Word: age
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Dates: during 1970-1979
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...third more for appliances. John Widdicomb Co., a top-of-the-line furniture manufacturer, has increased its advertising to attract these people, while Chicago's John M. Smyth Co. retail furniture chain has expanded its interior decorating services to appeal to the more sophisticated customer entering early middle age...
Ford Motor Co. managers estimate that the 35 to 44 age group, with its interest in outdoor leisure pursuits, buys 25% of all vans and pickups. These consumers want fuel-efficient cars-but also fancy extras like air conditioning and stereo. Says Louis W. Stern, marketing professor at Northwestern University: "That age group wants the outward visible things that say, 'I have made it and I want to live comfortably...
Companies are bringing out new products or repositioning existing ones specifically for these older consumers. Says Roy Johns Jr., a vice president at Levi Straus & Co.: "As the baby-boom kids continue up the age ladder, either we will go with them or somebody else will." Thus Levi's has already sold some 15 million pairs of new, wider jeans "cut to fit a man's build with a little more room in the seat and thigh," as the ads say. The jeans have spawned a whole rack of clothes for the aging male body, ravaged by roast...
...precisely this advance to more sophistication and affluence, as well as sheer numbers, that will make the 35 to 44 age group such a potent force in the economy of the 1980s. People with products to sell are getting the message: Age-at least early middle age-is more attractive than youth...
...least as measured by its range, today TV is certainly of age. It captivates an audience that runs to a nightly third of all the men, women and children in America. Images flow out over the population to be absorbed, statisticians insist, at the appalling average rate of 29 hours per week per citizen. The cash flows in. A minute of network prime-time advertising can sell for up to $140,000, or enough to pay the salary of seven or eight high school English teachers for a whole year...