Billing itself as "America's Only
Rock & Roll Magazine", the
Detroit-spawned CREEM wrested the standard of
critical hipness away from
Rolling Stone for a while in the early
1970s. Among the luminaries who wrote for the mag were
Lester Bangs,
Dave Marsh, and
Greil Marcus. Their mascot was a cheerful milk bottle (or cream bottle, I suppose) saying "Boy Howdy!" which appeared to have been drawn by
R. Crumb.
CREEM has been resurrected a couple of times over the years, but its golden age is generally considered to be the early years.