In Paul Kupperberg's book, DIRECT COMMENTS: COMIC CREATORS IN THEIR OWN WORDS (2021) [transcribed from Direct Currents interviews, 1989 - 1995], Denny O'Neil says--
I guess I was in fourth grade when I joined the Superman-Tim Club, sponsored by a local department store. For fifteen cents, you got this newsletter, a little pamphlet with features and puzzles about Superman and his made-up friend, Tim. I won a short story contest sponsored by the Superman-Tim Club. I wonder if that didn’t doom me to a life of comic book writing.
What was Superman-Tim?
Tim was an advertising mascot created by Herman "Kay" Kamen in 1922, for the purpose of advertising boy's clothing. The boy Tim and his dog, Pup, appeared in ads for retail shops across the U.S.A. The TIM OFFICIAL MAGAZINE was a store giveaway in the 1930s.
In 1939, Harry Donenfeld and Jack Liebowitz established Superman, Inc., as a way to license out the character. One of these enterprises was "Superman Day" at Macy's and other department stores. In December of 1940, there was also the one-shot giveaway SUPERMAN'S CHRISTMAS ADVENTURE, available at Macy's.
This led to an ongoing promotional campaign with Tim to advertise clothing for boys--the Superman-Tim Club launched in 1942. Ira Schnapp designed the Superman-Tim logo.
Membership in the club came with an official membership card, a button pin, and a monthly subscription to the SUPERMAN-TIM giveaway booklet, the first issue dated August 1942. All issues were 16 pages, except those months when a comic book story was added, increasing the total page count up to as much as 36 pages.
The club lasted until 1950, with the final few issues of SUPERMAN-TIM only being eight pages, the last dated October 1950. Tim decided to hitch his wagon to another star, Gene Autry--which was probably a good idea.