As the hoohah about TV21 had died down, it seemed very much business as usual. The publication continued to have a higher than usual profile in the trade press, not least because of all the competitions and publicity the title attracted, but also - one suspects - due to circulation manager John Littlejohn taking every opportunity for a photocall and making full use of these in press releases.

With Thunderbirds some months from its television debut, the lion's share of publicity still went to Stingray and The Daleks. The National Newsagent dated 12 June 1965 carried a feature The year of the Daleks!, expressing how advance orders of related publications such as The Dalek Painting Book (out 17 June), Paint and Draw the Film of Dr. Who and the Daleks (2 August), The Dalek Pocket Book and Space Travellers Guide (1 September) and last but not least The Dalek World (1 October) had potentially outstripped publisher Panther's print run of 1,350,000 and may total 2,000,000 by the end of the year. 'The list of merchandise tied to the name contains close to 100 items...' the feature boasted, and as well as 'special poster and display materials' there would be a 'special bumper Dalek issue of "TV 21" comic on July 31'.

A couple of weeks later, in their issue dated 26 June, National Newsagent published a small feature headed 'TV 21 Golden Award - How you can help', outlining how newsagents could nominate youngsters 'for unusual ability or an outstanding act of bravery' to receive this new award. The first 'Senior Special Agents' gold badge was awarded to 11-year-old Leslie Howarth of Rochdale in Lancashire, for diving into a canal and saving a 2-year-old girl from drowning. This was followed up in the issue dated 17 July, with a photo (right) of Leslie receiving his 'Special Agent's badge and citation' at his local A.B.C. Cinema, courtesy of the mayor, the cinema manager, and John Kelly of City Magazines.

News Trade Weekly also dated 17 July noted Stingray on TV, as the series went almost straight into a repeat run in some regions - London, Midlands, South West and the Channel Islands - after the initial screenings finished at the end of June. 'This means bigger sales for the World Distributor picture books featuring Stingray, also the annual, which shows signs,' and we don't think their pun was intended, 'of becoming a world beater.'

The 'special bumper Dalek issue" of TV Century 21 was given a fair amount of publicity in National Newsagent, Smith's Trade News and News Trade Weekly the week of publication, the latter adding members of the Newsagents Federation had been sent a window sticker, presumably for their shop displays. 'Approximately one million leaflets are being given away through A.B.C. cinemas to encourage children to purchase a copy of TV 21.' It continued, 'These leaflets incorporate an entry form valid only when accompanied by a coupon from one of the next six issues of the comic'.

Left: Southend Boy Wins TV 21 Award Kevin Dibben (9) of Southend-on Sea, Essex, has been made a TV21 Special Agent for saving another youngster, Emil Joachim, from drowning, though Kevin himself cannot swim. Photograph shows Kevin with the Mayor of Southend, who presented him with his Special Agent Badge and citation. The Mayoress is also in the picture. The Presentation was made in the foyer of the local A.B.C. cinema. News Trade Weekly, 14 August 1965.

Smith's Trade News, dated 28 August, announced that City Magazines would be publishing the Huckleberry Hound Winter Extra and TV21 International Extra, and both were 'designed to sell throughout the winter'.

With most editions going on sale throughout September, National Newsagent on the 4th of that month reported Big demand for annuals as, in addition to three titles already out of print before publication - Enid Blyton Bedtime, Johnny Quest and Dangerman (sic) - the TV 21, Stingray and Doctor Who annuals (all making their publishing debut this year) were also sold out and were being reprinted.

'The demand for these three annuals has been absolutely phenomenal,' said World Distributors, 'and this is the third time they have gone back to press before publication date.' Retailers were advised to get their orders for the reprints in as soon as possible with Stingray available on 14 September, Dr. Who on 1 October, and TV 21 14 October.

The same week News Trade Weekly carried a hefty feature outlining the annuals available. Of note within this was an article called Television And Radio Links Will Help Sell These Annuals, focussing on tie-in editions: 'More annuals than ever before are linked with television programmes and stars, including... Dr.Who, The Daleks, Danger Man, Stingray, Z Cars, Fireball, Blue Peter, Thank Your Lucky Stars...'. There was then a comprehensive listing of the titles, in order of publisher, which also noted under the World Distributors entry that the Stingray, Dr. Who, and TV 21 annuals were being reprinted.

