George Price delivered a surprise at the Automat…

…Otto Soglow pondered the meaning of dreams…

…and we close with some scandalous fashion gossip, courtesy Helen Hokinson…

Next Time: Mirror, Mirror…

Through the Looking Glass, Darkly

Above: The BBC offered a public demonstration of television at Waterloo Station, London, in 1936. (Colorized image via Facebook)

E.B. White was ever wary of new technology (except for aviation—he loved to fly), so television posed yet another thing to fear in the coming age of “omniscience.”

September 19, 1936 cover by William Cotton.

In addition to television, White noted two other “giant strides” in the world of science and publicity: a live radio broadcast featuring sounds from the Spanish Civil War, and the launch of a new magazine that would “consist almost entirely of pictures.”

ONE-EYED MONSTER…Clockwise, from top left: On Aug. 11, 1936, Philco Radio and Television demonstrated the transmitting end of a television with the help of camera operator R.E. Waggener and singer **Betty McNellis**—the sound and picture were projected seven miles to a receiving set; a close-up of a 1936 television camera; photo taken in 1936 during a “live broadcast” from America’s first television studio, NBC Studio 3H—from left, NBC President **Lenox Lohr,** RCA President **David Sarnoff** and Fair Committee head **Grover Whalen** sign a contract for an RCA pavilion at the upcoming 1939 World’s Fair; front and rear view of a 1936 television receiver. *(eyesofageneration.com/facebook.com)*

White also noted the upcoming launch of a new magazine, The Show-Book of the World, which was the working title of a publication that would become Life magazine. White did not like the idea of a magazine consisting mostly of pictures that graphically expose “once-private lives,” believing it would “do away with the last vestiges of privacy in America.”

MONUMENTAL…The photo on the first cover of *Life* magazine, Nov. 23, 1936, was shot by one of *Life*‘s original four photographers, **Margaret Bourke-White,** who covered the construction of the Fort Peck Dam, a Public Works Administration endeavor to build the largest earth dam in the world during the Great Depression. At right, a Bourke-White photo of Fort Peck workers enjoying some down time. *(npr.org/life.com/worthpoint.com)*

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Call for Johnny Roventini!

“The Talk of the Town” featured a brief profile of Johnny Roventini (aka Johnny Morris or Johnny the Bellboy), the famous “living trademark” for the Philip Morris tobacco company. Roventini (1910–1998), who represented the company for more than forty years, was working as a bellboy at the New Yorker Hotel in 1933 when he was discovered by an advertising agent. Excerpts:

THEY’RE SELLING YOU…In mid-century America the image of **Johnny Roventini**, known to the public as Johnny Morris or Johnny the Bellboy, seemed to be everywhere. Clockwise, from top left: Publicity photo, 1937; magazine ad, 1947; ad promoting the armed services, 1941; civil defense-themed ad, 1940s; cigarette match holder; promotional stand-up sign. *(cats.ua.edu/standford.edu/worthpoint.com)*

Roventini was probably best known for his Philip Morris promos on I Love Lucy. The new show was challenged to find a sponsor (due to the Cuban character played by Desi Arnaz) until Arnaz arranged a deal that made Philip Morris the exclusive sponsor of I Love Lucy from its premiere on October 15, 1951 through Christmas of 1954. Roventini gained unprecedented national TV exposure and became fast friends with Arnaz and Lucille Ball. Here is one more excerpt from “Talk” regarding the quiet life of Philip Morris’s “living trademark.”

I LOVE PHILIP MORRIS…**Lucille Ball, Johnny Roventini** and **Desi Arnaz** formed a lucrative trio for the tobacco company Philip Morris when *I Love Lucy* went on the air in 1951. Roventini was an occasional, social smoker, while Ball and Arnaz were heavy smokers (although Lucy preferred Chesterfields). *(facebook.com/instagram.com)*

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At the Movies

A Soviet film featuring exiled German communists proved to be a disappointment for critic John Mosher, but in retrospect the 1936 German-Soviet film The Struggle (aka Kämpfer or Der Kampf) reveals the strange and terrifying climate artists had to navigate in Stalin’s Russia.

Set in Germany after 1933, the film depicted the resistance of workers against the rise of the Nazi Party. One of the earliest films to depict Nazi terror and concentration camps, ironically many of those who worked on the film became victims of Joseph Stalin’s terror and the Gulag.

DEFIANCE…German actress Lotte Loebinger in a scene from the 1936 German-Soviet movie *The Struggle* (“Kämpfer”). Loebinger (1905-1995) managed to survive Stalin’s purges and had a long career on the stage in East Berlin following World War II. Loebinger’s lover, a German refugee physician with whom she bore a daughter, was not so fortunate, dying in a Soviet Gulag camp. *(YouTube)*

Shortly after The Struggle was completed, Stalin purged the community of exiled German communists living in Moscow, and the film was quickly banned by Soviet authorities. A large number of the film’s cast and crew were arrested, sent to the Gulag, or killed, including lead actor Bruno Schmidtsdorf, who was executed by firing squad near Moscow in 1938. Composer Hans Hauska, who wrote the film’s musical score, perished in a Soviet prison camp.

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Playing the Ponies

The calendar section continued its series of illustrated mini-bios, this week featuring Tommy Hitchcock, widely regarded as the greatest polo player in the history of the sport. A dashing figure in high society, Hitchcock (1900–1944) was also an aviator and decorated war hero. Illustration by William Cotton.

POLO PLAYING PILOT…**Tommy Hitchcock** flew as a volunteer pilot for the French Air Force in World War I, and was later instrumental in the development of the P-51 Mustang fighter plane. Hitchcock was killed in 1944 while piloting a P-51 on a test flight near Salisbury, England. *(instagram.com)*

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From Our Advertisers

A strange advertisement from Bergdorf, announcing the opening of a salon that featured a line of shoes inspired by the Chinese “bound foot”…

…if a bound foot wasn’t your thing, you could wiggle your toes in an elastic shoe fashioned from “Pleatex”…

…Wamsutta continued to promote its high thread-count sheets with these somewhat seductive advertisements…

…oddly composed advertisement for Saks Fifth Avenue by fashion illustrator Margaret Sommerfeld, who produced promotional artwork for Saks…

…Fred Astaire managed to hang on to his hat in this advertisement for “The Packard Hour” on NBC’s nationwide “Red Network”…the ad proclaimed “you’ll hear him sing and dance“…on the radio, that is…

…Scripps-Howard featured this image of the late Will Rogers to promote newspaper advertising…

…this back cover ad also featured a newspaper reader, enjoying a smoke while waiting for the train…

…best known for creating The Little King, Otto Soglow drew hundreds of cartoons and spot drawings for The New Yorker as well as for a variety of advertisers including Pepsi-Cola, Benson & Hedges cigarettes, and here, one from a series of ads he created for WOR radio…

