By Molk J. (ed.)
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The company, looking for a distinctive ad strategy, decided on one that could work both in print and on radio. ’’ On radio, the voice belonged to Johnny Roventini (1910–1988), a page at the New Yorker Hotel. In print, the image showed Roventini, spiffy in his black pageboy hat, red jacket, and black pants, calling out to readers. Either way, radio or print, the Philip Morris ad worked well. Almost overnight, Philip Morris gained a sizable market share and America had a new advertising icon. Advertising does not mirror society.
The strip told serialized stories, and Mary proved wise in the ways of solving the problems of the lovelorn. Despite the emphasis on relationships, Apple Mary reflected its time, with unemployment and poverty a major part of the strip’s visual and story components. Since the 1930s stand as the golden age of newspaper comics, it seems fitting that such a strip would make its debut then. ’’ The main character in both, a somewhat disreputable older woman who sells apples from a pushcart, goes by the name of Apple Annie.
Additional groups were organized in other cities, and by the end of the decade the 12-step concept had received national attention. The basic text, and the source of the organization’s name, Alcoholics Anonymous, also known as the ‘‘Big Book,’’ first came out in 1939, and it has remained continuously in print since then. A. receives a copy, making it one of the most widely circulated titles in the history of American publishing. Because alcoholism had long been viewed in America as a moral failing, a social disgrace, the disease received little serious medical attention prior to the founding of Alcoholics Anonymous.