Word: come-on
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...World War II (TIME, Aug. 4) and steamships only three-quarters full, transatlantic ocean lines are not only talking about lowering fares but resorting to gimmicks to entice passengers into their empty cabins. Into New York Harbor last week cruised the Queen Mary with a novel come-on: 20 slot machines set up in the first-and cabin-class smoking rooms and the tourist lounge. All the way across the Atlantic, the "fruit machines" (as the Cunard Line labeled the one-armed bandits) did a brisk business. "The slot-machine area was the busiest place on the boat, busier even...
...Challenge. To write off Laos was bad enough; to write off Berlin would be a world tragedy. Thus, to the nation last week, it appeared time for John Kennedy to throw off the psychological shock of the disastrous Cuban invasion and prepare for the challenge-however it might come-on Berlin. In his report on Vienna, Kennedy was firm and uncompromising in his promise to hold Berlin. But there were fears that the President on occasion relied too strongly on advisers who would rather lose the cold war step by step than risk the nuclear consequences of standing fast...
...Journal's reader is far from ordinary. On the average, say the Journal's promotion men, he earns $22,648 a year-an income that should insulate him from their come-on ads: "I Was Tired of 'Living on Peanuts' So I Started Reading the Wall Street Journal." He does not reside near Wall Street; the Journal has more readers in California than New York, and its subscribers live in virtually all of the 3,044 counties in the continental U.S. The chances are good that he owns stock sold in at least...
...decades before Doctor Zhivago was written. Last year, with a shorter introduction (soso) and in the same translation (first-rate), the story appeared in the U.S. in a collection of poems and articles entitled Noonday 1. It sold an unexciting 10,000 copies. With a bustling campaign of come-on ads and a first printing of 250,000, Avon hopes to do better and tap the rich Zhivago market, now nearing the 1,000,000 mark...
...account of How I Turned $1,000 into a Million in Real Estate-in My Spare Time. More than 100,000 readers have broken open this fortune cookie, and it is currently being snapped up at the rate of 10,000 copies a week. To back up its brilliant come-on title, the book offers would-be spare-time millionaires a sophisticated circus barker's spiel plus evangelistic free-enterprise fervor, shovelfuls of down-to-earth business details plus the bargaining excitement of a Turkish bazaar, a fictional cast of heroes, villains and gulls-and even...