…speaking of spots, here are two by Victor de Pauw…

…biographies of prolific New Yorker cover artist Arthur Getz give his start date at the magazine as 1938, but this might be one of his early spot drawings (although the signature style differs from Getz’s other works)…

…no mistaking this spot by Christina Malman…

…or this one by Richard Decker…

…Leonard Dove demonstrated some moves for a chorus line…

…and more wonderful Richard Taylor illustrations for Morris Bishop’s limericks…

…the well-heeled prepared to engage in a favorite sport, per Peter Arno…

…”Trans-Lux” theaters were conversions of storefronts and retail offices that seated smaller audiences than traditional theaters. Rather than feature films, the Trans-Lux theaters showed continuous 45-to-60-minute loops of newsreels (like The March of Time), short subjects, travelogues, and cartoons from 10 a.m. to midnight—people could come and go as they pleased. The theaters pioneered rear-screen projection, using a specialized, wide-angled lens placed just eight feet behind a translucent screen…

POP IN, POP OUT…The very first Trans-Lux cinema opened in 1931 at 58th and Madison as a unique venue that played newsreels and shorts. According to *The New York Times*, “by the late 1940s, the rise of television began to kill the newsreel format entirely. By 1949, Trans-Lux stopped expanding its boutique newsreel footprint and pivoted its existing houses toward showing standard feature-length films.” (Library of Congress)

…back to our cartoons, Carl Rose conjured up an unwelcome reminder…

…Charles Addams was up to his old tricks…

…Alain read the obvious from some tea leaves…

…Rea Irvin showed us some strategic thinking by military brass…

…Alan Dunn considered the mysteries of the sea…

…this guy should have suggested a comedy, per Barbara Shermund…

…Helen Hokinson continued to probe the delicate work of the dress shop…

…and we close with another by dear Helen, and the fear of too much thinking…

Next Time: Can-Can in Cleveland…

Late Summer Chatter

Above: E.B. White noted the sounds of late summer ranging from jackhammers (that sounded like cicadas) to the songs of katydids predicting an early frost. (pafa.org/Ellyn B/Flickr/nwf.org)

For roughly four decades E.B. White’s “Notes and Comment” set the tone for each issue of The New Yorker, offering observations on daily life that sometimes were compiled from his “disarranged notes.”

September 5, 1936 cover by Adolph K. Kronengold.

For the September 5 issue White offered brief comments on everything from the German military buildup to the romantic life of singer Bobby Arnst.

SHE WENT APE OVER TARZAN…Photo at left: Singer/dancer **Bobbe Arnst** shares a laugh with her first husband, *Tarzan* star **Johnny Weissmuller**—apparently her second marriage to divorce attorney **Robert Cavenaugh** wasn’t so full of yuks; White also noted the cicada-like sounds of air drills tearing up old trolley car lines—at right is the 1936 painting “End of 14th Street Crosstown Line” by early *New Yorker* contributor **Reginald Marsh**. The urban realist Marsh juxtaposed workers tearing up tracks with picketers demonstrating against Ohrbach’s, which would not allow employees to unionize. *(whosdatedwho.com/pafa.org)*

White also cited Cosmopolitan magazine regarding “the age of accumulation” (twenty-five to thirty-five), and noted the average speed of rival ocean liners for “New Yorkers hastening to the Scottish moors for the grouse shooting…”

CONSUMER REPORT…White cited *Cosmopolitan* regarding “the age of accumulation,” and considered the average speeds of the world’s fastest ocean liners, France’s SS *Normandie* (top), and Great Britain’s RMS *Queen Mary. (instagram.com/ucla.edu)*

* * *

Sounds of Music

Paris correspondent Janet Flanner moved on from the Nazi Olympics in Berlin to the foothills of the Alps for the Salzburg Music Festival, where German dramatic soprano Lotte Lehmann and Italian conductor Arturo Toscanini made music together.

DRAMATIC DUO…Dramatic soprano Lotte Lehmann and conductor **Arturo Toscanini** were the big draw at the 1936 Salzburg Music Festival, which also featured the debut of the Trapp Family Singers, who were encouraged by Lehmann to enter the Salzburg Festival contest. *(taminoautographs.com via stolpersteine-salzburg.at/en)*

In August 1936 Lehmann discovered the Trapp Family Singers (made famous in 1965’s The Sound of Music). While approaching a villa available to let, Lehmann overheard the Trapp children singing in their garden. Due to her fame, Lehmann was able to persuade Captain Georg Von Trapp to allow his children to perform at Salzburg Festival.

Flanner also marveled at the Austria’s Grossglockner High Alpine Road—with the highest pass in Europe—and noted the bitter struggle between Nazis and Social Democrats that was dividing Austrians less than two years before the Anschluss, the German annexation of Austria.

GETTING HIGH…At left, the Grossglockner High Alpine Road (Grossglockner Hochalpenstrasse); at right, the Hohensalzburg Fortress (Festung Hohensalzburg) a large medieval fortress that is a prominent landmark in the city of Salzburg, Austria. Flanner noted that unbeknownst to gawking tourists, the fortress contained political prisoners. *(Wikipedia)*

* * *

At the Movies

John Mosher found Fred Astaire and Ginger Rogers at the top of their game in the musical comedy Swing Time, but lamented the stodgy and laborious plot that burdened the non-dancing scenes.

BUSTING SOME MOVES are **Ginger Rogers** and **Fred Astaire** in Swing Time. The film was the sixth of ten films starring Astaire and Rogers. (goldenageofcinemasite.wordpress.com)

Mosher also had a look at Girl’s Dormitory, which introduced audiences to the young French actress Simone Simon, and also checked out the latest Myrna Loy flick.

