Ira Schnapp’s DC Ads: 1967 Part 2

All images © DC Comics. From ADVENTURE COMICS #356, May 1967

As noted in Part 1, I was surprised to find so many new Ira Schnapp house ads in DC Comics cover-dated 1967. We begin here with a full-page Superboy Giant ad that shows the impact of the Batman TV show in the use of large sound effects, and I think also shows that Schnapp’s skills had not diminished despite his age at the time of 72. Hand lettering involves fine motor skills, which tend to decrease with age, and Ira’s page lettering by this time was clearly not as good as it was ten years earlier, but his larger display lettering and ad lettering in general still looks great to me. It’s reported that Ira spent more time on things like this and did them more carefully, working out elements on tissue paper before finalizing them, so that would have helped.

From AQUAMAN #33, May/June 1967

Here’s an auction any fan would have enjoyed attending!


Super tools seem to be a momentary theme here. Lots of text on this ad, but as usual, Ira’s layout and use of black makes it work.

From SHOWCASE #68, May/June 1967

Following previous examples, Ira was asked to create a letters page header for The Maniaks with the assumption it would be needed for their own title, but they never got one. The Maniaks is actually not a bad sixties group name.

From ACTION COMICS #351, June 1967

The final new public service ad in Jack Schiff’s long running series (almost monthly since late 1949) was not lettered by Ira. I don’t know who lettered it, but it’s about libraries, so I certainly approve.

From SUPERBOY #138, June 1967

This was truly a great Superman story, but not a new one. It first ran in 1954, further illustrating the tendency of editor Mort Weisinger to look backward rather than forward.

From THE ADVENTURES OF BOB HOPE #105, June/July 1967

Dial H for Hero was an interesting idea, but hard to build an ad around, as the heroes were different in each issue. Ira does his best.

From ACTION COMICS #352, July 1967

The Atom’s powers were highly visual, giving Ira and editor Julius Schwartz more to work with for ads like this.

From ACTION COMICS #352, July 1967

Artist Carmine Infantino had fun with the Batman logo on this cover, and Ira worked with its energy in his ad layout.


Too much text on this ad, but Ira makes it work anyway with alternating areas of white and black in the background.

From ADVENTURE COMICS #359, Aug 1967

Notice how the black diagonal area mimics the diagonals of the cover in this ad, which once again uses The Atom’s powers in a visual way.

From ADVENTURE COMICS #359, Aug 1967

A hero along the lines of Tarzan, Bomba was as close to that as DC would get until the early 1970s.

From BATMAN #194, Aug 1967

Super-Gorilla Grodd was one of The Flash’s best villains. Ira’s visualization of squeezed letters here is clever.

From TOMAHAWK #112, Aug 1967

DC’s two remaining Hollywood humor books, this one and Bob Hope, did not get much ad attention, and their ads ran only in a few titles.

From ACTION COMICS #353, Aug 1967

Giants, on the other hand, got plenty of ad attention. This is a half-page ad, but ran in many titles sideways as a full page one. Old stories, but new to many readers.

From LOIS LANE #76, Aug 1967

A new elegant letters page header by Ira with art by Kurt Schaffenberger.

From THE FOX AND THE CROW #105, Aug/Sept 1967

Generic ads like this one continued through the year, about the only mention of the Go-Go theme, and with several different top lines by Ira. The last appearance of the checks on a cover in these ads.

From ADVENTURE COMICS #360, Sept 1967

DC’s teen humor character Binky had not been seen for about ten years when DC tried him out in SHOWCASE, and then a continuation of his old series, but all reprints except for the covers. Looking backward again.

From ACTION COMICS #354, Sept 1967

This ad is probably a companion to the Jerry Lewis one above, and has great upper and lower case work by Ira.

From ACTION COMICS #354, Sept 1967

Great display and balloon lettering by Ira here, and I love the witch cameos, wonder if they’re from the issue or done for the ad? And by who, Schaffenberger?


Action! Fisticuffs! Well, TOMAHAWK was trying anything that might grab readers. That big question mark from Ira might, too.

From AQUAMAN #35, Sept/Oct 1967

Speedy, Green Arrow’s sidekick, seems a natural addition to the Teen Titans.


This was a fun idea in every way, both the cover, the storyline and the ad.

From ACTION COMICS #355, Oct 1967

The ad for the Giant version of WORLD’S FINEST, on the other hand, seems rather lame to me.

From THE ADVENTURES OF BOB HOPE #107, Oct/Nov 1967

Great display lettering full of energy by Ira. I can’t quite understand the emphasis on tearing down The Blackhawks in their issues and ads, though.

From THE ADVENTURES OF BOB HOPE #107, Oct/Nov 1967

I can understand the focus of Lois Lane comics on her trying to marry Superman, but I never liked it. Interesting lettering treatments here by Ira.

From ACTION COMICS #356, Nov 1967

A full page ad for this new title based on a series of movies being syndicated on TV, movies which were based on books, but I never saw them. This ad is almost a throwback to Ira’s glory days in the early 1950s with lots of room for his lettering and even a bit of background art.

From ADVENTURE COMICS #362, Nov 1967

When in doubt, ad a few more question marks, thought Ira.

From BLACKHAWK #237, Nov 1967

An anti-hero, Deadman, began appearing in STRANGE ADVENTURES with a logo by Ira, and he would become one of DC’s most successful new characters of this era with a long presence ahead. I wonder who drew that skeletal hand?

From ADVENTURE COMICS #362, Nov 1967

Maybe it’s because so many of the ads this year were smaller that these full pagers look so good to me. Even as we near the end of the year with work probably done around August 1967 or so, I see no faltering in Ira’s ad skills.

From ADVENTURE COMICS #362, Nov 1967

Another great one as Deadman moves right into his own title. Okay, the pun at the top is lame, but the cover and ad are good.

From ACTION COMICS #356, Nov 1967

This is very unusual lettering for Ira, but I believe it is by him, trying to emulate the psychedelic look of the sixties for a teen magazine. It reminds me that I left this two-issue series (the second was retitled TEEN BEAM) out of my Schnapp series inventory. He lettered the logos and covers of both. I will have to fix that.

From AQUAMAN #36, Nov/Dec 1967

A new generic ad for an unlikely pairing of themes.


Writer Nelson Bridwell probably wrote the copy for this ad, which utilizes an older meaning for the word gay.


Nelson’s other new series tryout lands a surprising guest star, who must have given permission. Lovely lettering by Ira.

From AQUAMAN #36, Nov/Dec 1967

The script lettering in this ad is not up to Schnapp’s usual standards, and this might be a first sign that his ad skills were starting to decline, but in general the lettering is effective.


Artist Carmine Infantino again having fun with the logo of this issue, but the only action in the ad is in the lettering.

From ACTION COMICS #357, Dec 1967

An amusing attempt to promote Inferior Five while also featuring some of DC’s other teams.

From ADVENTURE COMICS #363, Dec 1967

A late version of this generic ad which still has the GO-GO-GO lettering, but is missing the checks. In the bottom right corner is “1/2 H.A. #500,” which should have been removed before printing but was missed, one of the few times this happened. I noted one in 1958 for House Ad #44. If this is from the same ad registry, a lot of ads have been logged since then!

To sum up, I found 71 new house ads for Ira Schnapp in 1967 plus two new public service ads for a total of 73, as well as four letters page headers. Definitely less than the previous year, but still quite a lot. It will be interesting to see what I find in 1968 cover-dated issues, coming up in the final part of this series.

More articles like this are on the Comics Creation page of my blog.

Bomba the Jungle Boy on Wikipedia.

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