Word: costlier
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...most effective lever on leadership will be its force de frappe, which he will brandish as proof of France's rightful place beside the U.S. and Britain in directing Western policy. Its private deterrent is an expensive luxury for France-$300 million a year-and will become costlier still. For its money, France next year will have an operational force of 50 short-range Mirage IV bombers, each carrying two relatively low-yield atom bombs. Snickering military experts point out that this will be equal to only one U.S. bomber wing. For Gallic egos, this does not matter. More...
Profits into Write-Offs. Depreciation charges have risen for a number of reasons. They were relatively low in 1948 because businessmen then were "writing-off" depreciation expenses on machinery that they had bought at relatively low prewar prices; lately businessmen have been depreciating much costlier postwar equipment. In addition, the laws have been greatly liberalized since 1948 to allow businessmen to take bigger write-offs over briefer periods, and thus charge off against "depreciation" a lot of income that otherwise would have been counted as straight, taxable profit...
...chairmanship to John Henry Davis, 55. Five years ago, as Rank's deputy in running Britain's biggest film studios and theater chain (507 houses), Davis, a onetime accountant, decided that increased pay and leisure would lure working-class Britons away from the movies to other and costlier forms of entertainment. Accordingly, the Rank Organisation closed or sold 148 theaters and put the proceeds into dance halls, bowling centers, highway restaurants and a new electronics division. While other British moviemakers languish, Rank's profits last year were nearly 300% above 1958. Of the company...
...reaching implications for all of U.S. society. It is destined to become even more omnipresent: in dollar volume, advertising in the U.S. has doubled since 1950, is expected to double again in the decade to come. And as it grows bigger and more complicated, it is also becoming costlier. The average U.S. business now spends $1 on advertising for every $70 in sales, v. $1 for every...
When he reads reports of such television advances as ultra high frequency and improved color telecasts, the average U.S. householder is less likely to glow with enthusiasm than he is to blanch at the prospect of buying a costlier new set. Not so in Britain, where more and more fans now rent their TV sets. Of the 12 million television sets operating in Britain, half are rented. Of new sets installed, 80% are now rented, compared with 10% a dozen years...