Word: throwaway
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Baseball's first two weeks usually fig ure to be a throwaway. But not this year...
Mainbocher is the master of the throwaway: a little tweed jacket that suddenly turns out to be lined with sable, a simple something buttoned up to the neck that unbuttons-if you just happen to feel like it-to reveal a splash of Schlumberger or Verdura in emeralds and diamonds. He was making the sleeveless sheath long before Jackie Kennedy made it a clich...
...HANK GREENSPUN, a blustering, cantankerous sometime politician and newsman, came down from Nevada last January to pick the bones of the Arizona Journal and, failing in that mission, bought a successful shopping throwaway, the Phoenix Sun, as a kind of consolation prize. Greenspun, who also publishes the Las Vegas Sun, hopes to have his Phoenix Sun rising daily before the end of the year...
...jumped from 50,000 circulation to 325,000. The National Enquirer, a New York-based tabloid devoted to gossip and cheesecake, boosted its New York press run of 300,000 by one million. On commuter coach seats, the railroads laid daily news bulletins; the New Haven's throwaway prayerfully asked its passengers not to drop them on the floor. With what it called "characteristic spontaneity," Harvard's student newspaper, the Crimson, inundated Manhattan with 10,000 free copies of a "New York Edition"-2,000 more than the Crimson freshet exported from Cambridge during the 1958 strike...
...expansion testifies to the success of the oldest and most unusual throwaway publication in the U.S. Most throwaways are just what the name implies, but surveys have shown that 89% of Broadway theatergoers take their Playbills home -and some 5,000 of them, including two customers in India and one in New Zealand, buy leather binders ($2.50 to $5) with which to preserve their copies. Most throwaways are hurled at the largest possible readership. Playbill has been interested only in Broadway theatergoers, of which there...