Editing Big Apple (section)

== Popularity ==
By the late 1920s, New York writers other than Fitz Gerald were starting to use "Big Apple", and were using it in contexts other than horse racing.<ref>{{cite web| url = http://www.barrypopik.com/index.php/new_york_city/entry/1920s_non_horseracing_big_apple_citations/| title = "1920s Non-Horseracing 'Big Apple' Citations"}}</ref> "The Big Apple" was a popular song<ref>{{cite web| url = http://www.barrypopik.com/index.php/new_york_city/entry/big_apple_song_by_bob_emmerich/| title = "'Big Apple""song by Bob Emmerich"}}</ref> and [[Big Apple (dance)|dance]]<ref>{{cite web| url = http://www.barrypopik.com/index.php/new_york_city/entry/big_apple_in_the_1930s_two_clubs_plus_song_and_dance/| title = "'Big Apple' in the 1930s (Two clubs, plus song and dance)"}}</ref><ref>The dance was mentioned by name by [[Mickey Rooney]] in the 1938 movie ''[[Love Finds Andy Hardy]]''.</ref> in the 1930s.  Jazz musicians in the 1930s also contributed to the use of the phrase to refer to New York City,<ref>Zimmer, Ben (January 2, 2020) [https://www.wsj.com/articles/the-big-apple-new-yorks-nickname-via-new-orleans-and-the-red-delicious-11577991162 "'The Big Apple': New York’s Nickname, via New Orleans and the 'Red Delicious'"] ''[[The Wall Street Journal]]''</ref> specifically to the city and [[Harlem]] as the jazz capital of the world.<ref name=enc-nyc>Cohen, Gerald Leonard "Big Apple" in {{cite enc-nyc2|page=125}}</ref> Beside the song and the dance, two nightclubs in the city used "Big Apple" in their names.<ref name=gothamist />

[[Walter Winchell]] and other writers continued to use the term in the 1940s and early 1950s,<ref>{{cite web| url = http://www.barrypopik.com/index.php/new_york_city/entry/big_apple_in_the_1940s_1950s/| title = "'Big Apple' in the 1940s-1950s"}}</ref> but by the late 1950s, if it was known at all,<ref name=enc-nyc /> it had come to be considered an outdated nickname for New York.<ref>[[Kurt Vonnegut|Vonnegut, Kurt]] (1969) ''Slaughterhouse-Five'' New York: Dell Publishing. p.207. Quote: "New York." / "The Big Apple." / "Hm?" / "That's what they used to call New York." / "Oh."</ref>

In the early 1970s, however, during [[New York City fiscal crisis|the city's fiscal crisis]], "People were looking around desperately and some of them seized that old phrase the Big Apple to remind people of when New York had been a strong and powerful city and might become that again," according to the official Manhattan Borough Historian, Dr. Robert Snyder.  It was then that the New York Convention and Visitors Bureau &ndash; now [[NYC & Company|"NYC Tourism + Conventions"]], New York City's official marketing and tourism organization &ndash; with the help of the [[Ogilvy & Mather]] advertising firm,<ref name=gothamist /> began to promote the city's "Big Apple" nickname to tourists,<ref>[http://www.nycvisit.com/content/index.cfm?pagePkey=20 About NYC and Company] {{Webarchive|url=https://web.archive.org/web/20071012224809/http://www.nycvisit.com/content/index.cfm?pagePkey=20 |date=October 12, 2007 }}.</ref> under the leadership of its president, Charles Gillett.<ref>{{cite web| url = http://www.barrypopik.com/index.php/new_york_city/entry/big_apple_1970s_revival_charlie_gillett_and_lew_rudin/| title = "Big Apple 1970s Revival: Charlie Gillett and Lew Rudin"}}</ref><ref name=enc-nyc /> The campaign was a success,<ref name=gothamist /> and the nickname has remained popular since then.<ref name=voa>{{cite news|author=Staff|url=http://www1.voanews.com/a-23-2009-12-24-voa2-84659432.html|title=Words and Their Stories: Nicknames for New York City|date=February 23, 2010|work=[[Voice of America]]|access-date=March 2, 2010|archive-url=https://web.archive.org/web/20100413182642/http://www1.voanews.com/a-23-2009-12-24-voa2-84659432.html|archive-date=April 13, 2010|url-status=dead|df=mdy-all}}</ref>

[[File:Citi Field Home Run Apple 2012.jpg|right|thumb|250px|The [[New York Mets]] [[Home Run Apple]] located in [[Citi Field]]]]

Today, the name is used exclusively to refer to New York City, and is used with regularity by journalists and news headline writers across the English-speaking world.<ref>{{cite web|author=McGeough, Paul|url=http://www.smh.com.au/federal-politics/political-news/malcolm-turnbulls-big-day-out-in-the-big-apple-ahead-of-donald-trump-meeting-20170504-gvyxkq.html|title=Malcolm Turnbull's big day out in the Big Apple ahead of Donald Trump meeting|date=May 5, 2017|publisher=The Sydney Morning Herald}}</ref><ref>{{cite news|author=Trejos, Nancy|url=https://www.usatoday.com/story/travel/destinations/2017/04/28/big-apple-picnics-enjoy-new-york-like-local/100754504/|title=Big Apple picnics: Enjoy New York like a local|date=April 28, 2017|newspaper=[[USA Today]]}}</ref><ref>{{cite news|author=McDowell, Rhiannon|url=http://www.manchestereveningnews.co.uk/trips-and-breaks/new-york-simon-shopping-destinations-12966693|title=Taking a bite out of the Big Apple|date=May 1, 2017|newspaper=[[Manchester Evening News]]}}</ref><ref>{{cite news|author=Zen, Summer|url=http://www.scmp.com/business/companies/article/1998136/big-apple-benefits-falling-overseas-interest-london-commercial|title=Big Apple benefits from falling overseas interest in London commercial real estate|date=August 4, 2016|newspaper=[[South China Morning Post]]}}</ref>