Jingle – The Magazine (And Your Neighborhood Barber)

Informative to irreverent; Entertaining to establishment-busting. Jingle Chordbook Magazine was all this rolled into one. As a youngster twisting my fingers trying to follow the dots on the mag centerfold chord chart, Jingle kept me company on nights when TV had nothing interesting to offer. . . with barely three channels on the air, this wasn’t surprising. Little did I know then how this magazine was slowly shaping Philippine pop culture.



“The earlier issues had the obligatory Beatles songs and articles, teeny bopper items. the joke page, grin songs, poetry and record reviews. Eventually during the middle chapters there were ‘special issues’ focusing on OPM, stereo gear, broadcasting, the state of Philippine radio programming, journalism, campus radicalism, even sex, among many other subjects. Everything was reported as ‘in-depth’ as possible.”
Nonoy Banzon- administrator the Jingle Music Magazine Facebook page.


Betamax by Sandwich
Wala pa nung MYX wala pa nung MTV

Wala pa nung internet
Wala pa nung ipod o mp3
Wala pa nung cable
Wala pa nung cellphone
Wala pa ring cd o dvd
Meron lang Betamax

Sa jingle magazine
Natutong mag gitara
Sinifra ang mga kanta
Sa cassettte at plaka

Geez! I must really be getting old.
With due respect to the lyrics of Sandwich, I feel the golden age of Jingle/Twinkle mag was before the Betamax age.
With only 3 channels on TV during the martial law years, radio and strumming the guitar with Jingle mag kept us entertained on evenings with nothing to do. . . well, aside from Pic mag – but that’s another story 😉 .
Other music mags tried to challenge the throne – BM (backed by DZBM?), Moptop, another one by the Yupangcos, etc. – but Jingle reigned supreme.
The advent of Betamax saw an alternative source for entertainment. And I noticed that during this time, Jingle mag’s pages started to thin-out to almost half of what it used to be. Choice of songs became too commercial. The mag also began to rehash songs found in the older issues making me think twice if I would spend part of my allowance on the mag. . . but then again, that’s just me.

I agree though with the general sentiment of the relevance of Jingle.
it turned that 60’s ‘song hits’ to a music icon that contributed to 70’s pop culture here in the Phil.

We used to have small cabinet full of Jingle Magazines. Because of constant use, some pages were falling apart so we had some issues hardbound. The loose issues are now lost and all I have left are several of the hardbound copies.
My high school term paper on the History And Evolution Of Jazz was widely referenced from Jingle. I don’t recall what grade I got  but reading thru the articles of the mag, made writing that paper one enjoyable academic exercise  . . . and that says much for a high school student during the 70’s.

What’s In A Name?
Chordbook-Magazine was shut down probably because they ruffled some feathers of the ‘powers-that-be’ during the early Martial Law era. The magazine resurfaced as Twinkle – different peel but same banana.

But followers of the original Jingle mag knew that this incarnation was still the same banana.
It may sound ironic, but I believe the “Twinkle era” was the golden age of the magazine. The number of pages almost doubled to 160 plus pages. Without regular advertising, I guess the publishers could afford this offering due to increase sales.

The popularity of the chordbook format probably caught the attention of others who wanted to cash in on the chordbook bandwagon.
Other magazines that tried to mimic the Jingle/Twinkle formula started to mushroom at around that time.

A far second was BM Music Magazine. Backed up by the Villar Co., BM came out with a more professional layout – better graphics and a cleaner press run.
It even had a mascot/logo to rival the Jingle chordian angel.
Song content was very similar but I don’t recall the articles though.

It would seem at first that Moptop Magasong was value for money. Jingle/Twinkle and BM were selling for P4.50 while Moptop at P5.50. That additional P1.00 gave you cardboard stock cover and inside pages running up close to 200. Songs remained pretty much the same but everything else – from the chords, articles and even page layout were very elementary.

Bread Music Magazine – I even forgot this publication even existed! Same copycat.

Probably at around 1975, the publishers of Jingle/Twinkle wanted to regain the original name. Maybe the authorities were easing up on them? I don’t know but the covers of the mag began to sport a transition name slowly trying to introduce Jingle back.

A few more issues on, Twinkle still appeared on the cover but far less conspicuous.

By mid 1976, the publishers totally dropped Twinkle as the solo logotype Jingle finally graced back the covers.



Jingle – Your Neighborhood Barber
During the early years of Martial Law, the authorities (sometimes read – your parents) did not look favorably on guys with long hair. Any length that covered your ears automatically branded you a rebel, non-conformist, hippie, and addict that wanted to transform Madam’s Green Revolution to a Marijuana plantation. There was even a rumor that Makati mayor Yabut banned any male with long hair in the city and that there was a special force equipped with scissors ready to cut those treasured tresses if caught.

Funny thing is, even magazines did not escape this animosity.
Pictures with men sporting long hair were barred from its pages. Jingle/Twinkle was no exception.
The editors had to give the artists a “haircut” to satisfy the minions which Minister Cedana ordered to monitor the mag.

Here are a few fresh from the barbers:

The original Apolinario Mabini Hiking Society (APO) were victims of this cruel cut. Remember this was way before Photoshop so crude manual retouching on the printer’s negatives produced these ‘halos’ to simulate shorter hair.

As early as the sixties, the Beatles made long hair fashionable. Famous for their shaggy hairstyle, they were even sometimes referred to as the Moptops. They pioneered longer hair as an accepted fashion for men. The following is nothing short of a desecration of this fashion.

Below we can see that while John looks like a nerdy chemistry professor, Paul sports the standard 2 by 3 ROTC haircut.
But having George’s ridiculous locks is a fate much worse than being bullied at the Manila International Airport.

No diamonds for Neil’s haircut here.

David Cassidy is reduced from a teenage heart-throb to one of Santa’s elves.

Even kids were not exempted. Mark Lester is now Mark LessHair

One way to get around these stupid “haircuts” is to blacken the background thus revealing only floating faces.
I know that Grand Funk plays Rock and Roll… but did they Shake, Rattle and Roll too? Moomoo!

Ridiculous as these pictures may look, they mirror a slice of that era when even how we look was dictated.
They show a historical perspective of how we were once then. . .
How we feared the powers that be. . .
And how we moved on in spite of that fear. . .

But damn!, those pictures were horrible to look at . . .
. . .It’s a good thing we had Myra. 🙂


4 Responses to “Jingle – The Magazine (And Your Neighborhood Barber)”
  1. Nonoy Bonzon says:

    great, going to the trouble of actually locating those cropped pictures and posting it.
    feel free to use any of the pictures at the jingle fb group. I intentionally did not put any watermarks on my scans so that others can use it freely and to spread it around.

  2. Buro says:

    Where/How can I get a complete copy of ALL the JINGLE music magazine published?

    • bb3 says:

      Hi Buro,
      Not sure where you can get copies of all issues published
      You might want to inquire on the Jingle Mag Facebook page. .

  3. vic victoria says:

    i think JINGLE MAGAZINE merits a special award for the impact and influence it did in the lives of our particular genre. Attention OPM officials!

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