THINGS THAT MAKE YOU GO HMMM…Clockwise from top left: Set at a Swiss boarding school, *Girl’s Dormitory* is a story about a middle-aged school director (**Herbert Marshall**) who resists the attentions of a forty-something professor (**Ruth Chatterton**) and instead hooks up with a 19-year-old student (**Simone Simon**);1936 photo of Simon by George Hurrell—Simon is is perhaps best remembered for her role in the 1942 American horror film *Cat People* and its sequel; **Claire Trevor, Warner Baxter,** and **Myrna Loy** in *To Mary—with Love*; cover of *Movie Parade*, a book on movie history when the history of film was just three decades old. (imdb.com/facebook.com)

* * *

From Our Advertisers

The magazine opened with another enticing photo from Grace Line depicting an ocean cruise before the days of water slides, buffet lines and norovirus…

…some one-column selections from the back of the book, including an ad from the Camel Pen Company introducing an innovative fountain pen that contained a dry ink pellet—the user added water to dissolve the pellet into a year’s supply of ink…

…these days most of us use ball-point pens, and we are also so accustomed to automatic doors that they no longer seem “magic” as they did in the 1930s…

WONDERS NEVER CEASE…In 1931, Wilcox’s Pier Restaurant in West Haven, Connecticut featured the first automatic doors in America, invented by Stanley. (cbsnews.com)

…New York artist Sheila Raleigh employed the desert island trope to sell some beer for Jacob Ruppert…

…the inside back cover popped with this ad for the streamlined V-12 Lincoln Zephyr…

…the “Talk of the Town” occasionally featured these illustrated mini-bios, here highlighting Jesse Owens’ record-setting performance at the 1936 Olympics (illustration by William Cotton)…

…a couple of spots by George Shellhase…

…and Richard Taylor…

…Helen Hokinson gave us frenemies at a dog show…

…James Thurber looked out for cockroaches…

…Otto Soglow found a new use for a bass case…

…Soglow again, demonstrating the wonders of radio advertising…

…Alain showed us a man with a cagey cane…

…Peter Arno illustrated the trials of working with extras…

…Rea Irvin continued to chronicle achievements in industry (Peruna was a well-known patent medicine sold from the late-19th to mid-20th century—with its high alcohol content, Americans drank large amounts of Peruna during Prohibition)…

…a beat cop receives an unlikely confession, per Whitney Darrow Jr…

…and we close with Alan Dunn, in a forgettable situation…

Next Time: Sun Lubbers…

Better Living Through Fiction

Above: Introduced by the American Tobacco Company in 1917, the iconic slogan "It's Toasted" became the cornerstone of Lucky Strike marketing in the 1930s. The company claimed their heat-curing method (as opposed to sun-drying) removed tobacco's "corrosive acids." This 1933 Lucky Strike advertisement was illustrated by Hayden Hayden. (wash.edu)

In May 1936 the Advertising Federation of America (AFA) celebrated the 25th anniversary of its “truth in advertising” movement, highlighting the work of vigilance committees that encouraged advertisers to avoid government intervention through self-regulation. As one can imagine, such voluntary efforts were largely ignored.

July 11, 1936 cover by **William Steig.**

The celebration was short-lived, for later that year the Food and Drug Administration’s Ruth Lamb, published American Chamber of Horrors: The Truth About Food and Drugs. Lamb, who was head of public relations for the FDA, based her publication on a FDA traveling exhibit that exposed dangerous, poisonous, and deceptively marketed cosmetics, foods, medicine, and medical treatments. Lamb played an important role in advising Congress on new regulations that culminated in the Wheeler-Lea Act of 1938, which expanded the Federal Trade Commission’s unfair competition mandate to include consumer protections from “unfair or deceptive acts or practice.” That same year, Congress also passed the Federal Food, Drug, and Cosmetic Act, requiring pre-market safety testing and prohibiting false therapeutic claims.

BLISTERS INSTEAD OF BEAUTY…In 1933 the makers of Lash Lure mascara promised women a permanently made-up look using aniline dye on eyelashes. Tragically, Lash Lure contained p-phenylenediamine, which caused horrific blisters, abscesses and ulcers on the face, eyelids and eyes of Lash Lure users. It even led to blindness in some women. *(livingnewdeal.org)*

Apparently Lamb hadn’t yet published her American Chamber of Horrors when E.B. White filed his July 11 “Notes and Comment.” He did, however, pen this satirical take on the AFA’s sanctimonious commitment to the “truth.”

…Otto Soglow provided this apt illustration along the bottom of White’s “Notes” column…

HORROR SHOW…The FDA’s Ruth Lamb displays some of the worthless and harmful products in her “Chamber of Horrors.” Lamb was instrumental in advising Congress on new drug and food legislation. *(Wikipedia)*

BUYER BEWARE…Clockwise, from top left: In the 1930s Othine promised to remove brown spots and lighten skin; the active ingredient was mercury; Bred-Spred was a line of beautifully colored “jellies” that did not contain the industry standard of 50 percent fruit/juice to qualify as jelly. Indeed, they had no fruit or juice at all—just artificial colors and flavors, and in the case of the “strawberry flavor” pictured above, a few hayseeds were added to simulate strawberry seeds; a circa 1930 ad claiming substantial weight loss simply by listening to a record. (fda.gov/brandingstrategyinsider.com)

Quackery was not confined to the smaller companies. Big Tobacco made outlandish claims regarding the health benefits of smoking…

BIG MONEY from tobacco companies financed these splashy ads from the 1930s, including, from left, Lucky Strike’s weight-loss claims; Philip Morris asserted they used a different type of moistening agent that also prevented throat irritation—these ads were aimed at easing smoker anxiety about deep inhaling; R.J. Reynolds claimed their Camels did everything from aiding digestion to easing one’s nerves. Many of the ads featured famous athletes claiming they could smoke all they wanted and still perform at their peak. (Stanford.edu)

* * *

A Quiet Place

E.B. White (in “Notes and Comment”) revealed a hallowed spot in the city where he could gather his thoughts on hot summer mornings…

REFUGE FROM THE HEAT AND DIN…This apartment building’s courtyard at 277 Park Avenue offered E.B. White a place to ponder on a summer day. Built in 1905 and designed by McKim, Mead and White, the apartments were demolished in 1964 and replaced with a glass tower. (mcny.org)

* * *

On Your Mark

“The Talk of the Town” visited the new Randalls Island Stadium (later renamed Downing Stadium). Built with WPA funding, the stadium hosted the Men’s Olympic Track and Field Trials where Jesse Owens qualified for the Berlin Summer Games.

READY TO RUN…Aerial photo of the new Randalls Island Stadium taken on July 10, 1936, the day before the Olympic trials; at right, **Jesse Owens** at the stadium’s Olympic tryouts—Owens dominated the competition by winning the 100-yard dash, the 220-yard run, and the broad jump. He would go on to win four gold medals at the Berlin Games. (Associated Press/randallsisland.org)

* * *

Ach Du Lieber

In his column “Of All Things,” Howard Brubaker offered his thoughts on the state of higher education in Nazi Germany:

* * *

Haggard and Debonair

Margaret Case Harriman profiled talent agent and theatrical producer Leland Hayward (1902–1971), a kid from Nebraska City, Nebraska who would become a renowned playboy (married five times) and agent to scores of Hollywood actors. He would also produce the original Broadway stage productions of South Pacific and The Sound of Music. Excerpts:

ALL SMILES…at left, **Katharine Hepburn** with agent/boyfriend **Leland Hayward** arriving at director **George Cukor’s** home, circa 1936; Hayward with wife number three Margaret Sullivan⁣, circa 1940. *(instagram.com/alchetron)*

* * *

Juvie Justice

For the column⁣ “A Reporter at Large” (titled “Gamins”), Morris Markey looked in on the workings of the Children’s Court on East Twenty-second Street. Beginning with the sixth paragraph is an example of how teen pregnancies were addressed in New York ninety years ago. Excerpts:

Markey examined the possible outcomes of unwed mothers and fathers, and concluded that the Children’s Court was a realistic and kindly way to deal with these issues as well as a range of juvenile offenses. History seems to be on Markey’s side; for its time, the Children’s Court offered a progressive approach that kept minors from the horrors of the prison system.

