To pep up his women's shoe business last summer, Thomas Callahan had his son design some new flat-heeled models. Callahan, who leases the "debutante" shoe department in Manhattan's Bonwit Teller, Inc., got Philadelphia's Cellini Shoes, Inc. to make the shoes, plugged them in the Sunday New York Times. In two weeks, mail orders came in from every state in the union—except Montana. Mystified, Callahan ran the same ad in the New York Herald Tribune. Again the orders poured in; still no sales in Montana, which calls itself the "Bonanza State."
In another Times ad, Callahan asked plaintively: "What's the matter...
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