Only Yesterday.

p. 353, re Byrd: Yet the noble art of ballyhoo, which had flourished so successfully in the nineteen-twenties, had lost something of its vigor. Admiral Byrd’s flight to the South Pole made him a hero second only to Lindbergh in the eyes of the country at large, but in the larger centers of population there was manifest a slight tendency to yawn: his exploit had been over-publicized, and heroism, however gallant, lost something of its spontaneous charm when it was subjected to scientific management and syndicated in daily dispatches. [See also chapter 8, “The Ballyhoo Years,” p. 186ff.]