When the Wall Street Crash struck, Variety came up with a publicity wheeze and ran free classified ads for show people. At one point there were over 25,000 actors idle, all placing ads in the trade paper. One of the biggest PR clangers came from the usually savvy Hearst, who started a breadline on Broadway. Unfortunately this telegraphed a depressing spectacle to punters and seriously cut into dwindling business. The breadline was kept open but it transferred to off Broadway, alas the damage had been done.