Origin of Rudolph

Businesses strive for the perfect marketing strategy. One of the most successful marketing coups of all time was a promotional giveaway for Chicago's Montgomery Ward department store. So was born Rudolph the red-nosed reindeer.

Advertising editor, Robert Lewis May (1905-1976) came up with an illustrated booklet with a Christmas poem that families could read every year. The story was about a friendless reindeer to whom Santa Claus would assign the responsibility of guiding his sleigh. The artwork was done by Denver Gillen based on sketches made while visiting the Chicago zoo. Robert May wrote the poem based on his own lonely childhood. Throughout the 1940's, the company handed out millions of the books.

Source: The World Encyclopedia of Christmas, Gerry Bowler, McClelland & Stewart, 2000.
Tomorrow: The shaky start for the song, Rudolph the Red-Nosed Reindeer.