Word: riche
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Dates: during 1960-1969
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Only a few decades ago, when most sports were the province of the rich, baseball-the one game any kid could play on a sandlot-was the National Pastime. Today, in an affluent democracy, when just about everyone can afford the pastime of his choice, no single game, but sport itself has become the nation's favorite. It also has become an honorable profession, open to every class and every race. It has produced a new type of professional athlete-admired, socially acceptable and remarkably well educated. Quarterback Charley Johnson of pro football's St. Louis Cardinals...
Operation Hickory's sweep into the DMZ has proved a success by any measure. The Allies killed an estimated 1,500 North Vietnamese and seized a rich cache of enemy supplies, from gas masks and mortar shells to a new So viet 82-mm. recoilless rifle. The thrust also served to isolate enemy forces operating to the south in Quang Tri province, cutting them off from their supply routes and their ammunition caches. But Hickory's cost was high: it contributed heavily to a new record of 337 U.S. deaths for the week ending May 20, plus...
When they opened for business last spring, the brash young founders of Manhattan's new advertising agency, Wells, Rich, Greene, Inc., promised to "build the most profitable agency in history." With a flair that made even Madison Avenue eyebrows twitch, they started out by getting just about the most publicity in history...
...Ohio-born divorcee with two adopted daughters, Mary Wells was educated at Carnegie Tech, wrote copy for Macy's, McCann-Erickson and Doyle Dane Bernbach before joining Jack Tinker & Partners in 1964. There, she and her present partners, Richard Rich, 37, and Stewart Greene, 39, ran some notable successes up the flagpole. They were responsible for the whimsical ads ("No matter what shape your stomach's in . . .") that boosted Alka-Seltzer sales by $13.3 million. When Braniff International President Harding Lawrence came to Tinker in 1965, Wells thought up the idea of painting Braniff's jets...
Secrecy. Disclosure of Spain's contract with null marked the end of 21 years of secret and almost byzantine negotiations. For as soon as Spanish geologists found the rich phosphate vein back in 1963, Generalissimo Franco's ministers forbade publication of any hint of the discovery. They had good reason for their reticence. The political situation in northern Africa has long been touchy: both Morocco and Mauritania claim the Spanish Sahara. Occasionally, they have gone so far as to threaten to back up their claims with force. Moreover, Spain has been under mounting pressure...