Left: Birmingham Sees The Prize Daleks Mr Jack Richardson, Manager of Wyman Marshall's retail outlets in the Bull Ring, Birmingham, studies a copy of TV21 with City Magazines' representative, Mr Bill McCracken. Also in the photograph are two of the Daleks from the film "Dr. Who and the Daleks" which are being offered as prizes in a competition currently running in TV21. News Trade Weekly, 7 August 1965. The same photo, cropped tighter, appeared in the National Newsagent the same week.

But wait a minute, you say... World Distributors? Yes, even though production of the Stingray and TV Century 21 annuals was still handled by the editorial team at City Magazines, annual stalwart World were responsible for the, ahem, distribution of the titles this and the following year. However, even with the reprint editions, the Stingray annual was reported to be 'completely out of print' in News Trade Weekly dated 2 October, as 'Demand from the trade was unprecedented: sales reached an all-time record.' but warned retailers to check with their wholesalers before refusing orders. Smith's Trade News also noted that alongside the Stingray annual, the Fireball XL5 annual (from publishers Collins & Son) was also out of print, earlier than ever before.

'Space Age Children Still Like Colouring Books' headlined a feature in National Newsagent dated 18 September, highlighting Esterbrook's new Gem TV 21 Colouring Set. 'This new up-to-the-minute version of an old favourite contains eight Gem water colours and a large 20-page colouring book with outlines of the leading characters from the popular TV 21 magazine - Stingray, Supercar, Fireball XL5, Lady Penelope and Special Agent 21.' Retailing at 15s 6d (15 shillings and 6 old pence, or 77.5 new pence), the set was also to be promoted nationally throughout the autumn by a competition run in conjunction with TV Century 21 itself, and featuring a young boy as 'Captain Troy Tempest (junior)' (see top of page). Retailers were spurred on to mount a selling campaign for the sets, as well as the regular Gem Water Colours range, with a range of large scale promotional and display material. The advert also ran in the Smith's Trade News and News Trade Weekly for the week of October 9th, with the latter following it up with their own feature entitled Colour Set contest Tie-up with TV 21 the week after. 'A whole page in the issue of TV 21 for October 30 announces a competition with over 100 prizes', it mentioned, with additional advertising in the Daily Mirror.

The first mention of a new publication came in News Trade Weekly dated 25 September, in a small snippet in their round-up of items on their front page: 'Lady Penelope', a sister weekly to 'TV Century 21', which has already passed the half milion circulation point, is to be launched in the near future.'

Not content with just the annuals being promoted heavily, World Distributors made it to the cover of Smith's Trade News dated 2 October, as their 'Giant Picture Books' were launched. Sharing the advert with Space Patrol and Roley's Woodland Tales were Stingray - Danger In The Deep - 'a book full of colour and adventure... from the television series and the Weekly comic, TV CENTURY 21' - and Supercar on the Black Diamond Trail. Big Value at 5/- (Five Shillings, or 25p) each for 48 colourful pages.

While not strictly comic or annual related, National Newsagent also noted the setting up of Century 21 Records, a joint venture between Pye Records and A.P. Films Ltd, in their semi-regular 'Record News' - for Newsagents who sell records - on 23 October. With the first releases from this range out that month, each mini-album, playing at a speed of 33.3 rpm, 'provides 21 minutes of playing time, which is about 50 per cent more than the time of any other 7-inch record on the market', and retailed at 7s 11d.

National Newsagent, dated 30 October, ran the headline 'TV 21 mag. for girls - City Magazines' 1966 secret revealed at Salford dinner'. While 'still on the secret list' (a comment also noted by News Trade Weekly the following week), the sister comic to TV Century 21 would appear in the new year. The advance news came from the annual dinner-dance at the Salford Newsagents Federation (NF) Branch and, when asked by their president Mr. J. L. Mercer, chief guest John Littlejohn confirmed that full details would be announced shortly. Proposing a toast to the NF, Littlejohn called for closer liaison and co-operation between the three sections of the trade (publisher, wholesaler and retailer) citing, 'It is probably because the trade is in three sections, that difficulties arise which are not fully appreciated by either of the sections. And it is only when these difficulties mature into problems that we get together.'

