Crossword Genius

Novelty feature (7)

Ross

I believe the answer is:

gimmick

(Other definitions for gimmick that I've seen before include "Device to attract attention and publicity" , "Clever device or stratagem" , "Clever gadget; publicity stunt" , "Clever device attracting attention" , "Trick or device to attract publicity" .)

I've seen this clue in The Times.
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