Who came up with the idea of Rudolph the Red-Nosed Reindeer?

Robert L. Mayâ??s story premiered in a Montgomery Ward Christmas coloring book. The story of â??Rudolph the Red-Nosed Reindeerâ?? was then popularized in a song by western star, Gene Autrey. This preceded a theatrical short , a comic, children books and a stop-action animated feature that remains a holiday tradition to this day.