Word: liquidation
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WHEN THE PEOPLE'S HISTORY of late twentieth-century America is written--when archaeologists puzzle over decayed bottles of liquid protein, battered fragments of C.B. radios and faded copies of Jonathan Livingston Seagull; when scholars struggle to tell the difference between Donald Segretti and Jeb Stuart Magruder or between Dan Rather and Steve Garvey; when some future generation finally understands what Billy Beer meant to us--only then will People magazine take its rightful place as the true American chronicle. For better or worse, People is us (not to be confused with Us), the weekly national synthesis of our culture...
...Mansions," a social-climbing wife pouts and wheedles her husband: "Dickie, I've simply got to have it... A nice house gives a man self-respect and confidence." A house of one's own is refuge, a tangible, physical thing that implies stability in a democracy all liquid and stormily insecure. American history has sometimes been a wild ride: a house traditionally served as the private fortress in which to recover, in which to repel night prowlers and dangerous social change...
Leading the assault on the bar is Soft-soap, which is made by Minnetonka, Inc., a Minnesota toiletries manufacturer. Soft-soap sells for about $1.50 for a 10½-oz. bottle that is the equivalent of five bars of soap. Minnetonka currently has about half of the liquid soap market, with Jergens and Yardley its main competitors. The Minnesota company has invested $6 million to advertise its hand cleaner as "soap without the soapy mess." Says Vice President and General Manager Wallace Marx, formerly director of new products at Pillsbury: "People are tired of messy soap bars that just melt...
Giants Procter & Gamble and Armour-Dial at first ignored the competition from liquid soaps, but now they are rushing to put out their own brands. Procter & Gamble is test-marketing Rejoice in Austin and Houston, while Armour-Dial is trying out Liqua 4 in Orlando, Fla. The word bubbling within the soap industry is that Procter & Gamble will promote Rejoice with a hefty advertising budget of $30 million, one of its biggest new-product launchings ever, if the Austin-Houston test-marketing is successful...
...soap companies, though, believe that liquid soap will completely replace the bar. The reason: liquid soap is inconvenient to use in a shower or bath. Said a top soap executive: "We don't think it will go much further. Its use is too limited." Armour-Dial, though, is advertising its bar-shaped squeeze bottle of liquid soap as equally suitable for both shower and sink...