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NEW YORK (AP) It isn't what you say that counts, but who you say it about.

That's a lesson from the firestorm set off last week by Rush Limbaugh when he called a Georgetown University student a "slut" and "prostitute."

But maybe, even in the untamed world of talk-show blather, "slut" already held sway as the new s-word, an epithet that crosses the line whomever it targets and is best avoided altogether by gabmeisters.

That's what left-leaning talk-show host Ed Schultz learned painfully way back last spring. On his MSNBC show he referred to conservative commentator Laura Ingraham as a "right-wing slut." Amid the outcry triggered among Ingraham fans, he apologized, announcing that he and MSNBC had mutually agreed to his suspension for several days.

But Schultz's indiscretion was fleeting compared with Limbaugh's repeated attacks on Sandra Fluke.

The 30-year-old law student had been invited to testify to a House committee about her school's health care plan, which does not include contraception. After Republican lawmakers barred her testimony, Democrats welcomed her to speak to them at an unofficial session.

On his radio show, Limbaugh slammed Fluke as a "slut" who wanted the government to subsidize her sex life: "She wants you and me and the taxpayers to pay her to have sex," he said.

Then, the next day, he added this demand: "If we are going to pay for your contraceptives, thus pay for you to have sex ... we want you to post the videos online, so we can all watch."

For some reason, these assaults agitated many women and men.

Meanwhile, advertisers by the dozens and even a few stations began dropping Limbaugh's show.

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Rush wreaks the s-word, but why are people so mad?

Not that long ago, an Eddie Murphy was a box-office slam-dunk.

And then came "Meet Dave."

And "Imagine That."

DreamWorks' "A Thousand Words," which stars Murphy as a fast-talking book agent, is finally being released nearly four years after it was filmed. Paramount, which releases DreamWorks movies made at the studio before Steven Spielberg and Stacey Snider's company moved to Disney, isn't expecting "A Thousand Words" to break any records.

Paramount initially hoped that "A Thousand Words" would benefit from Murphy's work in the ensemble caper comedy "A Tower Heist" and his hosting this year's Oscars. But "Tower Heist" fizzled fast, and Murphy quit as the Oscar MC when Brett Ratner (who directed "Tower Heist") was forced to resign as the Academy Awards' producer.

This week's Word of Mouth column looks at the film's troubled history, with this video preview:

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'A Thousand Words': Can Eddie Murphy regain his voice?

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Word of Mouth: Eddie Murphy's not laughing on way to bank

Alex Attwood has laid down the law to Northern Irelands pubs and clubs warning them that cheap drinks promotions must end.

The Environment Minister has also said he will consider forcing nightclubs to close earlier as he wages war on Ulsters escalating binge drinking culture.

After meeting with representatives of the Northern Ireland pubs trade, Mr Attwood called for a ban on irresponsible drinks promotions, such as two-for-one offers and all you can drink for 10 deals.

He said that the damage caused to the licensing industry by the actions of some meant it was now time to get the house in order.

When I was DSD Minister I put into legislation a new power in respect of a ban on irresponsible drinks promotions in clubs, Mr Attwood told the Belfast Telegraph last night.

My successor is bringing forward regulations as to what irresponsible drinks promotions will be banned and will not be permitted under law.

But it is widely accepted that two-for-one and drink all that you can for 10 offers could be deemed to be irresponsible promotions, similarly deals like girlfriends drink free. Its generally accepted thats the character of drinks promotions that would be deemed to be irresponsible.

Drinks deals at knock-down prices have been under intense scrutiny following the death of 20-year-old Joby Murphy in January.

The young north Belfast man had been drinking vodka priced at 1 a shot at a nightclub before he fell into the River Lagan and drowned.

After The Pubs of Ulster yesterday launched a code of conduct for its members, Mr Attwood vowed to make it tougher for pubs and clubs to get and retain licences.

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Northern Ireland minister Attwood goes to war on cheap booze promos

Fly from Southend to go on the piste

3:00pm Thursday 8th March 2012 in News By Stephen Hackwell

PASSENGERS can look forward to going on skiing holidays from Southend Airport from next winter, easyJet bosses have promised.

The budget airline plans to run flights to several ski resorts across Europe, with tickets possibly going on sale this summer.

Catherine Lynn, the airlines director of customer and revenue, said: Well be looking to launch our winter schedule in May or June.

Well mix up the flights we offer, with some routes to ski resorts and that kind of thing. Sales have been going well and were very excited about the future at Southend.

The airline will operate routes to nine overseas destinations, once it starts flying from Southend on April 2.

The airline was the first major brand to team up with the expanding airport when it announced a ten-year deal last June.

The Echo revealed yesterday that it will be joined by Irish airline Aer Lingus Regional, which will run three flights a day to Dublin, from May 10.

Passengers will also have the option to buy package deals for connecting Aer Lingus flights to New York, Chicago, Orlando and Boston.

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Fly from Southend to go on the piste

British actress Sadie Frost and singer Boy George are calling on amateur photographers to snap blood-themed pictures to support a hepatitis charity.

The winner of the contest will have their work exhibited in London's West Bank Gallery and auctioned off at a star-studded gala hosted by DJ Pete Tong in Ibiza, Spain in May (12).

Proceeds from the sale will be handed over to The Hepatitis C Trust, a non-profit U.K. charity offering support for patients with the disease.

Frost says, "Everyone has the opportunity to take great photos with the technology around today. Blood is an interesting theme, as it will make people think about what an unknown quantity blood can be, and help raise vital awareness of hepatitis C. We look forward to receiving some exciting entries!"

British rocker Pete Doherty is all too familiar with blood art - he recently unveiled a collection of paintings created with his own body fluid at London's Cob Gallery.

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Sadie Frost - Sadie Frost And Boy George Launch Blood Contest