Word: colored
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Dates: during 2000-2009
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Commodore officials insist that the Amiga is a technological marvel, rivaling in quality professional graphics systems (see COMPUTERS). The machine has a color palette of 4,096 hues, animation abilities that make soccer balls bounce, and a keyboard that sounds like a banjo one minute and an electric guitar the next. Computer buffs are impressed, but the general public seems skeptical about all home machines. WINE Guaranteed Not to Freeze...
Sitting behind a gleaming, curved desk in his New York City office, Allen Neuharth picks up the day's issue of USA Today, the terse, rainbow-colored newspaper that he created and nurtures. "We stole most of this from somebody else," says Neuharth, chairman of the Gannett Co., parent firm of USA Today. "Most of the content ideas, the packaging, color and graphics are the result of what television and the newsmagazines have been doing for a long time." Leaning back in his chair, Neuharth, 61, turns to the paper's full-page weather map. "This is a direct, absolute...
...factoids, combined with the paper's abundant charts and polls, offer enough addictive minutiae each day to fuel a game of Trivial Pursuit. What is the original name of Falcon Crest? (The Vintage Years); what is America's favorite kind of cheesecake topping? (cherry); which color houses sell best? (yellow...
...young, upscale readers that Madison Avenue covets. Nonetheless, USA Today faces stiff competition from magazines and television for national advertising dollars. Unlike some magazines, USA Today does not offer regional advertising editions targeted for specific audiences. Although advertiser resistance has not been fully overcome, it is easing. "The color and setup of USA Today fairly well guarantees that if someone goes through the newspaper, he is going to see your ad," says Richard Kostyra, media director at J. Walter Thompson, a New York ad agency...
Nonetheless, newspaper-industry experts remain cautious about USA Today's long-term strength. If circulation does not rise substantially over the next two years, the paper will not be able to charge the higher advertising rates that are needed to break into the black. (A full-page, four-color ad now costs $31,000, compared with $75,000 for a black-and-white page in the Wall Street Journal.) "The challenge facing USA Today is to get the circulation to 2 million or above," says John Morton, a newspaper analyst at Lynch, Jones & Ryan, a securities firm in Washington. "Gannett...