STILL STANDING…The Children’s Court building on East Twenty-second Street was visited by **Morris Markey** for his column. Today it serves as Newman Hall for CUNY’s Baruch College. *(J.C. Rice via nypost.com)*

JUST SOME KIDS HANGING OUT…**Arnold Eagle’s** Federal Art Project photo, “Boys Climbing the Fire Escape of a Deserted Building,” 1935. *(mcny.org)*

* * *

Some Lawn Tennis

American journalist and sports radio personality Cedric E. Adams (known as “Ced,” hence the initials below) occasionally provided tennis commentary for The New Yorker. Here he takes in Wimbledon, where he found the men’s matches dull and the women’s memorable.

THREE’S A CHARM…In 1936 Fred Perry won the men’s singles title at Wimbledon for the third year in a row, while Helen Jacobs’ “cool tactics” helped her capture the women’s title. (facebook.com/findagrave.com)

* * *

At the Movies

Laurence Olivier (1907–1989) was a rising star of the London stage when he moved to Hollywood in the early 1930s. Not making the breakthrough he had hoped for, he returned to London for stage and film work, including the 1935 film Moscow Nights, which was released in the U.S. in 1936 as I Stand Condemned. Critic John Mosher still wasn’t wowed by Olivier, but found the film better than average.

SPIES LIKE US…**Laurence Olivier** and **Penelope Dudley-Ward** in I Stand Condemned. Directed by Anthony Asquith, the film concerned a wounded officer who falls in love with his nurse. *(rotten tomatoes.com)*

Mosher also reviewed a “minor melodrama,” Forgotten Faces.

A GAMBLER AND A STRIPPER were portrayed by **Herbert Marshall** and **Gertrude Michael** in *Forgotten Faces*. (*mubi.com*)

* * *

From Our Advertisers

Illustrator Jon Whitcomb sketched up this happy scene to promote this “Smart French Drink”…

…as noted in our lead story, cigarette manufacturers made all sorts of health claims connected to heavy smoking…

…now this was the way to travel…sadly the U.S. has largely abandoned reliable rail service…

…from the back of the book, enticements to escape the city into the countryside…

…another Dr. Seuss Flit ad, anticipating his 1954 bestseller Horton Hears a Who…

…on to our spots, we start with a summer stock-themed woodcut by Susan Willard Flint…

…escaping the heat with Christina Malman…

…on to our cartoonists, we begin with caption-less entries by Constantin Alajalov…

…Daniel ‘Alain’ Brustlein…

…George Price…

…and Otto Soglow…

…Alan Dunn gave us a man seeking order in chaos…

…and Helen Hokinson gave us a woman turning chaos into order…

…another from Hokinson, anticipating a scene from The Music Man…

…and we close with Peter Arno, and a surprise announcement…

Next Time: Platoon Platitudes…

Highfalutin Absurdities

Above: Margaret Mitchell poses with her award-winning novel, c. 1938. Mitchell won the National Book Award for Fiction for Most Distinguished Novel of 1936 and the Pulitzer Prize for Fiction in 1937. Gone With the Wind was the only novel she published in her lifetime. (britannica.com)

Margaret Mitchell’s 1936 novel Gone With the Wind and the 1939 film it inspired have both served as controversial reference points for cultural critics and scholars, particularly for the stereotypical and derogatory portrayals of African Americans in the 19th century South.

Ninety years later the novel still proves divisive; it also remains one of America’s most-loved books. Worldwide, more than 30 million copies have been printed in the U.S. and abroad.

In 1936 the novel quickly rose to the top of fiction bestseller lists, and was generally well received by critics. Novelist and literary critic Louis Kronenberger (1904–1980), who sat in for Clifton Fadiman in The New Yorker’s book section, praised the novel for its “highfalutin absurdities,” calling it a “masterpiece of pure escapism.” Kronenberger wrote that Gone with the Wind provided “a kind of catharsis…of all the false sentiment and heady goo that even the austerest mind somehow accumulates and periodically needs to get rid of.” He correctly predicted that the novel would be “very feverishly discussed” once people found the time to read its thousand-plus pages. Excerpts:

GOO GONE…Clockwise, from top left: Reading *Gone With the Wind* will clear one’s “heady goo,” according to critic Louis Kronenberger; **Margaret Mitchell** (1900–1949) seated before a selection of Gone With the Wind translations; an example of a German version of the novel—*Gone With the Wind* was translated into at least forty different languages with eight hundred unique international printings. *(azquotes.com/Atlanta Journal-Constitution/georgiaencyclopedia.org)*

IT HAS HOW MANY PAGES?!…**Clark Gable,** who portrayed Rhett Butler in the 1939 film adaptation of *Gone with the Wind,* has a look at **Margaret Mitchell’s** doorstop of a book. Mitchell was not involved in the screenplay or film production. *(yahoo.com)*

* * *

Tweet From Tinseltown

Apparently actress Mary Astor was a New Yorker reader, having read an E.B. White “Notes” column that mentioned his stained-glass hummingbird feeders.

FOR THE BIRDS…A *New Yorker* column by E.B. White inspired actress **Mary Astor** to feed Hollywood’s hummingbirds. (Wikipedia)

* * *

Going, Going, Gone

A “Talk of the Town” piece co-written by A. J. Liebling and Russell Maloney tracked down what remained of the Central Park Casino, which had been demolished under the orders of Parks Commissioner Robert Moses.

Moses hated former Mayor Jimmy Walker, and by association he hated Walker’s favorite haunt, the Central Park Casino. Despite pleas from preservationists to save the famous Art Deco supper club, which had been beautifully rebuilt by the late designer Joseph Urban, Moses moved as quickly as possible to demolish the building. Following a public auction, the iconic horseshoe-shaped bar and some interior fixtures were acquired by the Palisades Amusement Park in New Jersey and subsequently installed beside the park’s wave pool.

