The two authors, in their introduction, say that in the 1940s fifteen million comic books were published monthly and by the 1950s this had increased to seventy-five million with an average of fifteen comic books read each month by every other American household (I wonder if that probably included plenty of adults).
This paperback was published in 1995 and features dozens of those down-market ads that filled a few pages of every comic book. Naturally, the first ad is the one for Charles Atlas (and still kicking sand in someone's face today). Having developed the perfect body but unlucky in love maybe 'How to write love letters' might work and only ninety-eight cents, plus it was sent in a plain wrapper (1945). Some of the ads are clearly aimed at adults: '12 children's dresses for $3.45' (1956) or '$100 monthly if sick or injured for $1 a month' (1946), Save your hair' (1954). Learn to draw, play the piano, harmonica or master the Gahoon, 'It's a real musical instrument' (1946).
All the ads have coupons to clip and all include some sort of reference in the address so companies could judge which comic books pulled the best response. Many of them are COD (Cash On Delivery) so mailmen back in the day must have carried a lot of cash. Chinese manufacturing wasn't developed decades ago so all this cheap junk was produced by light industry in the US.
These ads look as bad as the products they pushed but it's worth reading the amazing copy that must have inspired plenty of kids to clip the coupon and stuff it in an envelope with that dollar bill.
