
Free Comics became popular in the early 1930's due in large part to the depression. During hard times it was important for publishing companies to keep the presses running since shutting down and starting up the printing presses was so expensive. Thousands of different comics were given away as companies used popular comic strips for advertising purposes.
One such publishing company Eastern Color Printing became very important in the formation of the comic industry. Eastern's sales manager Harry I. Wildenberg was responsible for coming up with ideas to keep the color presses going. In 1932 he noticed that the color comic strip sections of newspapers were popular and thought they would be good for advertising.
He suggested the idea of a comic book used for advertising to Gulf Oil Company, one of his clients. They liked the idea and hired a few artists to create Gulf Comic Weekly. The entire comic was 4 pages long and had a format of 10 ½ by 15 and was given away at Gulf Gas Stations.
Much to everybodys surprise, the comics proved a very effective draw to the gas stations. People were quickly coming in and snatching them up. Gulf decided to print 3 million copies a week and had the name changed to Comics Funnies Weekly. The series remained in tabloid sized and lasted 422 issues, ending on May 23, 1941.
A few weeks after coming up with the tabloid sized comic, Wildenberg came up with the idea of doing a comic book. He said he got it when reading a tabloid sized comic strip page, folded it in half, then in half again. He noticed it was a convenient size for reading comics. He also thought publishing it with 32 or 64 pages would be a good size.
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