Word: optimum
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Dates: during 1990-1999
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...Owning and cultivating a lawn became a fabulous new way for the social elite to compete in the conspicuous consumption of leisure. A great deal of money was required to buy the materials, hire a designer and planters, and have either gardeners or animals shave it down to its optimum length. When the upper echelons of colonial society returned from their European travels with news of the latest in fashion, food, and home decor, they brought the lawn with them--it came from Old to New England with all its attendant symbolism...
Celebrity best sellers like Andrew Weil's 8 Weeks to Optimum Health (Knopf; $23) and Jean Carper's Miracle Cures (HarperCollins; $25) may promise more than they can deliver, but they do contain healthful hints. If you want to add adventure, read Mark Plotkin's Tales of a Shaman's Apprentice (Penguin; $14), which shows how ethnobotanists comb jungles for natural cures...
...shadow of a scandal-prone President, Gore is suffering in comparison with the most talked-about possible Republican contender. Polls show that if the 2000 election were held today, Texas Governor George W. Bush would handily beat Gore; a year ago, the same surveys had Gore ahead. "The optimum scenario for Republicans is a diminished Bill Clinton hobbling through the next two years," said a Republican strategist...
That same conclusion came through in another part of Adweek's hot-list methodology: interviews with media buyers and consultants. Page Thompson, U.S. media director of DDB Needham Worldwide and president of Optimum Media, says of TIME: "Here's a magazine that just celebrated its 75th anniversary, and for it to hit this list means something really dramatic is happening. It's livelier, more energetic and more insightful." Michael Lotito, executive director of account services for Ammirati Puris Lintas, specifically praised TIME's coverage of technology--a special interest of managing editor Walter Isaacson, whose previous job was editor...
...paid professionals, of whom, in America, there are many. Their theories range from the sociological to the psychological to the quasi political. "There is a greater diversity of road users now than at any other time in history," says Hawaii's James. "Therefore streets are not reserved for the optimum, skilled driver but accommodate a variety of driver groups with varying skill, acuity and emotional control"--jerks, in nontechnical lingo. And unlike in previous generations, the willingness to be a jerk on the road is no longer confined to a single...