Despite the title already known to the trade, even if still a 'secret', Retail Newsagent the following week seemed to have got a bit muddled. Thunderbirds Details Soon, headlined their news, believing there would be a new comic sharing the same title as the series, little more than a month old on television. 'Trade members have received a "mysterious" invitation from Lady Penelope, the "International Rescue" agent in England, to a reception at an unspecified venue. Details of promotion plans will then be given to the trade.' It then continued, 'City Magazines have also a sister comic to TV21 on their "secret list"', further compounding the confusion.

A small snippet in the same issue of Retail Newsagent also highlighted the first-prize winners of the TV Century 21 Dalek Competition, with an accompanying photo of 11-year-old Terence Worrall being presented with the real thing - or at least one that had apeared in the film Dr. Who and the Daleks. 'Entries for the competition, which was run by arrangement with Regal Films International, exceeded 67,000', and two other first-prize winners were to be presented with their Daleks on 6 November, the date of this issue. National Newsagent covered the story the following week.

Right: Best in 'TV 21' Dalek comp. One of the three "real Dalek" prizewinners in the Dalek competition, featured in "TV Century 21" by arrangement with Regal Films International, was Terence Worrall (aged 11), of Wilmslow, Cheshire, seen here receiving his award from Ald. Leslie Lever, M.P., at the A.B.C. cinema, Wythenshaw (right). others (L. to R.): John Kelly, City Magazines' representative; M. J. Ronan, cinema manager; R. J. Maher, assistant manager. There were 67,00 (sic) entries and over 450 prizes distributed. National Newsagent, 13 November 1965.

'Lady Penelope Challenges All Newsagents' was the headline for National Newsagent's report on the new title, dated 27 November. Thursday 18 November saw the first of two launch parties - this being for wholesalers - giving advance publicity to the trade. With a host in the form of 'Lady Penelope' herself (curiously not Sylvia Anderson in a cameo appearance, but an unidentified model or actress), the first details were given. Cyril Smith, director of City Magazines, said Lady Penelope would appeal to girls aged 7-12, and the title had been chosen because she was 'the strongest character in the TV film', meaning Thunderbirds, which would in turn strengthen the appeal of TV Century 21. Apart from Lady Penelope herself, the comic would include Bewitched, The Man from U.N.C.L.E., and 'features on TV films currently popular'. The article was also not slow to highlight the problem earlier in the year (see Yesterday's News Today part one) but pointed out the publishers regarded the title as 'a challenge to the trade and as an opportunity to retrieve its reputation...'.

While the National Newsagent feature mentioned the second party, on Tuesday November 23 for the Newsagents Federation national councillors, it was Retail Newsagent which covered the evening event in more detail in their issue also dated 27 November. 'An air of mystery had surrounded the date with Lady P.,' the report explained, 'for delegates were given secret instructions as to the venue which they were requested not to open until 4.p.m. on the day'. One has to wonder if, in light of their direct brush with the National Federation of Newsagents over TV Century 21, City Magazines and in particular John Littlejohn were using - to some considerable effect - the 'secret agent' motif from Lady Penelope to woo them, after some of the criticisms about publicity.

Left: NF National President W. Platt (right) is pictured at the November 18 reception with "Lady Penelope," City Magazines CM John Littlejohn (second from left), and W.G. Rowe, director, W. H. Smith and Son. Retail Newsagent, 27 November 1965.

Mentioning the previous event also, it continued, 'On both occasions guests were met at the 'Hanovian Embassy' by uniformed guards wielding machine-guns, and by lovely young ladies in skin-tight suits and carrying revolvers. Needless to comment, the men enjoyed being 'frisked' by the latter!'. An episode of Thunderbirds was also shown, though the report (perhaps fairly, in light of the new comic) considered Lady Penelope the main star, and producer Gerry Anderson was on hand to state 'a new sequence of the series would be filmed in January'. John Littlejohn invited questions from the National Councillors, and Mr. H. J. M. Bremner asked 'whether City magazines did not feel Lady Penelope would soon go out of fashion'. General Manager Cyril Smith pointed out that 'the publication would feature other TV programmes which would be included according to their popularity'. Intent that Lady Penelope should not face the same shortfall in print and distribution, here John Littlejohn confirmed it was the 'intended to print half as many again as TV21', which would put the initial run at about 675,000. Full details of the launch would be announced soon.

