ADVERTISING: Dollars for Doughnuts

In 38 years on the stage, Funnyman Joe Cook has thought up some 1,000 implausible inventions of the Rube Goldberg order, never sold one until last week. Then he sold one for $1,000. It was a doughnut-dunking machine (a pulley-and-string contraption) featured in his present Broadway show, It Happens on Ice. Purchaser was Doughnut Corporation of America. The sale was authentic, the money real. For Doughnut Corp., $1,000 for publicity was cheap.

Doughnut Corp. is a near-monopoly of the U. S. doughnut industry. U. S. doughnut sales were estimated at some $78,000,0000 last...

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