 In the late 1970s, seeking to promote Harry's Bar & American Grill in Century City, California, bar owners Jerry Magnin and Larry Mindel consulted advertising executive Paul Keye, who suggested the contest to capitalize on Hemingway's literary references to "Harry's".The contest announcement in "The New Yorker" magazine stated, "One very good page of very bad Hemingway will send you and a friend to Italy for dinner.