Right: Even John Littlejohn, C.M., City Magazines, was frisked for hidden weapons by girls-in-black (P.S. One visitor was found to have a pistol - a toy one!
Gossip Around The Trade;
National Newsagent, 27 November 1965.


The regular 'Gossip Around The Trade' page that issue, collected by 'Roving Reporter' (who was personally unable to attend owing to indisposition), also went into detail about the promotional event. The lead 'Silver clad girls - and guns!' article, written by colleague Chris Marsden, kept up the spy motive in the best thriller paperback prose began, 'The man was dark, dressed from head to foot in black with the brim of his hat pulled low over his eyes. in the corner of his mouth was a "half-butt" cigarette. Standing alone under a dimly lit lamp, he gave the impression of being an assassin and it took real courage to approach him and whisper the password: Thunderbirds. Speaking from the corner of his mouth, he directed me to the "Hanovian Embassy," situated in a quiet street in Knightsbridge."

"There you required to show your credentials and after passing over your hat and coat were "frisked" - by a beautiful girl wearing a close-fitting silver suit and with a revolver strapped to her waist! By her side was a six-foot male, dressed in Hanovian black uniform and armed with a real Sten gun. After being given the "O.K.," another similarly clad girl conducted you up a wide and richly carpeted staricase, from where you were announced and allowed to enter an imposing library cum-reception room. You were then in the clear." John Littlejohn, described as 'energetic and charming', and Cyril Smith greeted guests, offering them a drink 'to help pull you together' after the unusual but effective entrance.

Left: National Councillors at 'Lady Penelope's' Party National councillors from North, South, East and West met "Lady Penelope" while in London for the autumn N.F. national council meeting. The occasion took place while they were guests of City Magazines at a launching party for the new girls' magazine, "Lady Penelope," which comes out in the New Year. While E.L. (Bob) Jennings (Kent) tries the Romeo touch, Harry Phillips (S. Wales) sings a love song - in Welsh. National Newsagent, 11 December 1965.

'Congratulations to City Magazines on being "with it" and in organising such a delightful evening in such a mysterious manner.' the report concluded. And while the issues that week contained several photos, the event was obviously popular enough for further pictures to appear in the issues dated 11th and 18th December, the latter being the first to publish greater details about the new title.

News Trade Weekly also offered its own dramatisation the same week of events 'By Our Own Special Investigator', almost taking up a whole page, and headlined Lady Penelope at Hanovian Embassy: 'When my Editor gave it to me and said, "Cover this, will you?" I knew it would be tough. When he added, "It's from City Magazines Ltd." I knew that this could be my most dangerous assignment ever.'

Right: Lady Penelope Creighton-Ward is the centre of attraction for (L. to R.): W. Platt, N.F. national president, A. Cyril Smith, director and general manager City Magazines and V S. Holt, N.F. general secretary. National Newsagent, 27 November 1965.

'The invitation was from "Lady Penelope" Creighton-Ward of the highly respected and dangerous "Thunderbirds" Organisation of Associated Television, and instructions were to meet one of their agents on a traffic island in Knightsbridge. On Thursday, November 18, at the appointed time I contacted the man in gumboots, shabby raincoat slouch hat and dark glasses on the traffic island. "Thunderbirds", I said hoarsely. He eyed me suspiciously, "First on the left", he growled.'

'Quickly I turned the corner as instructed, and came to into a narrow, dingy street. An old, attractive mansion was on my left, outside the illuminated sign: Hanovian Embassy. Breaking into a cold sweat, I knocked briefly on the door. After a pause, it edged open and I found myself looking down the wrong end of a Luger pistol. The door yawned wider and I was admitted by the man with the gun. The sight that greeted my eyes was bizarre and pure mayhem. The impressive, oak-panelled reception hall was guarded by gaunt uniformed militiamen with sub-machine guns. Beautiful girls, armed and wearing silver trouser costumes, took my coat and I was frisked for weapons.'

