Word: carding
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Dates: during 1950-1959
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...trips abroad as a sort of U.S. ambassador to overseas bridgedom, 10,000 letters a year from bridge fans (many include ticklish bridge problems, but with the help of his staff he answers them all), and a venture called Goren Enterprises, which licenses manufacture of such items as a card-table cover with rules of the game printed on it and cocktail napkins decorated with cartoons and useful bridge hints from the master...
Problems of Partnership. Much of bridge's complexity-and fascination-derives from the fact that it is a partnership game, requiring that North and South, East and West inform each other of their card holdings through bidding. The 1929 edition of the Encyclopaedia Britannica warned that contract bridge, then in its infancy, was "not a good game for the club cardroom" because "coordination between two partners is very necessary" and "not always easily obtained." Nearly all experts agree that bidding is the really important and difficult part of bridge. And even Goren's bitterest enemies in the cutthroat...
Largely because Charles Goren made coordination across the table easier and more accurate, bridge's popularity keeps growing. According to surveys made by the U.S.'s $29 million playing-card industry (60 million decks sold last year), the number of bridge players in the U.S. has soared from 22 million in 1940 to 35 million today, not counting the millions who study newspaper bridge columns but never take a card in hand. Over the same span, the number participating in American Contract Bridge League tournaments has exploded from 5,000 to more than 75,000. Having survived...
...Tricks. Both American Express and Diners' furiously scouted out and signed up new services. American Express won a hand by signing Manhattan's Toots Shor restaurant, long a credit-card holdout. Diners' bounced right back by announcing a contract with the Stork Club, another holdout. American Express then scored by adding a galaxy of nonrestaurant services: Western Union, Greyhound Bus, Avis and Hertz car rentals, Kinney Parking Systems, Kelly Girls for temporary office help. Amexco spread the word that in any of its 303 international offices, a cardholder could charge a ticket or tour to any spot...
...this furor worried Sheraton Corp. of America, second biggest U.S. hotel chain. It announced that it would offer to its 850,000 cardholders, who got their cards for nothing, a new comprehensive card for $5. Hilton Hotels Corp., biggest U.S. chain, broke into a sweat; fearing the Sheraton competition, Hilton announced that it would expand the Hilton card, which is used in its 33 hotels in the U.S. and abroad, to cover outside restaurants and shops...