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Article: The advertising bogeyman.
- Article from:
- St. Louis Journalism Review
- Article date:
- November 1, 2006
- Author:
CopyrightCOPYRIGHT 2006 SJR St. Louis Journalism Review. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When it comes to selling advertising, some things have not changed since 1940. There still are reluctant business people who view marketing as an unrecoverable expense or remain immune to newfangled ideas. But these days a newspaper is not likely to publish an expensive, hardbound book making fun of people who do not share its appreciation for outreach.
Around 1940 the St. Louis Globe-Democrat, then in the prime of life, published a mock children's book called "Bogeyman, Bogeyman, Go 'Way from my Do.'" It profiles 20 "till tappers" who cause harm to their businesses through various illogical avoidances of advertising in the Globe. Each two-page profile is ...