BEFORE I depart for a week's Christmas shopping and kitchen redecoration, my Saturday column in the paper (Dec 12, 2009) concerns the Nignog Club, a phenomenally successful children's club run by The Northern Echo, and copied elsewhere, in the 1930s.

Strange and extravagant to say, it was a life-changing children's club. For example, it gave away Box Brownie cameras. These were as desireable as iPods or Wiis are today, but were even more financially out of reach in the Durham coalfield. Yet the club was giving them away for free: the first time many children had ever had their own camera. No wonder Nignogs have stayed loyal for so long to the Echo!

The club started in 1929, but on September 1, 1939, went into dramatic decline. It didn't appear at all on September 2, and never reappeared as on September 3, the Second World War broke out.

I think another of the Echo's circulation-boosting gimmicks of the time suffered a similarly abrupt ending on precisely the same day: free life insurance!

The Nignogs were a charitable bunch. Their fund-raising paid for two cots to be endowed in Darlington Memorial Hospital. There used to be a plaque above the cost, but this has long since disappeared.

I hope this blog will contain the Nignog's blue enamel badge - one sits proudly on my desk - plus a copy of the pinkish membership card.

And below is the letter which all 136,000 Nignogs received when they joined the club.

Do you have any Nignogabilia anywhere?

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Northern Echo Office,

Darlington

20/2/30

Dear Nignog No 45005,

I am very pleased indeed to welcome you as a member of the Children's Ring and the Nignog Club. Now that you are a fully-fledged Nignog I hope you will try to make your friends Nignogs as well. I enclose your Nignog Badge and your Card of Membership, with your name, address and your Nignog number. Of course, you will obey the rules of the Children's Ring, and you will not forget all that I have told you in my long article about the Nignog Club. The chief points were: 1 For intending members to complete and send in the Nignog Entrance Coupon without delay. 2 That you should always go out of your way to talk to other children and tell them about the Nignog Club. 3 That you should always try to help other children; particularly those from foreign countries who might need your help or advice. 4 That you should sometimes write a letter to a lonely child. 5 That you should always look after animals. "The Chief Ringers" - Uncle Mac and Uncle Ernest - Welcome You, Our Nignog!" You may always write to me. Good luck and be a good Nignog. says, "UNCLE MAC."