Word: goldberg
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Dates: during 1960-1969
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...that sets many men to looking wistfully ahead toward retirement, Reuben Lucius Goldberg embarked on a new career. Into limbo he chucked Boob McNutt, Mike and Ike -They Look Alike, and Professor Lucifer Gorgonzola Butts, the not-so-mad inventor who gave the world such useful devices as the stamp-licking machine. In the next 26 years, Rube Goldberg produced some 5,000 editorial cartoons. But his heart was never really in his work. And last week, at 80 - an age that sets most men to peering wistfully back toward their youth - Goldberg embarked on a new career...
...sculptor. Isn't it silly?" he said, but he didn't mean it. To him, his style of sculpturing is unalloyed joy, and all around Rube Goldberg's studio the happy evidence is beginning to pile up. There is a balloon-breasted Lady Godiva in plasteline - being leered at by her horse. Under a sign reading PLASTIC SURGERY sit three miniature patients in desperate cosmetic need: a man and wife with Jimmy Durante schnozzles and a hopeful-looking toucan. They all look very much like comic-strip characters in three dimensions. Which is just what they...
Back in Town? The new bend in the road describes a full circle, taking Rube Goldberg back to where he started 59 years ago, when the comic pages, Rube's natural habitat, were still good for a thousand laughs. They did not amuse Papa Max Goldberg, though. He had read about an engineer who made $1,500,000, and he thought that his son should do the same. Rube tried. He got a degree in mining engineering and for a few months listlessly designed sewer pipes for the city of San Francisco...
That was his passport to the comic strips, and no man ever stayed longer or showed more zany inventiveness. The Rube Goldberg machines, a byproduct of his engineering background, made him rich and world-famous. All his designs were models of ludicrous ingenuity. In his automatic stamp-licker, a dwarf robot overturned a can of ants onto a page of postage stamps, gum side up; then they were licked up by an anteater that had been starved for three days...
Lodge's strength is partly attributable to the hard work of Massachusetts Attorney David Goldberg, who helped engineer the Lodge victory in New Hampshire. Goldberg and his aides have set up a smoothly running volunteer corps that ranges all through the state. His budget is relatively small, with most of the money earmarked for massive mailings and a few TV promotions. "We're blessed by our poverty," says Goldberg. "We can't spread ourselves into areas we can't do well in. What we can do is a very thorough job in direct mail...