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You’ve heard of these people -because they wanted you to! Here are some pointers in the art of publicity from history’s greatest masters of hype.
KILL OFF YOUR RIVALS | Benjamin Franklin
During colonial times, the almanac business was cutthroat. The books were the bestsellers of their day -fun compendiums full of facts and witticisms. So, in 1732, Benjamin Franklin decided to enter the game with Poor Richard’s Almanack. In an early edition, Franklin jokingly predicted that rival almanac writer Titan Leeds would die on October 17, 1733 at 3:29 PM, the very instance of a conjunction of the Sun and Mercury.
Humorless, Leeds took the bait and ridiculed Franklin publicly. The response only generated more press for Poor Richard’s Almanack, turning it into a best seller. After October 17 came and went, and Leeds was still breathing, Franklin kept up the gag, claiming Leeds was dead and pretenders were writing under his name. Five years later, when Leeds finally passed away for real, Franklin thanked the imposters for stopping their ruse. By then, Poor Richard’s Almanack had made Franklin a rich man many times over.
STAND ON THE SHOULDERS OF GIANT … TURTLES | Salvador and Gala Dali
Though notorious in Europe, Salvador Dali and his savvy wife, Gala, weren’t famous in the United States until 1941, when they took the nation by metaphysical storm. To introduce themselves to Americans, the Dalis threw an unforgettably weird party in Pebble Beach, California, called “Night in a Surrealist Forest.” Dali decked the room with 12,000 shoes, 2,000 pine trees, 24 animal heads, 24 mannequins, and a wrecked car. His guest list ranged from A-list stars, such as Clark Gable, to wild animals, including a baby tiger. At one point in the evening, Bob Hope screamed when, after removing the dome from a plate, a toad leapt out at him. After the bizarre bash, Dali conducted an interview for American Weekly from a tall chair -its legs resting on the backs of four giant turtles. Gala claimed the chair “stimulates the artist’s creative powers.”
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Roscoe “Fatty” Arbuckle was a million-dollar movie star in 1921, when there weren’t all that many million dollar movie stars. After a Labor Day weekend party, a young actress named Virginia Rappe was hospitalized and later died. Arbuckle was the prime suspect in her death. The prosecution’s evidence came from the testimony of Maude Delmont, a woman with a shady past who kept changing her story.
The newspapers never questioned Delmont’s version of events, and they kept flogging Arbuckle. His reputation was in a shambles, even after his friends Buster Keaton and Charlie Chaplin vouched for his character.
But Arbuckle’s lawyers introduced medical evidence showing that Rappe had had a chronic bladder condition, and her autopsy concluded that there “were no marks of violence on the body, no signs that the girl had been attacked in any way.” (The defense also had witnesses with damaging information about Rappe’s past, but Arbuckle wouldn’t let them testify, he said, out of respect for the dead.) The doctor who treated Rappe at the hotel testified that she had told him Arbuckle did not try to sexually assault her, but the prosecutor got the point dismissed as hearsay.
No matter what happened in court, Arbuckle also went through “trial by newspaper.” Find out what happened to Fatty Arbuckle, legally and professionally, at Past Imperfect. Link
The folks at Eden TV, a new UK-based natural history television network, celebrated its launch by building a 16-foot-tall of a polar bear and cub stranded on an iceberg. The sculpture was then set free to float down the Thames in an attempt to bring attention to the new network and to raise awareness about the polar bear’s dwindling habitat.
– via inhabitat
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