Word: fluff
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Dates: during 1980-1989
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...Murdoch revamp, stories are shorter, pictures more plentiful and the fluff content higher, with a proliferation of one-page features on such hot topics as "Geraldo's Compromising Tattoo." The magazine has added a horoscope page and a rundown of the week's soap-opera plots -- two low-rent staples of daily newspapers. Its late-breaking news pages, once a source of knowing industry tidbits, have become splashier and more trivial ("Rating the Oscar Parties: The Best and the Worst"). Cover stories, meanwhile, have kept both eyes on the newsstand: a January story about rock music on TV, for example...
Last fall the tabloid specialist bought America's leading TV magazine. Now horoscopes and celebrity fluff are tarting up a longtime industry watchdog...
...development was touted as the breakthrough of the decade in the baby-care industry: superabsorbency in a thinner diaper. Procter & Gamble successfully test-marketed a diaper containing wood-pulp fluff and gel materials in 1984 and soon afterward brought Ultra Pampers on the market. Before long, Kimberly- Clark introduced a competing product, Huggies Supertrim. Last week both types of diapers were on display in a federal court in Charleston, S.C., where K-C is being sued for allegedly violating P&G's patent on its superabsorbency design...
IMPORTANT as the ROTC predicament is, though, it looks like so much fluff when you hear about the proposed Citizenship and National Service Act, introduced in Congress by Sen. Sam Nunn (D-Ga.) and Rep. Dave McCurdy (D-Ok.) in January...
...unpaid and with no days off -- has its pitfalls. The person a pillow away from the presidency is held up to an undefined ideal; she bears all America's conflicting notions about women as wives, mothers, lovers, colleagues and friends. A First Lady should be charming but not all fluff, gracious but not a doormat, substantive but not a co-President. She must defend her husband and smile bravely when he says stupid things. She must look great, even fashionable, when a shower and clean clothes would suffice for anyone else; possess perfect children though such critters do not exist...