Word: adding
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About half the adult population wears bras. The other half strategizes about them. Building a better-fitting one is not just good for female self-esteem, it's good for business. And you are the guy to do it. Can't you see the ad campaigns? "The Buffett Bustier: because one size does not fit all." Or "Get yourself into a neBRAska. We've got room for everyone...
...doing much better than the magazine business overall," says Edward Atorino, a managing director at Benchmark, a brokerage firm in New York City. "Everybody thinks the Internet is the only place where things are happening, but the women's magazine field is not getting the attention that it deserves." Ad revenues in Black's division, a unit of Hearst Corp., have tripled since she took over, soaring to $2.5 billion in 2006, from $841 million in 1996. The magazines are being powered by the rising incomes and aspirations of women, the prime consumers of lifestyle, fashion and celebrity titles...
...hardest jobs in publishing--advertising manager at the newly launched Ms. magazine--in 1972. "It was a hellishly hard sell for its advertising team," she writes. The magazine's outspoken feminist message and its famous co-founder, Gloria Steinem, were too much for some ad buyers. "Gloria was a lightning rod anywhere she went," Black writes. When Steinem went with her on sales calls, "people were leaning out of their offices to see what these freaks and weirdos looked like...
...prove that there was still life left in the old magazine industry. "It's time to blow the dust off the curtains at Hearst!" she announced at a management conference. And she did. Black launched O: The Oprah Magazine in 2000, which has generated $1.3 billion in ad revenue since then and all but invented a new category, the celebrity-driven lifestyle and self-help magazine...
...sign of desperation and b) a leading indicator of failure, especially if it became the defining characteristic of a candidacy. Four years ago, John Kerry wisely decided not to go negative on Howard Dean and won the nomination when Dean and Dick Gephardt slaughtered each other in a negative-ad shoot-out. Now that Edwards has taken the lead against Clinton, Obama might profit by staying aloof and presidential...