'After my Baretta pistol was taken from me, I was admitted upstairs, where I found all sections of the book wholesale and retail trade represented.' The report began to wind down, 'This was the spectacular and imaginative setting for City Magazines' official announcement concerning TV Century 21's new sister paper Lady Penelope... that will also feature those notorious "Men from U.N.C.L.E."', which are currently very popular with girls in their early teens'. After outlining the same publicity manifest as the other trade publications, concluded, 'TV Century 21 will shortly be receiving a big publicity boost and Lady Penelope, so we are told, will be launched in highly publicised style. If last Thursday's announcement celebrating was anything to judge by, the publicity will be excellent'.


Above: When the kidding had to stop!
Seen after the announcement of a new comic to come from CITY MAGAZINES, titled 'Lady Penelope' are (back row) "Lady Penelope Creighton-Ward" (fourth from left) with her aides, and (front row) Mr Eric Palmer, Canterbury; Mr John Littlejohn, circulation manager of CITY MAGAZINES; Mr Cyril Bartle, manager News Dept, W.H. SMITH & SON; Mr Norman Wilson, managing director of WYMAN MARSHALL.
Smith's Trade News, 27 November 1965.

Smith's Trade News were more conservative in their approach in their article, but added more detail about the 'cloak and dagger' style reception in 'darkest Knightsbridge'. After the usual spiel about launch date and price, we are told Lady Penelope's invitations read 'At approximately 5.55p.m., proceed to the junction of Hans Crescent and Pavilion Road. There you will find one of our agents - a man of medium height, wearing glasses, an overcoat and a hat low over his eyes. he will be carrying a copy of a well-known men's magazine (Not TV Century 21 then? - Ed.) Approach him and give the password - "Thunderbirds" - and he will give you further information'.

'Further information, whispered of course, was that the embassy was: "Pssss... straight down, first on the left". On the left the embassy with a very shiny, very new Hanovian plaque on its wall'. After the 'cloak and dagger entrance, there was 'a super looking blonde, who said anyway, that she was Lady Penelope'.

Finally, it was John Littlejohn, who informed all guests it was a stunt (spoilsport), despite some 'perturbed looking doubters' and told them of the new venture: 'The comic comes out of the successful partnership we have with the producers of the series, Gerry and Sylvia Anderson. We found a succesful formula with T.V. 21 and we think we can do it again with Lady Penelope. There is no definite publication date yet, but our company will distribute as well as publish this weekly. We've arranged the comic so that we can change features as they change on television so that it will always be topical'.

Missing an opportunity to tie-in with one of the strips that would feature in Lady Penelope, National Newsagent dated 4 December carried a small feature At Last... Marina Makes Herself Heard, was a follow-up to the earlier 'Record News', and almost in the shadow of a large advert proclaiming Century 21 Records Are Go!

'The only records made exclusively for children are now available for sale in ALL newsagents', and as ever the Century 21 publicity machine went into overdrive with 'massive promotion', including a series of 30 second television commercials, full page four-colour advertsing in 'the top selling T.V. Century 21' comic, and Radio Luxembourg advertising. The feature indicated the first releases - which included 'Journey To The Moon', 'A Trip To Marineville' and 'Into Action with Tory Tempest' (sic) - were based on the popularity of the puppet serials 'that have the overpowering ability to capture the attentions of children, and many older people, and keep them glued to the TV screen for a full "Venusian" hour'.

Elegance, Charm and Deadly Danger, headlined News Trade Weekly on 18 December, 'These are the basic ingredients of Lady Penelope, the new paper from City Magazines', adding it was designed for girls between the ages of 7 and 12, and would launch on Tuesday 18 January at a price of 7d.

