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In this episode of The Atlas Obscura Podcast, we visit the South Dakota badlands, where a small pharmacy employed an ingenious marketing gimmick, and boomed into a business that draws millions of visitors every year. It’s a story that involves giant dinosaurs, a mythic jackrabbit, and lots and lots of donuts.

Our podcast is an audio guide to the world’s wondrous, awe-inspiring, strange places. In under 15 minutes, we’ll take you to an incredible site, and along the way you’ll meet some fascinating people and hear their stories. Join us daily, Monday through Thursday, to explore a new wonder with cofounder Dylan Thuras and a neighborhood of Atlas Obscura reporters.

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