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KEEPING BJ ROLLING: Mort Luby Sr., center, attacked bowling with the same fervor as his father and BJ founder, Dave Luby.

always amazed at her patience with some of the loopy characters that inhabited his world. The wife of the Pabst Blue Ribbon advertising director was a loud drunk who came to our house and played the piano (badly) and sang off -key. My mother would smile sweetly and bring her yet another whiskey sour. Pabst ran a lot of full-page ads in those days. Like most Americans during the Great

Depression, we suff ered fi nancially. Our house on May Street was sold and we moved into a small apartment a few miles away. Bowlers Journal shrank to digest-size, the ad count withered and, fi nally, the frequency was reduced from weekly to monthly. When Prohibition ended, the beer and whiskey companies began advertising again. But few of the bowling manufac- turers could aff ord space. We ate a lot of greasy 5-cent White Castle burgers and never missed the 25-cent Friday fi sh fry at Casto’s, the local saloon and bookie joint. (Even when he was almost broke, Mort Sr. loved to play the ponies.) Despite the grim economic conditions,


my father decided in 1931 that Bowlers Journal could not continue as a one-man show. He called Northwestern University and asked if they knew of a bright student who could take shorthand. The school sent over 16-year-old Sam Weinstein. “I had to compress a three-month course

in shorthand into six weeks,” Sam told an interviewer many years later. “I was the of- fi ce handyman. I did everything but darn Luby’s socks.” Sam was named Editor the following

year. One of his chores was to lay out ads. His work impressed the folks at National

Billiard Supply, and he was hired away in 1933 to become that company’s ad man- ager. He later became the country’s largest bowling distributor and a fabled radio an- nouncer. When he fi nally retired his radio show, he had been on the air for more than 50 years.

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