Word: haling
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...Staff writer J. Hale Russell can be reached at jrussell@fas.harvard.edu...
Whether they do depends less on readers than on advertisers, who for decades have made a cult of youth. "The thinking is that people over 50 are loyal to certain brands, so it's a waste of money trying to advertise to them," says Paul Hale, whose investment-banking firm Veronis Suhler advises media companies. Two earlier efforts to win More's audience, Lear's and Mirabella, collapsed, partly because of lack of advertiser enthusiasm...
Rather than starting new magazines, investment banker Hale predicts, most publishers will rework existing titles. TIME has introduced this Generations section for its mature readers. The January issue of Esquire offered interviews with such sages as John Kenneth Galbraith, 93, and Chuck Berry, 75. But not everything will change. Many magazines find it hard to "move off the DNA" that sets their fundamental tone, says Hale. That's why you may never see tips on hearing-aid fashion in Vogue...
...Staff writer J. Hale Russell can be reached at jrussell@fas.harvard.edu...
...didn't show up at K Mart's stores. At the same time, K Mart cut prices on 38,000 items. Consumers didn't catch on fast enough, but Wal-Mart sure did, and it fired back with a vengeance. "Look at what this CEO has done!" says analyst Hale. "He's tried to go up against Wal-Mart by lowering prices, and it just didn't work because you can never just fight Wal-Mart on price." Why not? Wal-Mart is better at squeezing suppliers for better terms, and it has a lower overhead. Result: in the third...