FROM GLITTER TO RUIN…Clockwise, from top left, the Central Park Casino on the evening of Sept.10, 1935; interior images of **Joseph Urban’s** elegant Art Deco designs; workers remove windows and interior fixtures as demolition commences in May 1936. *(nycgovparks.com/centralpark.org/mcny.org)*

* * *

Maddy Returns

It’s a shame that writer Maddy Vegtel is largely forgotten today. She wrote with great wit and verve, and was well known in the 1920s and 30s for her Vanity Fair profiles and for her articles about Holland, her native land. A contributor to The New Yorker from 1926 to 1956, she published this casual in July 4 issue.

* * *

Bad Men and Mad Men

The poet Ogden Nash shared his thoughts on the summer political convention season:

THE LORD’S ANOINTED…**Ogden Nash** (center) observed this belief in the political animal; at left and right, the Democratic and Republican nominees for president in 1936, **Franklin D. Roosevelt** and **Alf Landon**. (Wikimedia/poetryverse.com/Wikipedia)

* * *

At the Movies

Critic John Mosher was on board for MGM’s musical-drama disaster film San Francisco, which told the story of a saloon keeper, a singer, and a priest caught up in 1906 San Francisco earthquake.

SHAKING IN THEIR BOOTS…Clockwise, from top left: MGM poster for San Francisco touts the first-time pairing of **Clark Gable** and Jeanette MacDonald in a film; scene from the film featuring, from left, **Gable, Jack Holt, Spencer Tracy** and **MacDonald**; the film included stunning effects, including an earthquake montage sequence that interspersed scenes of wreckage with the faces of terrified victims; Gable assesses the carnage in a scene from the film. *(imdb.com/kittypackard.wordpress.com)*

Mosher offered a tongue-cheek assessment of Shirley Temple’s appearance in her latest film, The Poor Little Rich Girl, noting that “There’s not the slightest indication of aging in Miss Temple.” The child star was just shy of eight years old when she filmed the picture. As for the The White Angel, Mosher found the Florence Nightingale biopic—with Kay Francis in the title role—”a little schoolbookish [and] quite on the dull side.”

THAT YOUTHFUL GLOW…Top photo: Critic **John Mosher** found **Shirley Temple** still able to “delight her tremendous public” in *The Poor Little Rich Girl*—she is seen here with co-stars **Jack Haley** and **Alice Faye**; Below: **Kay Francis** and **Ian Hunter** in *The White Angel*, a film about Florence Nightingale’s pioneering work as a nurse during the Crimean War. *(tcm.com)*

* * *

From Our Advertisers

Sunscreen as we understand it today wasn’t available to New Yorkers in 1936, so they relied on zinc oxide and other mineral applications to avoid sunburns…however, Eugene Schueler, founder of L’Oréal, developed the first tanning oil with UV radiation-filtering properties in Europe in 1935 (active ingredient was benzyl salicylate), and later marketed it to the U.S. as Ambre Solaire…the brand is still sold today…

…Stage magazine continued to promote their 1911 throwback issue…

…the back cover belonged to Liggett & Myers, offering another romantic couple enjoying their Chesterfields…

…we open the cartoons with Richard Taylor, who felt the heat as summer took hold in the city…on July 4, 1936, the official high temperature in Central Park reached an unseasonably warm 93 degrees F (34 c), hitting 106 F (41C) five days later on July 9…that mark remains the city’s all-time absolute highest temperature…

…Otto Soglow’s spot art showed us how one well-heeled family escaped the hot city…

…while Susan Willard Flint offered a woodcut if a quiet cobbled street…

…Tom Holloway showed us how one posh kid delivered the Saturday Evening Post (Holloway was a cartoonist for the Post, contributing just two drawings to The New Yorker, both in 1936)…

…the woman’s expression says it all in this Helen Hokinson cartoon…

…George Price gave us a saleswoman who saw one two many pool floats…

…Gardner Rea drew up a vast estate for a man who (almost) had it all…

…Fritz Wilkinson did some deep sea swan diving…

…Gilbert Bundy found a clue at the gentleman’s club…

…Mary Petty went all out for the Fourth of July…

…and we close with Peter Arno, and the miracle of birth…

Next Time: Better Living Through Fiction…

Poppy Returns

Above: Rochelle Hudson and W.C. Fields in scene from Poppy. Fields reprised his vaudeville character Professor McGargle (from the hit 1923 stage revue of the same name), who learns about a million-dollar inheritance meant for a long-lost local heiress and concocts a plan to pass off his daughter, Poppy, as the true heiress. (Facebook.com)

Eighty years after his death W.C. Fields is still recognized as one of the America’s great comic geniuses. When he made a sound film version of his hit Broadway play, Poppy, in 1936, many thought it would be his last, since he suffered from a variety of ailments including a bad back and chronic lung congestion. Doubtless two quarts of liquor a day also had a few people wondering.

It would have been an appropriate, if premature ending to Field’s career, since it was the Poppy stage play that launched him into national stardom (along with the play’s first adaptation into film, the 1925 silent Sally of the Sawdust). The play and the silent film introduced audiences to the lovable snake oil salesman “Professor” Eustace McGargle, who returned in the 1936 film, “a slightly blurred affair” according to critic John Mosher.

THE PROFESSOR RETURNS…Clockwise, from top left: **W.C. Fields** and **Carole Dempster** in 1925’s *Sally of the Sawdust*, which was based on the stage play *Poppy* and was directed by **D.W. Griffith**; Fields as Professor Eustace McGargle and **Rochelle Hudson** as Poppy in 1936’s *Poppy*; Fields and **Catherine Doucet,** who portrayed Countess Maggi Tubbs DePuizzi. *(filmforum.org/doctormacro.com/facebook.com)*

The “blurred” performance by Fields (1880–1946), the result of his various ills, didn’t seem to affect most critics—the New York Times, for example, called the film “a glorious victory.” Remarkably, Fields would live another ten years and go on to star in such classics as 1940’s My Little Chickadee, (with Mae West), 1940’s The Bank Dick, and 1941’s Never Give a Sucker an Even Break.

HELLO FRIENDS…**W.C. Fields** chats with his close friend and Poppy director **Eddie Sutherland**, who was accompanied by writer Dorothy Parker during a visit to the set of *Poppy*. *(Facebook.com)*

Mosher also reviewed a “sad” picture about the tragic life of a Tyrolean sexton, Sins of Man, and the musical comedy Dancing Pirate, which he deemed even sadder because it was so terrible (Mosher walked out during the middle of the picture).

The origin of the music video? See reader comment at the end of the post.

FROM BELLS TO THE BOWERY…**Jean Hersholt** played a Tyrolian sexton with an American dream that goes awry in *Sins of Man*. (eBay.com)

SEEING RED…Not even Technicolor could spare *Dancing Pirate* from John Mosher’s wrath. At left, **Steffi Duna** and **Charles Collins** in a dance scene; eighteen-year-old Rita Hayworth (right) appeared as an uncredited dancer in the film—here she poses in a publicity photo for 1936’s *Human Cargos.* *(mediaplaynews.com/facebook.com)*

* * *

All Aboard

In his “Notes and Comment,” E.B. White described a trip on a Boston & Main streamliner that traveled along a branch line. Lacking a turning loop, the train had to run in reverse for half of the round trip.

