Word: mattering
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Dates: during 1940-1949
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Other presidents have found that the nation's alumnae could better use a whole re-education in the matter. To Lynn White of Mills, the big obstacle was that women outlive their husbands. Then they give away their money to their husbands' alma maters. "I go around the country advising women to predecease their husbands," says Mills's president. "We'd do better...
...another Times ad, Callahan asked plaintively: "What's the matter with Montana? . . . Don't they like flats in Montana? . . . Aren't legs a national tradition? Montana, Montana, please write." Wrote one embittered Missoula man: "I don't think our women need these flats. Their feet are flat enough . . . Most of them go barefooted out here...
With no help from Montana, Callahan sold 9,000 pairs of flats in two months, as his total shoe business soared 36% above the same period in 1948. Then the Times got to worrying about Montana. It ran Callahan's "What's the matter with Montana?" ad again, in its own pages and in Women's Wear Daily, and added a note: there was nothing the matter with Montana, because "Montanans buy 1,111 copies of the New York Times...
Callahan finally had an answer to his question, in proud local ads by stores in Billings, Helena and Lewiston. Example, in the Billings Gazette: "There is nothing the matter with Montana . . . Montanans merely buy their 'flat-heeled pretties' at the Hart-Albin...
...question about Henry Yorke will be found in the novels of Henry Green, which now number seven and embrace an astonishingly wide reach of British life and customs. There are as many distinctive social classes in Britain as there are regions in the U.S., and most British novelists, no matter how imaginative and observant, are as incapable of portraying life in any strata other than their own as, say, a Brooklyn-bred novelist would be of showing how a tree grows in Independence, Mo. But the novels of Henry Green, which are still little known in Britain and almost unheard...