Noel Sickles and Milton Caniff--2

The Great Postum Face-Off

In my last post I presented a Noel Sickles Postum ad. I mentioned having once seen an alternate version. I am grateful to Fortunato Latella for turning up a copy of that version. (In case you don't know, Fortunato curates an excellent comics blog which is always worth reading.)

Fortunato's ad is in third-page format, while mine is a half page. I had misremembered that the art in each version was completely different. In fact some panels were the same. The two make an interesting comparison.
Panel 1 of the third page is a completely different drawing from panel 1 of the half. Note that in the third page the girl sits on the passenger's side of her car. In the half page the car points the other way and she sits (more logically) behind the wheel. The dialogue in the third page panel is shorter, which is a good thing because the panel is only half as wide.The second panel of the third page telescopes into a single frame what takes the half page three panels to tell. The half boasts a lot more great artwork, but the third-page version takes the prize for economical storytelling.The next panels are the same in both formats. However the third page's panels have more art. We see more of Mr Coffee Nerves' vest and the hero's coat in the first panel. There also seems to be more "air" at the top. The next panel shows more of the house in the third than in the half, and we see all of Mr. CN's left arm, which is cropped in the half page.

The dialogue has been tweaked between versions. Some changes are so small I wonder why they bothered: "What does he advise" in the third is "What did he advise" in the half, while "If you give up flying" becomes "If you give up trying." The hero's dialogue is considerably simpler in the third page. Mr. CN's lines are the same in both versions.
The last two story panels are the same in both formats. Again they show more art in the third than in the half. In the award scene we see an extra aviator on the left side and an extra spectator on the right. The officer's dialogue differs slightly between versions. The girl's dialogue is the same, but her balloon is lettered anew in each version to fit the different panel sizes. The hero's final balloon has also been relettered between versions. In the half page the hero's picture is larger relative to the copy, pushing the final paragraph into a narrower column.

When I first saw this ad I assumed that the half-page version was the original. But comparing the versions I believe the third-page came first. I'm pretty sure panels from the third were cropped to fit the half-page layout. It makes more sense than extending the edges of smaller panels for the third.

Why would the agency draw three new panels and add extra dialogue to convert a third page to a half? Why not? It occurred to me that my assumption that the half-page was the "real" one was based on the syndicate procedure of using expendable panels to convert half page Sundays into thirds. But when this ad was produced in 1940, that process wasn't yet standard procedure. Probably after the agency finished the third page the client asked for a half-page version. The agency reformatted existing panels and added extra art and text to fill the space.

Noel Sickles and Milton Caniff

A Postum Posting
This is the only tearsheet I own from the "Paul Arthur" Mr. Coffee Nerves adventures. A fine one it is! Caniff has said that "Bud" Sickles handled all the art on the CN strips except Mr. Nerves himself. That is borne out by this half-page, which features a sort of Scorchy Smith gone to the Dark Side. What love and enthusiasm Sickles put into drawing those planes and cars!Reading these old ads one wonders if 1930s women were really as materialistic as all that. Don't bother calling me until you get those wings, loser! (Nitpicker's afterthought: doesn't it look as if the balloon in panel 8 was re-lettered? A Comics Code change?)

Interestingly, in a library magazine archive I discovered a versiion of this strip (printed in black and white) with the same script but entirely different art. Still by Sickles, but a complete re-draw. Unfortunately I didn't have a portable scanner in those days. If anyone has the alternate version I'd love to see it again. Were there other similar variants?

1950s Advertising Comics

Mr. Coffee Nerves and his Rivals
I don't know if Mr. Coffee Nerves was the first advertising comic strip "super-villain." He certainly was one of the longest-lived. I have plenty of Postum strips in various reprints, but the only real one I own is this battered one-third-page from 1949. It stars the modernized Mr. C. N.: A snazzy jet-pack replaces the old opera cape and a Buck Rogers helmet substitutes for the top hat. The artist is surely Lou Fine. The surprisingly awkward balloon placement interferes with the slick professionalism that marks most Johnstone & Cushing strips.

But Mr. Coffee Nerves wasn't alone in the world of invisible enemies whose lives were devoted to bringing misery to the American family. From 1952 comes this adventure of Peter Pain, the little green man with a strange flat hat and the chin of a 1930s safecracker. Ben Gay to the rescue! The delightful drawing is by Jack Betts. If you want even more Pain, Ger Apeldoorn has a gallery of them here:
http://allthingsger.blogspot.com/search/label/Peter%20Pain

From 1954 comes this chronicle of a rather flabby-looking green guy with "Mr. Stomach Upset" scrawled on his tummy. His flaming trident is about as convincing as his "hep" dialogue in panel two. When he's banished by Pepto-Bismol, he says "Curses!" like his old mentor. Strictly bush league, if you ask me.

I wonder how many of these series pain-pushers there were. If anyone knows who was the first such mascot, won't you let me know?