Word: psalm
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...fever pitch that he first showed more than 50 years ago in his first auction, when he sold a $20 gold piece for $100. In his galleries the hammer has swung on such fabled items as the fifth and final manuscript of the Gettysburg Address ($54,000), the Bay Psalm Book, first book published In the U.S. ($151,000), the manuscript of Alice in Wonderland ($50,000), and a lock of George Washington's hair. His biggest sale was in 1928, when Lord Duveen, British dealer and collector, paid $360,000 for Gainsborough's The Harvest Waggon. That...
Adman Bruce Barton (Batten, Barton, Durstine & Osborn) knows just how he sells products and ideas: "Say it simply, say it over & over, say it in one-syllable words." He rates the Lord's Prayer, the 23rd Psalm and the Gettysburg Address as triumphs of simplicity and brevity: each contains fewer than 500 words, mostly of one and two syllables. Last week Adman Barton was getting ready to turn out a new weekly column of personal and social comment for Hearst's King Features. It will be written in no more than 500 words, mostly...
...teaching and preaching had been carried on. In the summer of 1946, when Bonn's war-ruined university was reestablishing itself in a half-blasted castle, Theologian Barth was invited to return. Lecturing at 7 o'clock in the morning, "after we had sung a psalm or a hymn to cheer us up," competing with the racket of rubble-clearing machinery outside his classroom, Barth spoke, without notes, on the Apostles' Creed. The 24 lectures that resulted deal, phrase by phrase, and in some instances word by word, with this oldest confession of the Church...
...Other manufacturers, led by the makers of such simple consumer items as soap and baking powder, began to learn the lessons of trademarks, contact with the customer, expanding demand. In church one Sunday morning in 1879, Harley T. Procter, of Procter & Gamble, listened to a passage from the 45th psalm (". . . all thy garments smell of myrrh, and aloes, and cassia, out of the ivory palaces, whereby they made thee glad . . .") and coined the label "Ivory Soap." In 1890, Kodak launched one of the first relentlessly successful slogans: "You press the button-we do the rest." As other manufacturers ventured into...
...Sparks. He had a memorable meeting with another prominent American last week. After a formal exchange on the subject of Israel with the President of the U.S., Rabbi Herzog opened his Bible and began reading (in Hebrew) the 126th Psalm. Meanwhile, Harry Truman reached into his desk for his mother's old Bible and flipped the pages to the same place. When the rabbi had finished, the President read in English: "When the Lord turned again the captivity of Zion, we were like them that dream. Then was our mouth filled with laughter, and our tongue with singing...