Word: do-it-yourself
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...beyond the daydreaming stage, Goldschmidt made his daydream come true. His invention: a home power tool that could be used as a lathe, vertical and horizontal drill, sander, saw-and do almost anything else needed for woodworking. Last week Goldschmidt's streamlined new model of the "Shop-smith," the do-it-yourself boom's most versatile power tool, went on display at a do-it-yourself exhibition in Manhattan...
...do-it-yourself life in suburbia has also opened up a vast new market. Power-lawnmower sales, for example, shot from 42,000 (worth $5,000,000) in 1940 to 1,275,000 (worth $144.5 million) last year. Home-freezer sales zoomed from 210,000 (worth $80 million) to 1,200,000 (worth $480 million) in just seven years. Papa, puttering around in the basement, spent $150 million on power tools in 1953, and a grand total of nearly $3 billion for all his home carpentry work. Many big department stores are already taking advantage of suburbia's cash...
...family, 85% more third children, 60% more fourth children and 15% more fifth children . . . We have 65% more children under five years of age and 50% more between five and nine . . ." The combination of bigger families and suburban living, reminded Choyce, has opened up a whole new retail field-the "do-it-yourself" market. "The mother of this large family in suburbia wants her family to dress well. Maybe the upswing in sewing-machine and washing-machine sales indicates that she is doing more of her own work than was the case a while back. She wants harmony...
Post Cereals division of General Foods Corp. upgraded its premium appeal; it enclosed patterns for early American "antiques." Designed to capitalize on the do-it-yourself trend, the patterns include: a Williamsburg shelf, Pilgrim footstool, courting mirror, tulip knife box. Pennsylvania wall box and a cradle...
Handy Man's Metal. For home craftsmen, Reynolds Metals Co. has brought out a soft aluminum alloy that can be cut with scissors, trimmed with a penknife, or shaped with ordinary woodworking tools without harming them. With Do-It-Yourself Aluminum, available in 36 items -rods, sheets, bars, angles and tubing-any handy amateur can make furniture, metal awnings, tool boxes or storm windows and screens. Cost of materials for an average-size, null storm window: about...