I was doing a crossword from the NY Times (from Tuesday, October 25, 2022 By Ashleigh Silveira, Nick Shephard / Will Shortz) and I got the following clue.

29 DOWN - Loss leader?

The answer is "ELL". However, I do not understand why and how "ELL" fits the clue.

Why is the answer "ELL" and how does the clue fit?


1 Answer 1


The leader (first letter) of "Loss" is L ("ELL").

  • $\begingroup$ A "loss leader" is a marketing term that refers to selling an item at a negative profit (loss) to bring in (lead) customers to the store in the hopes that they will buy other (positive profit) items, too. $\endgroup$
    – RobPratt
    Commented Jan 15, 2023 at 21:50

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