
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.



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.

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.