The ads in comic books are just no fun anymore.
Video games, movie ads, glossy full-page appeals to whatever dollars the kids have left over after buying the latest and greatest MP3s on iTunes, or whatever kids are spending their money on these days. Mine seem to spend it all on energy drinks. But it’s not like kids are reading comics anyway, right?
When I was 6 years old, I started reading comics, and I was the prime audience for the ads you’ll find all over Mail-Order Mysteries (Insight Editions). Author Kirk Demaris, who appears to have had a childhood much like mine, dives deep into the truth behind the hype of these frequently ludicrous and always dubious little ads, the ones that stick with me after all these years.
How could they not? I was one of the suckers who bought the stupid piece of metal you put in your mouth to supposedly throw your voice. It did nothing. I sent away for the foot locker full of 2-D army guys that weren’t even as entertaining as the ad that promoted them. Sea Monkeys? Of course I bought them. They were freeze-dried brine shrimp about the size of a molecule, and if they lived long enough in your tap water, you might kinda-sorta think you saw one swimming in there, just before they died. These are memories that last a lifetime.
And now in this highly entertaining new collection you can not only relive those nearly-criminal ads (or see them for the first time, if you’re too young to remember them), but find out the truth about the crap your hard-earned nickels and dimes eventually got you (sometimes you mailed in your money and that was the end of it — believe you me).
Demaris has a lot of fun with the subject at hand, showing off pictures of the real stuff you’d get and going into some detail about the swindlers who masterminded this decades-long scam that touched the lives of millions and probably netted the companies hundreds, if not thousands of dollars, which they laughed all the way to the bank with. It’s a brilliantly-conceived trip down a narrow back alley of comics history that was long overdue for exploration, and unless you have no sense of humour or history, you’re sure to enjoy the book. Much more than I enjoyed those flat-ass army guys, that’s for sure.
— Alan David Doane
The publisher provided a copy for the purpose of review.