Judge, 1930-08-23 · page 11 of 36
Judge — August 23, 1930 — page 11: what you’re looking at
What you’re looking at
# "How to Kill a Critic" — Judge Magazine Satire This page satirizes the practice of **payola in theater criticism**—specifically, how food companies curry favor with drama critics by offering them advertising opportunities and implicit bribes. The setup: Luke Askance, a drama critic, published negative reviews of plays, using unflattering metaphors like "Gertie's Garish Nose" and "Half Seas Over." Representatives from competing food companies (Limburger cheese, bologna, and tripe industries) then write to him, thanking him for the "splendid tribute" and offering advertising deals or "checks for $50"—clearly misrepresenting his negative reviews as praise to secure his endorsement. The joke's target: **corrupt critics who accept bribes**, and **companies exploiting this corruption**. The absurdist humor comes from the companies deliberately misreading insults as compliments while dangling money. The four small comic panels on the right appear to show men's and women's clothing price comparisons, likely separate advertising content. This reflects early 20th-century concerns about journalistic integrity and commercial influence on entertainment criticism.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
JUDGE The Blurb Writer Introduces a Friend cer extending over any rs 1 have numbered among my friends Brilliant Intel- lectuals, Sparkling Wits, Suprem Sportsmen, Generals of Industry. Geniuses of the Arts, and Royal Good Vellows. I feel t in the apprec of qualities that characterize the Finest in Friendship. But when [ come to present Mr. Smith to you, Mr. Jones, I am intro- ducing a personality of Unique Flavor. Here is a friend and companion Scin- tillant with Intellectual Wit, profound in the Depths of his Philosophic Out- look, rich in the Mellow Wisdom that comes from Wide Experience in Liv- ing, splendid in the Knightly Virtues of Sportsmanship, cultured in’ every reaction to the Spirit of the Arts, yet “Ind, my dear, they say he lost everything in the stock market!” full of the Stark D. ic Power that . “ . . characterizes the htiest of eur In- ants. Withal a King of » with a capacity for Loy- I am no novice NEY — How to Kill a Critic favor of allowing us to use your slo- ice AGE _ gan, “Limburger, pure limburger,” in ake Askance, Drs New York Daily Dear Mr. Askance natie Critic, our Spring advertising ea To alty and generous Faith as great as it nd to prove that’ is rare, [am certain that from your our limburger iy really the purest in’ first handelasp you will find this story indicate our thanks In your column of the 7th inst, you refer to “Gertie’s the world, we are sending you a half ——[ mean this zentleman—absorbing Garish Nose’ piece of tripe. carload of our cheese by fast freight, ly interesting, and you won't lay him This is a splendid tribute to a Geoffrey K. ‘Anemone, down until you have finished—L mean splendid play. On behalf of the President Limburger, Limited, ~ér——MF.. Jonesy. shake. havids: with United Tripe Industries of America, Enior Spanpine Mr. Smith. Berrox Brarey may [extend you thanks for bringing our product so fave before the public. Whitn E United Tripe Industries of A itive Seere Luke Askance, Dramatic Critic, New York Daily Eagle. Dear Mr. Asks brought to my att cently referred to. the tion, “7 a thinly sli As distributors of the finest bologna in the world, we accept the compliment implied in your ar- ticle. as “by Hoping that vou will find it in your power to give us an oceasional similar hoost in the future, we for $50. J. Quirtley Costigs Public Relations Counsel, Baltimore Bologna Products Co. slose check Luke Askance, Dramatic Critic, New York Daily Eagle. Dear Mr. As! My secretary informs me thi ntly y seribed the musical comedy, Seas Over, burger.” as “limburger, pure lim- since seen the play and can y that your laudatory re- vas amply justified. Would you do us the additional DUNK Ee comicbooks.com