From publisher blurb:
In addition to serving well as flavor and background to your campaign, you may also find that rumors are suitable sparks for side quests. When used in such a manner, the rumor becomes much more than atmosphere that gives your adventure the illusion of existing in a much deeper world. As with any creative seed, the dozen rumors described on the following pages may be expanded as you see fit.
Once you take a rumor and turn it into more than background chatter that the player characters overhear and ignore, you’ve positioned yourself as a creator of adventures. Congratulations, gamemaster, for stepping beyond the role of referee and for entering the role of storyteller.