Robert May, a copywriter working for the Montgomery Ward chain of department stores, produced the poem "Rudolf the Red-Nosed Reindeer" as part of a promotional gimmick for the stores in 1948. The next year, he asked his brother-in-law, songwriter Johnny Marks, to write music for it. After a sticky sweet and sentimental introduction, Marks' melody bounces along on the white notes of the piano with perfect cadences in the verses and plagal cadences in the chorus. Popularized by singing cowboy Gene Autry in the holiday season of 1949, "Rudolph the Red Nosed Reindeer" sold 30 million copies in a decade and became an American Christmas classic. Marks later made a specialty of composing holiday songs, with "Holly Jolly Christmas," "Rockin' Around the Christmas Tree," and "When Santa Claus Gets Your Letter" to his credit. ~ James Leonard, All Music Guide