The Press: It's Only Money

During the summer doldrums, newspapers give away free dishes, free trips to Miami, free encyclopedias, free almost anything—just to keep circulation going. This summer, Hearst's tabloid New York Mirror is simply giving away money. By last week, after one month of its "Lucky Bucks Treasure Hunt," the Mirror had tossed out some $10,000.

The rules of the treasure hunt are simple. Each day the Mirror prints the serial numbers of 14 to 19 "Lucky Bucks": dollar bills put into circulation via gas stations, food counters, newsstands, department stores, taxicabs, etc. Anyone who spots a Lucky Buck can claim his treasure —ranging from $25 for an ordinary Lucky Buck to $1,000 for the "giant" variety.

To keep the contest from being an illegal lottery, the Mirror was careful to specify: "It is not necessary to buy copies of the Mirror to win an award. You may inspect a copy of the paper free . . ." But all over the Mirror circulation area, and as far away as Miami, Fla. (where a treasure hunter spotted a Lucky Buck originally spent in a White Plains store), people were buying the tabloid to compare its numbers with their dollars. Lucky Bucks not redeemed in seven days lost their magic; after that, they were worth 100 cents.

Winners ranged from filling station attendants to doormen, from airplane riveters to landladies. Most of the "Lucky Buckaroos" came in happily to have their pictures taken, bills streaming from their ears or swirling around their heads. Mirror Publisher Charles McCabe was just as happy; July circulation was above normal.