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This will be the year's most unique sports book, outrageously insincere, blathery and funny, but it's still for a limited audience. But--when you consider that that audience is the entire baseball-going public, it's a sizable one. Veeck (as in wreck) is a baseball hustler and promoter whose greatest thrill is the song of the turnstile. His present book describes many promotional angles he's used successfully, some mad ones he hasn't dared try yet, and he presents this material as a mock manual for hustlers. Along the way he studies in meretricious depth just how other hustlers are luring the fans. The recent history of Yogi Berra, a pop ballplayer who also happens to be great one, has been more of an advertising phenomenon than tactical success. (The unlikely Berra was made a Yankee manager, then went, off to coach the Nets.) Veeck explains the deals with deals behind the sale of the Yankee's to CBS; the incredible success of the Mints while down in the basement; elucidates his private version of the Black Sox scandal. Perhaps his best Chapter is a capriccio on great drunks of the diamond.

Pub Date: Sept. 9th, 1965
Publisher: Putnam