TWO-WAY TICKET…The Boston & Main streamlined Flying Yankee (seen here in 1938) would run both forward and backward when traveling along a branch line that lacked a turning loop. (Wikipedia)

* * *

Furies Al Fresco

On June 17, 1936 Rockefeller Center opened the Promenade Café in the plaza surrounding the Prometheus Fountain (later that year a temporary ice skating rink took the spot, now a permanent, iconic feature of the plaza). Writing for “The Talk of the Town,” E.B. White commented on the breezy dining experience he shared with wife, Katharine Sergeant White. Excerpt:

FIRE AND ICE…Patrons enjoy dining with the god of fire in the plaza beneath 30 Rock, circa 1970. The plaza is converted to an ice skating rink in the winter. (eBay.com)

The magazine’s next issue (July 4) advertised dinner, dancing and thirty-five cent cocktails at the Promenade Café…

* * *

From Our Advertisers

We open with a June Bride and hubby tanking up on some leaded gas before heading to Niagara Falls…

…opposite the Ethyl ad was this Simeon Braguin-illustrated spot for Bergdorf…

…the pacifists behind the World Peaceways ads pulled no punches when delivering their anti-war message…

…Budweiser continued its laborious series of ads that employed analogies and metaphors to promote its best-selling suds…

…recall the ad from the April 18 issue of The New Yorker, when the brewer used this disagreeable analogy to tout its “vacuum-cleansing” process…

…the Revere Copper and Brass company responded to the recent invention of canned beer with an invention of its own…the Tapster, an elegant nickel and brass pitcher with a built-in punch on the underside of the lid…just insert a can, push down on the lid, and pour…great for the yacht, or as a gift to some newlyweds…

The nickel-silver and brass “Tapster” is highly sought by collectors today. (americanhistory.si.edu)

…in contrast to Budweiser’s wordy ads (or to White Rock’s colorful ones), the folks at Hoffman advertised their products with just a few lines of black ink…

…Don Dickerman continued to promote his latest “Pirates Den” near Port Chester…note that among many other talents, Dickerman was also an artist…he illustrated the ads for all of his enterprises, including this one…

…John Hanrahan, publisher and editor of Stage theater magazine (and who also helped put The New Yorker on solid financial footing), set aside the August 1936 issue as a special edition, the “1911 Number,” a nostalgic, tongue-in-cheek look back to the founding of Stage’s predecessor, The Theatre Guild Magazine. The magazine marked its 25th anniversary by examining the striking differences between 1911 and 1936 in the world of theater as well as in fashion and cultural mores.

…here is the cover of that issue, featuring Billie Burke, a leading Broadway actress who would marry producer and impresario Florenz Ziegfeld Jr in 1914…she is still known today for her portrayal of Glinda the Good Witch of the North in 1939’s The Wizard of Oz…

…and Dr. Seuss was still at it, finding new and clever ways to deploy the insecticide Flit…

…the New York radio station WOR employed Otto Soglow to drum up some business for their ad department…WOR began broadcasting in early 1922, and is one of the oldest continuously operating radio stations in the U.S. (the three–letter call sign is characteristic of stations dating from the 1920s)…

…Soglow gives us a nice segue to our cartoonists and illustrators, beginning with a Susan Willard Flint woodcut…

…Alan Dunn contributed this spot drawing…

…as did Richard Taylor…

…Perry Barlow offered some sketches from the summer convention scene…

…Helen Hokinson considered the value of fortune-teller…

…Alain illustrated what dreams are made of, at least for one man…

…and what are friends for? Gardner Rea had an idea…

…Barbara Shermund offered a challenge at a dress shop…

…and Shermund again, with an enterprising commuter…

…just the facts ma’am, with Peter Arno in the court of law…

…Robert Day presented a construction conundrum…

…Rea Irvin took a child’s perspective of the wild world…

…and we close with this gem from James Thurber…

Next Time: Highfalutin Absurdities…

Izzy & Moe

Above: Former Prohibition agents Isidor "Izzy" Einstein (right) and Moe W. Smith meet at a New York City bar in 1935. Known for their clever disguises and unorthodox tactics, from 1920 to 1925 the duo confiscated roughly five million bottles of illicit liquor and arrested 4,932 people. (Wikipedia)

Legendary Americans come from all walks of life—sports stars, movie actors, political and business leaders—and they also come from unlikely places; take for example a pushcart peddler and a cigar store owner who became national celebrities for their exploits during the first years of Prohibition.

June 6, 1936 cover by Constantin Alajalov.

Prohibition agents Isidor “Izzy” Einstein (1880–1938) and Moe W. Smith (1887–1960) were known for their clever disguises, but the author of their “Where Are They Now?” profile was also in disguise—the piece was written by James Thurber under the pseudonym Jared L. Manley.

Einstein was 40-year-old pushcart peddler and postal clerk when he applied for a job as an enforcement agent at forty dollars a week. Although the 5-foot-5, 225 pound Einstein wasn’t the agency’s “type,” he convinced the feds that there was an advantage to not looking the part (the Austrian-born Einstein also spoke six languages). After landing the job, he asked if his friend, cigar store owner Moe Smith, could join him, since “he doesn’t look like an agent, either.” Some brief excerpts from part one of “Where Are They Now?”

TRICKSTERS…Clockwise, from top left: **Isidor “Izzy” Einstein** (right) and **Moe W. Smith**; the pair sported hundreds of disguises (Einstein on the left); Einstein’s badge and his bestselling 1932 book *Prohibition Agent No 1*; *Daily News* clipping from September 1920 showing results of a raid—Izzy and Moe are at right and left. *(history.com/Library of Congress/Wikipedia/goodreads.com/nydailynews.com)*

In her 2012 article for Smithsonian magazine (“Prohibition’s Premier Hooch Hounds”), Abbott Kahler notes that the agents were victims of their own success. “Superiors grew to resent their headlines, and other agents complained that their productivity made their own records look bad…In November 1925, Izzy and Moe were among 35 agents to be dropped from the force.” Both men went on to successful careers as insurance salesmen. Want to know more? Read Kahler’s excellent account of the duo at the Smithsonian magazine’s website.

TRIBUTE ON THE TUBE…In 1985 **Art Carney** and **Jackie Gleason** starred in CBS’s made-for-television film, *Izzy & Moe,* which was loosely based on the exploits of **Izzy Einstein** and **Moe Smith**. *(imdb.com)*

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At the Movies

Two of the better films playing in Manhattan cinemas featured murders and matrons, the matrons played by Britain’s top female screen star, Madeleine Carroll, and America’s queen of screwball comedy, Jean Arthur. Critic John Mosher observed that their films were the only ones with any “life.”

