Psst. Hear about that International Spy Museum that opened in Washington, D.C., on July 19th? Probably. With massive multi-platform media coverage across the nation and internationally, it was one of the most successful promotions of a cultural institution in recent memory (see "Counting the Hits"). The museum has been counting 3,000 visitors a day and 100,000 within its first month, on pace to handily beat initial projections of 500,000 visitors in the first year.