Word: soft
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Dates: during 1930-1939
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...Dallas dailies are the Times-Herald and Dispatch, both afternoon papers. The Times-Herald, whose 71,000 circulation runs 21,000 ahead of the Journal, lost no time proclaiming itself the only paper in town carrying complete turf news. The Dispatch (5,000 behind the Journal), which has been soft-pedaling racing news lately, did not change policy. Of the letters and telegrams received by the News and Journal, it was reported that 15-to-1 approved their position. In any event, Dallas merchants, who naturally are opposed to seeing potential customers spend their money with bookmakers...
Under the press of Depression, the Installment Plan was asked to move a type of merchandise which could not be repossessed or was worn out before it was paid for. Among credit men this merchandise has the name "soft goods." Department store installments may cover anything from tires to toilet articles. Oddest use of installment selling is for services, ranging from steamship passage to permanent waves...
Because public pressure forced him to abolish fancy police escorts, Philadelphia's Mayor Samuel Davis Wilson snarled, "To anticipate possible complaints about noise made by the flapping of flags on city automobiles, it might be well to find some soft material to be used in the making of city flags...
...power to Wildwood, hard or soft; to her boardwalk, her auction shops', her dance halls, her shooting galleries and Bingo games. A seaside colony of 15,000, this summer Wildwood, according to her Chamber of Commerce, expects 175,000 residents, 15% more than last year...
...these is Dr. Bailey Willis, an 80-year-old Stanford geology professor with a handsome white beard. Two years ago a diver, working on the preliminary survey for the Bridge's great south pier 1,000 ft. from shore came up to declare that the rock was "as soft as plum pudding." Dr. Willis devoted months to proving that the rock on which the pier would rest was crumbly serpentine "unstable to a degree likely to endanger the bridge." This blast was apparently the reason the PWA refused to aid the builders. Dr. Willis was presently overwhelmed by numbers...