ADVERTISING: Big-Time Belittling

Fred Beck's column of homespun advertising in the Los Angeles Times has as many readers as Westbrook Pegler's column. This intense reader following has made a $5 million enterprise of the Los Angeles Farmers Market, which less than ten years ago was a vacant lot and an idea.

Fred Beck's trick is to belittle his merchandise. This is a sure-fire way to attract attention in Los Angeles. Typical Beck comment: "Our tomatoes are tasteless. We'll let you know when they are good again." Readers, who like his frankness, jam the 84-stall market...

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