Word: axioms
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...change of windows, usually stay up all one night at least with a squad of carpenters, painters, dressers, electricians. Every window display is tied up with merchandising, but this tie-up in the last few years has changed. Display directors owe half their fun to a Depression-born business axiom: "Sell the store as well as the merchandise...
Knocked into a cocked hat last week was the old sport axiom that a good, big man can always beat a good, little man. Henry Armstrong, Negro fisticuffer, is a little man. No fight fan will deny that he is a good man: he won the world's featherweight (126 lb. max.) championship, then fattened up and won the welterweight (147 lb.) championship, then turned to the lightweight division and won that championship (135 lb.) too-all within ten months. Ceferino Garcia, Filipino welterweight, is also a good man in the ring: he has a paralyzing ''bolo...
...himself way over his head without a singing voice. The love interest is carried adequately, but no more than that, by Jean Madden and Richard Kollmar; the script gives them nothing to do, and Mr. Kollmar faces tremendous odds when he is called upon to plead the ancient American axiom that men are not true men unless they think for themselves...
...exceeded 1933's by 35.4%, 1932's by 9%. Radio's 1933 depression was not only brief, it was also noteworthy for being tardy, for other industries were near bottom as early as 1932. So network-sales experts have derived from that experience their characteristically optimistic axiom that in times of slump radio is the last industry to slip in, the first to scramble...
Last year, when the ground started sliding away from under industrial feet, the axiom seemed due for testing. The networks began 1938 handsomely, ran up the biggest first quarter of their careers (11.4% above 1937's first quarter). The pinch came in April and some heads began to shake. But the axiom seems to be holding true. With an August boom, the networks began pulling out. Last week, gross revenues of the three major chains -MBS, NBC, CBS,-for the first eight months of 1938 came to $46,971,173, neatly topping...