Word: localize
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Dates: during 1950-1959
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...still growing: fortnight ago it launched its Oregon edition, i.e., local program listings and news inside a national news-and-feature jacket; editions are being readied for Oklahoma, Georgia, Louisiana. For its Oct. 1 issue, TV Guide will guarantee 39 separate editions, mail and newsstand circulation of 3,000,000 weekly...
...Little A.P. For TV Guide, the problem is not circulation, but how to print a national magazine with local news in 36 different areas. But President Walter Annenberg, 47, whose Triangle Publications, Inc. also publishes the Philadelphia Inquirer, Daily Racing Form, the New York Morning Telegraph, Seventeen, Official Detective Stories (TIME, July 20, 1953), is no stranger to regional publishing. At one time he turned out eight regional editions of the Daily Racing Form; until the Wartime paper shortage killed it, he printed four regional editions of Radio Guide. In 1953 he decided he could turn out a national-local...
...studios for news, talk to directors and casts to find out what dramas are about, carefully write plot summaries to tell enough, but not too much, of the story. Program listings of coast-to-coast shows go out over TV Guide's own leased wires, and often local stations call up the regional offices to find out what the networks will be sending. Says Quirk: "We're kind of a little A.P., just for television...
Trouble Insurance. Some big corporations have found that one of the best kinds of insurance against trouble is to hire even more native personnel than local law and feeling demand. National Cash Register Co., which has always had a policy of hiring native employees, has only six foreign officials in Tokyo, all British; the other 739 employees are Japanese. As a result, the Japanese government has been much more friendly to N.C.R. than to any other foreign company...
...some companies, hiring native employees presents no problems. A welltrained native salesman or executive can usually handle local customers more adroitly than a foreigner; and since native employees do not require living allowances or long home leaves, they cost less. Says one businessman: "A man earning $6,000 yearly in the U.S. becomes a $15,000-a-year man overseas...