'The character Lady Penelope, who lends her name to the title, is the popular marionette heroine of the ATV series "Thunderbirds", and her adventures will be the star attraction of the new publication.' The feature outlined the other strips already mentioned in National Newsagent on 27 November, adding The Beverley (sic) Hillbillies and Space Family Robinson to the mix, and 'another attraction will be a colour "fashion" feature'. The publicity, already anticipated to be 'excellent' was just that, possibly on a scale unprecedented for a comic launch since, say, TV Century 21, and included '142 30-second spots on all television networks at peak children's viewing time, over a period of three weeks' with large adverts in the Daily Mirror and News of the World, the provincial press, as well as TV 21 itself and other City Magazines publications. Double-crown (20" x 30" or approx 510mm by 760mm) or 'D.C.' posters were also available to promote the launch.

'The first issue gives a free signet ring with Lady Penelope's personal seal. The second, on sale January 29, presents a free "Federal Agents Bureau" Hair Band with a "secret X-ray device". With the issue dated February 5, there is a chance to win a holiday to the Continent.' with the usual SoR terms were offered for the first four issues. TV 21 would incorporate Thunderbirds from the issue dated January 15, with publicity including 'at least five 15-second spots on all television stations for the first week', and more the week after. As with Lady Penelope, D.C. posters would be widely distributed to promote this too.

National Newsagent gave the launch date as 18 January, and both of the first two issues would be available a day early, on Tuesday, with consequent numbers on sale Wednesday. 'Publicity over a three-week campaign will include 30-sec TV commercials at peak child-viewing hours on all stations' promised the article, with 'big space advertisements' in the national and provencial press, City Magazines publications, and posters. As with TV Century 21, leaflets showing the front cover would be made available to retailers from wholesalers during the next two weeks.

With Thunderbirds joining TV Century 21 the same week, the title went on S.o.R. for four weeks, as a publicity drive including 'five 15-sec spots on all TV networks' and 'a wide distribution of coloured D.C. posters' also kicked in.

Retail Newsagent also gave pretty much the same details, adding the comic would be printed by Eric Bemrose, with each issue containing 20 pages, eight of which will be in full colour. The launching promotion was described as 'massive', and in addition to listing the television related content, the article concluded 'there will also be a weekly fashion reature in colour slanted at the young readership'.

Despite all the publicity City Magazines had put into Lady Penelope, the issue of National Newsagent dated 8 January 1966 carried a small prompt to Hurry with 'Lady Penelope' orders. In response to a query for details of the situation regarding the comic, John Littlejohn wrote 'Wholesalers are co-operating extremely well, but reports suggest that in many parts of the country advance orders from the retail trade are still disappointing'.

Smith's Trade News the same week noted it was a Busy Jan for City Mags, reiterating the launch dates, publicity campaign, and ages the Lady Penelope comic was aimed at but adding 'City Magazines have researched that this gives them a potential market of 2,250,000 in Britain'. The following week, the company made the front news page with details of another weekly - Trend, a companion weekly to Boyfriend - 'Setting the pace for girls to go!', and aimed at the two and a half million 15-18 year old girl market.

Right: 'Lady P.' pleases 'press gang' Gerry and Sylvia Anderson, creators of the successful Thunderbirds TV series, examine the first copies of City Magazines' new girls' comic "Lady Penelope" (dated January 22, on sale January 18) to come off the machines at Eric Bemrose, Liverpool. Also shown are Jack Green, manager, W.H. Smith & Son, Ltd., Birkenhead; John Littlejohn, C.M. City Magazines Ltd (second from right); and Ivor Dring, manager, Conlan & Co., Liverpool. National Newsagent, 15 January 1966. Picture from News Trade Weekly, same date.

News Trade Weekly and both National and Retail Newsagent published pictures of Gerry and Sylvia Anderson, accompanied by the now seemingly omnipotent John Littlejohn among others, examining the first issues of Lady Penelope, hot off the press at printers Eric Bemrose in their issues dated 15 January, and a week later Littlejohn was not slow in flagging the title's rapid success in Retail Newsagent. 'Lady P' sales were FAB, and it went 'like a bomb'. 'It is obvious,' Littlejohn declared on Wednesday - the day the comic went on sale, 'that Mr. Holt's comments in the Trade Press encouraged retailers to order from their wholesalers, and the issue is now completely out of print. There are supplies left in retailers up and down the country, but I can say with confidence that there should be a complete sell-out by Thursday'.

