Today is the 50th anniversary of the release of the Edsel. They first went on sale on September 4, 1957 and they were, of course, a huge flop.

The following anecdote seems unreal.

After months of sluggish sales, the crack PR team gathered to brainstorm ideas for selling Edsels. They were battered and weary and devoid of ideas until an adman named Walter “Tommy” Thomas blurted out a suggestion.

“Let’s give away a [bleeping] pony,” he said.

Much to Thomas’s amazement, his idea was not only accepted, it was expanded. The geniuses at Edsel decided to advertise a promotion in which every Edsel dealer would give away a pony. It worked like this: If you agreed to test-drive an Edsel, your name would be entered into a lottery at the dealership, with the winner getting a pony.

Ford bought 1,000 ponies and shipped them to Edsel dealers, who displayed them outside their showrooms. Many parents, egged on by their pony-loving children, traipsed in to take a test drive. Unfortunately, many of the lucky winners declined the ponies, opting instead for the alternative — $200 in cash — and soon dealers were shipping the beasts back to Detroit.

Now the Edsel folks were not only stuck with a lot of cars they couldn’t sell, they were also stuck with a lot of ponies they couldn’t give away. The cars were easy enough to store, but the ponies required food. And after they ate the food, they digested the food. And then . . . another fine mess for Edsel.

I’m very curious about this new novel about a gay teenage superhero, whose author is profiled in the Times today.

Jim McGreevey writes about Larry Craig in today’s Washington Post. Despite McGreevey’s flaws, this is a beautifully written piece. He writes, about the shame he felt as a gay young man:

How do you live with this shame? How do you accommodate your own disappointments, your own revulsion with whom you have become? You do it by splitting in two. You rescue part of yourself, the half that stands for tradition, values and America, the part that looks like the family you came from, and you walk away from the other half the way you would abandon something spoiled, something disgusting. This is a false amputation, because the other half doesn’t stop existing.

He even touches on his own real misconduct, the hiring of Golan Cipel onto his staff.