July 12th, 2015

Beetle Enlists – Bonus

by Mort Walker

We recently discovered a rare King Features sales brochure from 1951 in our archives.

King Features sales brochure, 1951 (front side) King Features sales brochure, 1951 (front side).

King Features sales brochure, 1951 (back side). King Features sales brochure, 1951 (back side).

This promotional piece represents a significant turning point in the history of Beetle Bailey.

The copy on the front page explained the reasoning for the change: “With millions of men going into the service, leaving behind families that represented millions of more readers vitally interested in G.I. life – a good, humorous take off on the army is a comic-strip investment with a guaranteed return for any newspaper.”

“Get on the BEETLE BAILEY bandwagon now,” the sales pitch continued. “Win new prestige for your newspaper by being able to say – when Beetle is top kick in the army humor business – ‘We had him when.’”

These were prophetic words.

– Brian Walker

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