Lucky Buck v. Bonanza Bill

In a burst of publicity two months ago, Manhattan's tabloid Daily Mirror (circ. 902,000) went to work to keep its summer circulation up by paying $25 to $1,000 every day for "Lucky Bucks" (dollar bills which have the same serial number as those printed in the paper--TIME, Aug. 17). Within a week, everyone from bank presidents to taxi drivers as far away as Florida and California was riffling through his dollar bills looking for Lucky Bucks. Manhattan's tabloid Daily News, biggest daily in the U.S. (circ. 2,200,000), eyed the Mirror's stunt coldly. But this week the News, which never admits to following the Mirror on any story or circulation stunt, broke out openly into the sincerest form of flattery. In a full-page ad, it blared its reply to the Mirror: "Bonanza Bills worth $2,750 every day! Plus an Extra Bonanza on Sunday."

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