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The Nineteen Sixties witnessed a silent yet dramatic revolution, almost unheralded whilst in progress and only chronicled when it had passed its climax. This revolution was the growth of a form of promotional expenditure which came to be known as ‘below‐the‐line’. It was below‐the‐line in the sense that it was not expenditure on promotion in the conventional and time‐honoured form, i.e. advertising through the media of the press, cinema, television and poster. It was, in fact, expenditure on sales promotions; promotions designed to have an impact, albeit short term, on sales volume. These promotions typically have taken the form of offering either extra value for money in the form of money‐off, coupons, or free samples, or have attempted to generate excitement in the product through the vehicles of competitions, games and give‐aways.

Suggests research themes and conceptual extensions which may be useful to researchers of the leisure industry in the marketing context who are trying to increase commencial productivity or disciplinary relevance of their work. Examines two disparate issues which arise when the meaning of marketing and leisure is considered: the meaning of leisure in the context of marketing; and the meaning of marketing in the context of leisure. Concludes that researchers in the leisure marketing area should be aware of the extent to which consumer behaviour in general can be conceived of as leisure; local authorities can make use of the principles of commercial marketing; and knowledge of either of these areas can make organizations more responsive to the needs of their customers.

Simon Cowell, the impresario behind The X Factor, a popular television talent show, has often been compared to P.T. Barnum, the legendary nineteenth century showman. This paper aims to examine the alleged parallels in detail and attempts to assess this “Barnum reborn” argument.

Putative parallels between the impresarios are considered under the aegis of two long‐standing, if contentious, historical “theories”: time's cycle and the great man thesis.

Seven broad similarities between the showmen are identified: vulgarity, hyperbole, rivalry, publicity, duplicity, liminality and history. In each case, the arguments pro and con are explored, as is humanity's propensity to personify.

In accordance with the iconic literary critic Harold Bloom, who “strikes texts together to seek if they spark”, this paper strikes two celebrated showmen together to generate historical sparks.

Existing research shows that popular income inequality measures fail to reflect their respondents’ perceptions of income inequality. However, most of the current literature focuses on what is negative, telling us what individuals do not perceive. This paper presents an alternative methodology to help uncover actual perceptions of inequality, how people perceive inequality instead of how they don’t. Multidimensional scaling, a statistical tool for visualizing dissimilarity data as a low-dimensional map, is used on results of a simple grouping task with a given distribution set. The outcome is a perception map that presents respondents’ answers spatially, which enables additional insight into respondents’ thinking. The map created by the respondents’ replies, presented in this paper, indicates that their decisions are driven by two factors: what the biggest gap in incomes of a given distribution is and whether some groups have equal incomes. The result additionally validates multidimensional scaling as a tool for measuring income inequality perception and opens new ways of improving inequality perception questionnaires.

In “There's a scholar born every minute”, the author aims to explain the background to Brown and Hackley's co‐authored paper, “The greatest showman on earth”, and respond to the comments of Richardson and Tadajewski.

The major concerns of the authors' critics are addressed, after a fashion. The author also attempts to account for their unorthodox approach to historical writing.

The authors are innocent of every charge levelled by Richardson and Tadajewski. Except one, which the author hides in a footnote hoping no one will read it.

The rejoinder is all style, no substance. So there!

Undertakes a pilot study, the results of which are reported here, into the degree to which marketing techniques are being applied in the local authority sports/leisure centre situations in the UK. Details the use of a questionnaire which focused attention on both marketing tools and major aspects of marketing philosophy. Finds evidence of marketing thinking having penetrated various organisational areas. Concludes that the study may have been of a pilot nature but there is evidence so far at least of marketing thinking being applied under one or more of the topic areas included in the questionnaire.

Through this column I will be exploring the field of environmental information and its provision in this country. I will do this by tackling the subject from the user's point of view: each month I will pick a different user (or potential user) group, and discuss resources, services and organisations which can be of use to this group. Just to avoid any charge of repetitiveness, I will occasionally diverge from this pattern to discuss other issues.

Focuses on the environmental movement and its approach to provision of information. Comments on guides to environmental organisations and the movement generally. Concludes that the environmental movement cannot be considered in isolation but must be studied alongside the issues and politics out of which it has arisen.

WHEN the open access method of lending books was first introduced on safe‐guarded lines at Clerkenwell, over twelve years ago, a considerable amount of dolorous prophecy was set free, which sometimes formed rather depressing reading for those responsible for the experiment. As time went on, it became clear that many of the prophets based their vaticinations on imperfect knowledge of the actual arrangements in use, and it was then only a simple matter of allowing complete play to one's sense of humour, while the comedy of errors proceeded. One imaginative prophet pictured the time when painstaking librarians would be supplanted by a uniformed janitor, who would assume the functions of librarian, by the easy process of supervising the filtration of readers through a turnstile, like sheep through a hurdle. Another equally resourceful Quidnunc saw in his mind's eye, all the riff‐raff of London, filing through the little Clerkenwell wicket, like a Cup‐tie crowd at the Crystal Palace, without introduction, guarantee, or slightest degree of responsibility. Probably it was only a humorist, and not a prophet, who forsaw the introduction of weighing machines at both entrance and exit wickets, as a means of preventing wholesale thefts. These, and many other absurd misconceptions of the actual mechanical arrangements employed to overcome various anticipated difficulties, formed a considerable proportion of the prophetic utterances which advertised the open access system in its early days.