Word: offbeaters
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Dates: during 1950-1959
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Mortimer wants products with the widest popular appeal, shies away from the specialized or offbeat food. At General Foods, this policy has resulted in a pretax profit of 10? on sales v. 6.8? for the No. 3 processor, Standard Brands (Chase & Sanborn, Royal desserts, etc.), but well below the 14.8? of Campbell Soup, the No. 2 company. Overall, General Foods profits have risen from $28 million in 1954, when Mortimer took over, to an estimated $60 million this year. But Mortimer is still not satisfied with some of his products, notably the Gourmet line, intends to make some changes. Says...
...with The Jazz Singer, starring Jerry Lewis. But Producer Robinson has a reputation for imagination and drive, carved as program boss of CBS, a job he held for a dozen years, until last summer. It was Robinson who patiently brought along young producers and writers, prodded them to "think offbeat," helped develop such CBS shows as Playhouse go, See It Now, Twentieth Century. At CBS, suave and slender (5 ft. 8 in., 150 Ibs.) Vice President Robinson also became known as a cold, meticulous personality, given to $250 Dunhill suits. He sometimes interrupted business conferences to twit an aide...
Thus begins the latest paean to Irish whiskey by a pair of offbeat West Coast admen named Joseph Weiner, 43, and Howard Gossage, 42, who have floated to prominence clinging to champagne bottles, beer kegs, brandy snifters and, of course, fifths of Irish. In the process they have broken almost every advertising rule in the book. Their ads are casually illustrated, almost never done in color, and they can pussyfoot around a subject so quietly that the reader sometimes has trouble telling what the ad is about. What they do have is fun, an aged-in-the-wood humor that...
Ripe for Conversion? Kotsuji's conversion was an impressive milestone for the World Union. Although a small, offbeat Japanese sect believes that its members are remnants of Israel's lost tribes, there are only a few Jews in Japan; previous converts have been women who married Western Jews and accepted their husbands' religion out of familial loyalty...
...Thomas Eakins, by Fairfield Porter, views the greatest of American masters through a reducing glass, calls him "outside of his time, because his intuition was hindsight," and yet is a consistently brilliant and fascinating offbeat analysis...