Word: lows
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Dates: during 1950-1959
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From bitter experience, all broadcasters know that a routine political speech by a routine politician has a low-low rating in listenership. What is worse, the wind from a campaigning politico is often strong enough to blow his audience right over to a more entertaining station for the rest of the evening. Since political time is bought on a local, one-time basis, the stations get top dollar for each broadcast, but are still increasingly reluctant to sell time to such gnashing bores...
Boniface Maksik operated on the theory of low minimum and high capacity (2,000 a show) to get him off the nut. He shelled out as high as $40,000 a week for boffo biz getters like Jerry Lewis, Johnnie Ray, Harry Belafonte, but not all of his headliners paid their way. This season only Lewis and Belafonte were black...
After bobbing around in the low $20 millions all winter, new domestic orders for metal-cutting and shaping tools briefly hit $29.8 million in March (caused by bunching up three large orders that normally would have been spread over a quarter), dropped to $20.8 million again in April, in May jumped to $23.7 million. To economists, who scan toolmakers' order books for a tip-off to future spending plans of a wide range of manufacturers, even such slight changes are encouraging...
Despite all talk about price as the great determinant, low cost is the major factor for barely 16% of all shoppers; studies also show that another 16% shop only for heavily advertised brands. In between ranges the vast middle ground of shoppers, fair game for the motivational researchers, who take dead aim with all the analytical gimmicks under the supermarket sun. They claim, for instance, that the undecided mass of supermarket shoppers -they call them "emotionally insecure"-really do not know what they want when they enter a store and often are not sure what they have bought right...
Giveaway games are probably the cheapest form of TV publicity, since the manufacturer swaps merchandise-often low-priced items-for screen time. Ohio's Tappan Co. gives away $230,000 worth of ranges yearly, figures a giveaway plug costs only .0042? per 1,000 viewers, far less than a regular TV commercial. But there is hot debate over how many sales are actually created by the giveaways. Says Bell & Howell, which passes out $17,000 worth of movie projectors a year, mostly on This Is Your Life: "We like the idea, but we find it hard to determine...