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the morning television show will start as early as 7:30, so you've got to get up at the crack of dawn. You do the television interview and then they've got a breakfast for the press so you can catch the evening papers. You're there too late for the morning papers, but there are full-page ads therein with a picture of the dictionary and a great big picture of me. Ham that I am, I love it. In some of the cities like Houston they even have used big billboards. I spotted one coming in from the airport: “Bennett Cerf” in person. I stop and look at the billboards with quite a lot of appreciation and I like these great big full-page ads and I like being a big-shot. As I say, I have breakfast with the press and sometimes college kids are invited and Governors and Senators who happen to be in town and like to get a little extra publicity themselves.

So we have the breakfast and then maybe another radio show is squeezed in and then you spend the day at the bank, signing dictionaries. Oh, boy! I think in Minneapolis, which was the most successful promotion that we ever had because it was the prestigious First National Bank there, they used over 30,000 dictionaries. They made this the big feature of their fall campaign. The pitch was: open an account of $100 or more and get a free dictionary for your kid going to school.

The wonderful thing about a dictionary is that you are never going to have too many dictionaries in the house. With any other book, you sell one copy for a home, and that's