Word: word-of-mouth
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...Catholic Rome that was a shocker. Critics goggled at Pagliacci's pyrotechnics; the newspapers, wary of violent reader reactions, carried no mention of the opening. But word-of-mouth publicity was enough to make the show a roaring success; within two days collectors had snapped up all 20 pictures on display, including the six church fires, collectively entitled "Roman Caprices...
Presumably intended to fall into the Mencken tradition was Editor Huie's own lead article, "Untold Facts in the Forrestal Case." Based on word-of-mouth reports about the contents of Forrestal's private papers, it belabored the backbiters and columnists responsible, as Writer Huie put it, for the "destruction" of the late Defense Secretary. Huie, whose book, The Case Against the Admirals, was an air-power fanatic's assault against Forrestal's program for a balanced defense force, now lauded Forrestal as the only Administration leader who had fully realized the threat of Russia...
While the constitution writers had been haggling, the News, the secret socities, and the fraternities woke up to what they considered a grisly peril. The News blasted the proposal in print while the secret society and fraternity men carried on an effective word-of-mouth anti-`council campaign. When the students voted in May, they gave the constitution a 2,199 to 1,851 majority, 501 short of the two-thirds necessary for passage...
Nine months ago, the editors of the Marine Corps Gazette set their goal. To help mark the Corps' 17 5th anniversary this week, they planned "to produce an accurate, concise and readable history of the Marine Corps that would definitely establish some of the word-of-mouth history and tradition." Last week, in a special, 136-page anniversary issue priced at $1 (regular price: 30?), the Gazette published a "readable history" that was also a gusty, colorful explanation of the unique esprit de corps that distinguishes the U.S. Marines from other U.S. armed services...
...their money. Five new books on the S. & S. spring list will be published in the regular $2.75 to $3.50 clothbound editions, and simultaneously in a far bigger edition of paperbound copies to sell for $1. The firm's reasoning: mass sales of cheaper books, by creating word-of-mouth advertising, will help sell the costlier copies...