Lobby Lud

Lobby Lud is a fictional character invented in August 1927 by the Westminster Gazette, a British newspaper, now defunct. The name derives from the telegraphic address of the newspaper ("Lobby, Ludgate"). Anonymous employees of the newspaper visited seaside resorts. The paper printed details of the town, a description of that day's Lobby Lud and a pass phrase. Anyone carrying the newspaper could challenge Lobby Lud with the phrase and receive five pounds, more than £220 in 2008 pounds. People on holiday were known to be less likely to buy a newspaper. Some towns and large factories had holiday fortnights (called "wakes weeks" in the north of England); the town or works would all decamp at the same time. Circulation could drop considerably in the summer and proprietors hoped prizes would increase it.