TRADING GALLOWS FOR A GROOM…Top, **Madeleine Carroll** portrayed a “lady of privilege,” accused of murder, who falls in love with the prosecuting district attorney (**George Brent)** in The Case Against Mrs. Ames—**Scotty Beckett** played Carroll’s son; below, **Jean Arthur** and **William Powell** in the comedy-mystery The Ex-Mrs. Bradford.(imdb.com/mikestakeonthemovies.com)

Other films reviewed by Mosher were rated as “negligible” and “disappointing,” despite their talented casts…

TRAIN SPOTTING…Clockwise from top left: **Esther Howard** portrayed a “flirtatious dowager” who worked her charms on **Jack Oakie** (center) in *Florida Special*; **Sally Eilers** prepares to board the *Florida Special* with **Dwight Frye** and Claude Gillingwater; **Robert Montgomery** and Rosalind Russell in *Trouble for Two;* Montgomery (left), **Leonard Carey**, and **Frank Morgan** in *Trouble for Two. (pinterest.com/imdb.com)*

THE OLD PRINCESS IN DISGUISE TRICK…From left, **Grace Moore, Eve Southern**, and **Franchot Tone** in *The King Steps Out. (IMDb.com)*

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From Our Advertisers

Last week Lois Long mentioned the return of famed Greenwich Village restaurateur and Sheridan Square funboy Don Dickerman. The June 6 issue featured two back-of-the-book ads placed by Dickerman that promoted his latest venture at Port Chester…this ad was on the bottom of page 75…

…and turning the page, you’d find this at the bottom of page 76…

WHERE IT ALL BEGAN…In 1916 **Don Dickerman** (1893–1981) opened a tearoom called the Pirate’s Cave at 133 Washington Place in Greenwich Village. The 6-foot-6 artist and entrepreneur was famous for his many themed establishments as well as for his eccentricities. Obsessed with pirate life, he dressed in full pirate gear in both public and private life. *(facebook.com)*

…Pacific Pottery was among firms in the 1930s marketing informal dinnerware featuring vibrant glazes and Art Deco streamline designs…

…you don’t hear much about the “June Bride” these days, but 1930s advertisers played up the tradition to sell everything from fashions to refrigerators…here the folks at Fisher made sure they connected their solid steel “Turret Top” to the safety of newlyweds…

…Stage magazine promoted its extensive coverage of “After-Dark” entertainments at home and abroad…

…the brewers of Pabst joined a handful of other beer companies promoting their product in newfangled cans…

…Dr. Seuss continued to find new gags to promote Flit insecticide…

…James Thurber kicked things off for the issue’s cartoonists…

…Charles Addams took in the sites along with some June brides at Niagara Falls (the barrel in the water reads “Just Married”)…

…W.P. Trent contributed this caption-less cartoon…

…Carl Rose continued to document the strange happenings of an election year…

…William Steig got superstitious…

…one of Helen Hokinson’s “girls” gave props to lemon meringue…

…and Hokinson again, and an unlikely claim at the salon…

…Alain presented an artist’s greatest challenge…

…Otto Soglow gave us an ideal sandwich board duo…

…Alan Dunn illustrated a “selfless” act…

…a moviegoer found a derivative moment at the cinema, per Whitney Darrow Jr…

…and we close with some idle chat, courtesy of Barbara Shermund…

Next Time: Meet Father Divine…

Age of the Clipper

Above: Detail from illustration depicting the Philippine Clipper arriving in Hong Kong to establish the first commercial air service between North America and the continent of Asia on October 23, 1936. (Otto G. Richter Library, University of Miami)

We take to the air with the April 18, 1936 edition of The New Yorker, namely via the China Clipper, a Pan American flying boat that was preparing to begin regular passenger service from San Francisco to the Philippines and Hong Kong along with its two sister ships.

Writing for “A Reporter at Large” under the title “See You in Shanghai,” Morris Markey offered an enthusiastic preview of the China Clipper, a Martin M-130 flying boat that was initially tested on a Trans-Pacific mail route laid out by famed navigator Fred Noonan (who would disappear the following year in a fateful flight with Amelia Earhart). Although Markey anticipated a summer launch, the first commercial trans-Pacific airmail and passenger service from San Francisco to Manila actually took place in October 1936, when the Hawaii Clipper made the first scheduled transoceanic passenger flight to the Philippines. The Philippine Clipper inaugurated the first passenger service into Hong Kong that same month, but it was a public relations VIP flight rather than a revenue generating one.

Here are excerpts from Markey’s report:

TAKING WING…Clockwise, from top left, carrying nearly 111,000 letters, the *China Clipper* passes over the San Francisco waterfront on its first airmail flight to Manila in November 1935; trading card from a pack of Player’s cigarettes; cutaway view of the Martin M-130 flying boat dubbed the *China Clipper.* *(Wikipedia/frommers.com/Smithsonian)*

Here is the flight schedule for the China Clipper’s first airmail flight to Manila in November 1935:

Today’s commercial aircraft squeeze passengers into about six square feet. Compare that to a Pan Am Clipper, which allotted twenty-two square feet per each passenger. They lounged on easy chairs and couches, enjoyed six-course meals served on fine china, and could even take a hot shower if so desired. Markey again:

THE ONLY WAY TO FLY if you had the means. The Clippers were divided into spacious cabins, with couches rather than airplane seats. The passenger compartments would transform at night into deluxe sleeper cabins. There was a dining salon, dressing rooms, and separate bathrooms for men and women. *(messynessychic.com/Wikipedia/clipperflyingboats.com)*

Talk about legroom…

Writing for Messy Nessy, Luke Spencer notes this experience was only available to a select few: “…a one-way ticket from San Francisco to Hong Kong would set you back $760 in 1939 (more than $13,000 today). But despite being largely reserved for the rich and famous, the seaplanes are so evocative of the bygone era, that today, it’s hard to imagine a vintage travel poster without a Flying Clipper in it, soaring above a distant island.” Indeed, the long-gone Clipper ships live on in popular vintage travel posters such as the one below depicting Pan Am’s most advanced, largest and last flying boat, the Boeing 314. The circa 1939 illustration is by George Lawler:

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Don’t Step On Them

Suede shoes (aka Bucks, Reverse Calfskin) caught the attention of E.B. White, who thought this “new kind of men’s shoe” resembled a wire-haired dachshund. Suede shoes (blue ones would come later) were introduced as a preppy alternative to heavy lace-up shoes in the 1930s. They were favored (and made popular) by fashion trendsetter Edward, Duke of Windsor, who briefly reigned as British king in 1936 before abdicating the throne.

