Word: digestable
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Many a U.S. doctor dreads the monthly appearance of the Reader's Digest: chances are that Paul de Kruif will be tub-thumping for some new variety of snake oil. And chances are that a lot of patients will clamor for the new remedy, then grumble when told it is dubious or premature...
Unless you want to find yourself with nothing to say as that post-game cocktail party, throw away your Reader's Digest, dab your ear-lobes with DDT and get over to the Laffmovie to catch the latest in Marxist doctrine...
...Victor Kravchenko suddenly quit his job with the Soviet Purchasing Commission in Washington, went into hiding, and began work on the most sensational of all recent books about the Soviet Union. In eight weeks it climbed to fifth on the non-fiction best-seller list. Reader's Digest condensed it; the Hearst papers have run it as a daily serial...
...pocket-sized field was more crowded than ever, with digests and pocket books fighting for space on the stands. DeWitt Wallace's money-minting Reader's Digest, which climbed to a guesstimated 8,000,000 U.S. circulation, came out of the war in the pink of health. It could easily afford a drop in the G.I. trade. But many an imitator could not; they worried over heavy returns...
...David (Esquire) Smart's smart and colorful Coronet. By dropping its cuts of Etruscan vases in favor of homey pictures of kids & pets, it had shot up (said Smart) to 4,000,000 from a puny prewar 120,000. Recently Coronet got into a "saturation race" with the Digest. Both had been selling out regularly. Now armed with more paper, they dumped thousands of extra copies on the market to see what it could stand. Returns jumped heavily, but both hit their biggest circulations in history for that time of year...