And indeed, the following week, both National and Retail Newsagent carried articles to confirm this. 'Lady Penelope' Zooms From Launch Pad declared the National, while the Retail offered the curt 'Lady P' sell-out. 'The first issue sold out by January 20,' John Littlejohn told the NN, 'and the second is going equally well, although I understand that some retailers have had their allocation reduced. But on the whole distribution has been good'.

Retail Newsagent was already on the case, reporting that because of 'phenomenal demand' for the second issue, some Birmingham retailers were having their orders cut. A spokesman for the W.H. Smith wholesale depot said the publishers were not to blame, as they had met their original order but were unable to supply the increase when the issue sold out.

Perhaps anticipating another potential backlash, General Secretary of the Newsagents Federation, Victor Holt, addressed the issue - among others - in his regular monthly column in Retail Newsagent, dated 5 February. 'These are exciting times!' his headline exclaimed, 'I cannot recall a year starting off with quite so much excitement and interest for the trade as this one.' Not only had Lady Penelope been launched, but also the comics Smash (Odhams) and Champion (Fleetway), and in the older press, Annabel (for young wives, from D.C. Thomson). And lined up for the near future were Petticoat (Fleetway), and Trend (City Magazines), with established titles experiencing a renewed boom, stimulated by the new competition on the shelves.

Holt devoted a whole section to Lady Penelope, opening by pondering 'Was Penelope herself, or her devoted servant Parker, or even the Man from UNCLE responsible for the complete sell-out of No.1?'. He admitted the answer may never be known but all could agree on the success of the launch. So far, the Federation Head Office had not received a single complaint from any retailer having his order cut.

'Some retailers,' Holt explained, 'finding the demand greater than they anticipated, endeavoured to get extras, particularly of the second issue. To meet just such a situation John Littlejohn printed many thousands of spare copies and held them in the warehouse against the possibility of demands for extras.' City recommended to wholesalers the quantity they should take, but one who insisted on cutting this order down found the publishers were right. When the balance was distributed elsewhere, he had sent a circular to retailers blaming the cut in supplies on City. 'That, to my mind,' Holt was unequivocal, 'was naughty and irresponsible.' Holt also knew of one retailer who ordered none and, when having received a box of copies, returned them unopened, arguing, 'I only take what I order.' Holt's retort was, 'How he dealt with customers' demands for Lady P I wouldn't know.'

Back tracking a couple of weeks though, News Trade Weekly, dated 22 January, carried a feature 'Lights, Camera, Action!', a close-up look at the big Book and Film links currently around. In its own section titled Lady Penny In Film, it states, 'Gerry Anderson, producer of those magnificent TV puppet series, "Fireball XL5", "Stingray" and "Thunderbirds", has created a miniature legend. At their Slough studios the staff look upon the puppets as real personalities, and this feeling is fast spreading to the public'.

'The most endearing of all these little people is undoubtedly that stunning little blond bombshell with the baby blue eyes, Lady Penelope Creighton-Ward from the 'Thunderbirds" TV series. Two comics TV 21 and now Lady Penelope (City Magazines) brings this aristocratic young lady and her ultra-modern Rolls Royce in "penelope pink" (the colour is being patented) to the news trade.'

'Lady' seemed the key word in the two pages - 'Ladybird Key Word' books shared a corner with a further Lady P related article listing the new World Distributors endeavours. A picture of the Penguin edition of Lady L by Romain Gary, the film version of which - with Sophia Loren in the title role - was released that month, also appeared on the same page.

In possibly the first mention in any of the media, a feature film was confirmed, 'Soon sales of anything connected with Lady Penelope and "Thunderbirds" will go soaring as, for the first time ever, the puppets are coming to the big cinema screen in colour, and very shortly'. Leapfrogging ahead to the next part of this series, the article concluded, 'Can this be the James Bond success all over again in miniature, and just how long will it be before a full length book is written about these popular little characters?'.

On to Part Three of this series.

Version 1.1 - 01.03.06

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