GOING CASUAL…Suede shoes offered a less formal option to men who still wanted to look stylish about town or at the club. At left is an ad from the 1940s, and at right is a one-column ad from the April 18, 1936 issue of *The New Yorker.* One wonders if **E.B. White** noticed it. *(chronicallyvintage.com)*

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Cowboys and Elephants

The “Talk of the Town” noted the latest attractions the Ringling Brothers were bringing to Madison Square Garden, including B-grade Western film actor Colonel Tim McCoy and a trio of elephants who played a rudimentary form of baseball.

NICE DUDS…American actor and military officer **Colonel Tim McCoy** (1891–1978) was a popular cowboy film star; he was even honored with his picture on a *Wheaties* box. (Wikipedia/nypl.org)

The tallest person ever recorded, Robert Wadlow (1918–1940), became a celebrity after his 1936 U.S. tour with the Ringling Brothers Circus, appearing at Madison Square Garden in the center ring, and never in the sideshow.

ON DISPLAY…The 8 foot, 11.1 inch **Robert Wadlow** shares a moment with Harry Earles (aka Harry Doll) behind the scenes at the Ringling Brothers Circus in 1936. During his appearance, Wadlow dressed in his everyday clothes and refused the circus’s request that he wear a top hat and tails. (reddit.com)

In addition to Col. McCoy, the circus also featured the daring high wire act of the famous Wallenda family:

IT’S A LIVING…The Wallendas performing at Madison Square Garden in 1934. (facebook.com)

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Sage Advice

Dorothea Brande (1892–1948) was the author of two popular advice books: Becoming a Writer (1934) remains in print today, and her motivational Wake Up and Live (1936) sold more than a million copies and inspired an eponymous 1937 Hollywood movie.

As we’ve seen before, James Thurber relished the opportunity to satirize the writers of motivational books, and Brande’s Wake Up and Live proved to be irresistible. Here are some choice excerpts:

IDEAL FOR AN AIRPORT READ if such a thing would have existed in 1936. Above, **Dorothea Brande** circa 1937 and her 1936 bestseller, *Wake Up and Live,* which sold more than a million copies and inspired a Hollywood movie. (Wikipedia/matthewsbookshop.com)

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Legacy Lines

In 1936 Stephen Vincent Benét (1898–1943) was more widely read than any American poet, but his popularity didn’t diminish the respect he received from literary critics. So no wonder The New Yorker gave him a two-page spread to publish his “Notes To Be Left In A Cornerstone.” It’s too large to reproduce here, but this is how it looked in the magazine (with great spot art by Hugo Gellert)…

A closer look at Gellert’s illustration…

…and here are the last two stanzas of the poem:

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Ray Gets Rough

Ray Bolger’s long career included everything from dancing in vaudeville shows and acting on Broadway to appearing in his own television sitcom and in a 1981 Dr. Pepper commercial (dancing, of course). He is best remembered as the lovable, loose-limbed Scarecrow in 1939’s Wizard of Oz. So it was a surprise to learn that the Tony-winning actor could also play a tough guy, a turn that delighted critic Wolcott Gibbs, who penned this review of the Rodgers and Hart comedy musical On Your Toes:

I CAN SCARE MORE THAN CROWS…**Ray Bolger** (left) gets rough with a thug as **Tamara Geva** looks on in the musical comedy On Your Toes. (rodgersandhammerstein.com)

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Bio Myopic

Biopics reached a height of popularity in the Thirties, with dozens of these pictures featuring major stars including Charles Laughton in The Private Life of Henry VIII (1933) and Rembrandt (1936), Barbara Stanwyck in Annie Oakley (1935), Greta Garbo in Queen Christina (1933), and Claudette Colbert in Cleopatra (1934). Paul Muni, the king of biopics, appeared in at least a half-dozen including The Story of Louis Pasteur (1936). The year 1936 also brought us The Great Ziegfeld, starring William Powell as Flo Ziegfeld, Myrna Loy as his wife, Billie Burke, and Luise Rainer as Ziegfeld’s first wife, Anna Held. Critic John Mosher takes it from here:

DOUBLE TAKE..Ziegfeld Follies star **Will Rogers** was originally intended to appear in the 1936 film *The Great Ziegfeld,* but died in a plane crash in August 1935 before filming began. A.A. Trimble (pictured at left), was a map salesman by trade, but was also known to perform impersonations of Rogers at events like Rotarian lunches. Critic John Mosher was shocked by Trimble’s uncanny impersonation of Rogers in the film, which also featured Ziegfeld headliner Fanny Brice (right), the real one. (facebook.com/amazon.com)

OSCAR-WORTHY…**William Powell** and Luise Rainer in *The Great Ziegfeld.* The film won three Academy Awards, including Best Picture, Best Dance Direction, and Best Actress, which went to Rainer. (tcm.com)

A note on Luise Rainer (1910–2014): The Austrian-American Rainer was the first person to win two Academy Awards in a row. The first was for her role as Anna Held in The Great Ziegfeld, and the second was for her role as a Chinese farm wife in 1937’s The Good Earth.

TIME WAS ON HER SIDE…**Luise Rainer** in 1936. (Wikipedia)

At the time of her death in 2014, thirteen days shy of her 105th birthday, Rainer was the longest-lived Oscar recipient, and the longest-lived female star from Classic Hollywood.

Mosher also reviewed Desire, a romantic crime drama that reunited the stars of the 1930 pre-code film Morocco, Marlene Dietrich and Gary Cooper.

REKINDLING THOSE SPARKS…**Marlene Dietrich** and Gary Cooper reunite in Desire. (video librarian.com)

HMMM…*Desire* also featured character actor **William Frawley** (seen here with Cooper), who would go on to greater fame in television, playing Fred Mertz on I Love Lucy. (facebook.com)

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From Our Advertisers

We begin with the inside front cover, where the makers of leaded gasoline appealed to homespun sensibilities with an odd juxtaposition…

…oil companies and other auto-related industries were big advertisers in The New Yorker, including the United States Rubber Company…

…which ran this back cover ad in the very first issue of the magazine, Feb. 21, 1925…

…another advertiser with deep pockets was big tobacco…R.J. Reynolds continued to make the ridiculous claim that their Camel cigarettes aided digestion…

…the makers of Old Gold stuck with sex to sell their smokes, featuring illustrations by pin-up artist George Petty…

…Hiram Walker boasted the availability of their Canadian Club whiskey in “87 lands”…

…at first glance I thought this was a soap advertisement…one doubts this analogy prompted more people to pick up a case of Bud…

…the makers of College Inn Tomato Juice Cocktail continued to employ the social faux pas to sell their product…note the outraged duchess making an appearance on the right…