Word: yogis
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...publicity that the New York Yankees were looking for when they named Lawrence Peter Berra, 38, as their manager last October, they were certainly getting it. In fact, if Yogi gets much more publicity, worried one Yankee official in Florida last week, "he might become more of a personality than a manager"-J. Fred Muggs, perhaps. "My big problem as manager will be to see if I can manage," said Yogi with indisputable logic, and he wasted no time letting the proud Yankees know who was boss. Calling the team together in the clubhouse at Fort Lauderdale, he announced...
...just Berra's little joke, of course. "Oh, that Yogi," sighed one bemused Yankee. "He scared hell out of me," admitted Mickey Mantle. All the same, the Yankees were working harder than they had in years. With Outfielders Mantle and Roger Maris healthy once again, the Yankees were a far cry from the injury-ridden club that lost four straight games to the Los Angeles Dodgers in the 1963 World Series. But Yogi was taking no chances. "We had too many pulled muscles last year," he said, ordering ten minutes of rugged calisthenics every day. At practice sessions...
...Yogi & Huck. A big bite of these profits came from such Kellogg basics as corn flakes, which Founder Will Kellogg began to market in 1906 as a health food, and Rice Krispies, whose snap, crackle, pop is part of American folklore. To keep crackling, Kellogg's puts its faith in new products, has introduced ten new cereals in the last 13 years. The latest is a circular, multicolored, fruit-flavored oat cereal called Froot Loops, which Kellogg's is pushing as suitable-or possibly sootable-for all the family from 5 to 95. Just as pre-sugared cereals...
...double that of either General Foods or General Mills-by doggedly making breakfast and cereal synonymous. The company preaches nutrition and flavor with countless advertise ments, 15 television shows (including the top-ranked Beverly Hillbillies) and afternoon cartoon shows on 180 local stations that feature such fetching salesmen as Yogi Bear, Woody Woodpecker and Huckleberry Hound. All this has helped put four Kellogg cereals-Corn Flakes, Rice Krispies, Special K and Sugar Frosted Flakes-among the industry's top seven sellers...
...shame and a sense of "degrading promiscuity." As for the woman, "she listens to him," Miss Sarraute writes, with the "face of a rapt fanatic . . . and an inadequately furnished head into which come to settle perhaps, taking up all the room, who knows what absurd beliefs . . . Christian science . . . occultism . . . yogi . . . Greek sandals . . . table-tipping." Two critics pass the ill-matched pair. "Ha, ha," they gibe, "still discussing The Golden Fruits?" Translated into Sarrautese, this sally means: "Poor creatures, incapable of grasping, dissecting anything delicate . . . trusting only in their instinct, which immediately makes them react to what is 'true...