Great Moments in Advertorial History

I’m wrapping up an essay on the history of the first lady memoir (and wishing I had about a million more words for this topic), but I had to stop and share this ad. It ran in the November 15, 1949 edition of the New York Times (along with a bunch of other newspapers), and it champions a forthcoming issue of McCall’s.

The ad is visually arresting—not only in its own terms, but also in its similarity to the slippery Gawker-like campaigns you see all over the web today.

Here’s a detail of the top:

Here’s the first paragraph of the ad:

In her final chapter of “This I Remember,” in the December issue of McCALL’S, Mrs. Roosevelt reveals with absorbing clarity, candor and love the little-known and widely disputed facts about her husband’s final illness and death. Everyone must surely read these historic words with reverence, admiration and intense interest.

Here’s a description of the magazine more generally (ellipses in the original):

HOW TO RUN A HOME . . . How to be personally attractive . . . yes, all this, and engrossing fiction, too, make today’s McCALL’S the extremely well-read and well used magazine it is.

The last bit of faux-handwritten marginalia is McCall’s slogan from this period: “Now read by women in 4,000,000 homes!”

About Craig Fehrman

Craig Fehrman is a Ph.D. student in Yale’s English department and a freelance writer. He's working on a book about presidents and their books [more] . . .
This entry was posted in Books, Dissertation ephemera, Politics. Bookmark the permalink.

2 Responses to Great Moments in Advertorial History

  1. Pingback: The Second Pass

  2. Pingback: “Because there isn’t a woman in the country who isn’t perishing to know what it’s really like to be the wife of an American president today” « Craig Fehrman

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s