Word: osborne
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...many advertisers say that they detect a more subtle, almost schizophrenic attitude among consumers. E.E. Norris, executive vice president of the Manhattan ad agency Batten, Barton, Durstine & Osborn, has nicknamed this the "splurge or scrimp" mentality. He argues that today's consumers are willing to spend heavily on goods and services that they value highly either for their ego satisfaction or convenience, such as Gucci shoes or Cuisinarts. But on products that they do not value so much, buyers are cutting corners. The extreme example: the Mercedes owner who wears K Mart clothes. Says Norris: "The consumer would rather...
...surprisingly, admen tell their clients that spending is just as important today as in better times. For example, they warn against cost-cutting measures that result in cheaper-looking ads. Batten, Barton, Durstine & Osborn claims that years invested in building a product's "quality image" can be wiped out by low-budget advertising. A study published in the January-February issue of the Harvard Business Review, written by Nariman Dhalla, chief economist of J. Walter Thompson, showed that companies that raised ad budgets during the 1973-75 recession "chalked up higher shares in their industries and increased their sales...
...WORLD OF OZ by Osborn Elliott Viking; 253 pages...
...Osborn Elliott became editor of Newsweek in 1961 and set about transforming what was then a pallid copy of TIME into a feisty, prosperous competitor. "Oz" Elliott, now 55 and dean of Columbia University's Graduate School of Journalism, tells how he did it and how much fun he had along the way. He rose above his humble beginnings (St. Paul's, Harvard, old money and a family friend, Builder-Bureaucrat Robert Moses, who got him a first job on the New York Journal of Commerce) to become business editor at Newsweek in 1955. He and Colleague...
While Morning's at Seven, now at the Lyceum Theater, first appeared on Broadway in 1939, it is not a relic from the crowded attic of nostalgia. Playwright Osborn, now 78, perceived a world with the family as its center of gravity and the blood tie as life's enduring nourishment...