Word: word-of-mouth
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Most college libraries banned the book. But its word-of-mouth reputation grew; Congressmen took to quoting it; its facts were a gold mine for left-wing cribbers. By 1936 the Modern Library edition (sales: 25,000) could say honestly that the History of the Great American Fortunes was a semi-classic of research. Author Myers has never been sued for libel...
Last week Professor Arnold's name was on the tongue of many an inquisitive businessman as well as of many a parlor economist, for he had written a book. Put out quietly last month by Yale University Press, The Folklore of Capitalism achieved so much word-of-mouth advertising that last week its first printing was being rapidly exhausted in book stores from coast to coast...
...first five weeks, the play lost $3,800. Then audiences' word-of-mouth advertising suddenly began to change all that. Tobacco Road began to pay. Soon Anthony Brown, who had come from balmy Hollywood to direct the play, had saved enough to buy an overcoat. Henry Hull, then playing the part of filthy Jeeter Lester, found he could begin to pay the expenses of his Old Lyme, Conn, estate. After the first year's run, profits were $84,000. When Tobacco Road's second birthday rolled around, Producers Sam Grisman, Jack Kirkland and Anthony Brown threw caution...
...States retailers would now get an extra package with every carton. Reason: Philip Morris sales had tripled or quadrupled in States where the free package had been supplied retailers. Cost of the 20 extra cigarets required to fill standard orders was charged to advertising- the valuable word-of-mouth advertising which retailers do across the counter. Neat point about the Philip Morris plan was that if any retailer starts to spoil it by selling for less than 15? a package, Philip Morris can presumably stop him by simply withdrawing its gift package...
Last week Mr. Macauley capped his word-of-mouth build-up by unveiling a brand new Model 120 with a straight-eight motor, the famed Packard lines and all the latest gadgets. Price: $980 to $1,095 F. O. B. Most noteworthy innovation was the independent front wheel assembly. Packard used exposed coil springs but added torque arms to assure wheel alignment...