Word: recoup
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Dates: during 1950-1959
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Hammerhead. Trouble is that bourbon faces sharp competition in the battle of straight whiskies against blends, which took over the wartime market. Drinkers acquired a preference for the milder blends against the headhammering effect of 100-proof straight bourbon. To recoup, ; distillers have been lightening bourbon toward the minimum allowable 80 proof, which also cuts the excise tax and lowers retail prices. Such leading brands as Schenley's I.W. Harper, National Distillers' Old Crow and Old Grand-Dad, now come in 86 proof, one reason for the rise of straight whiskies from 9% of the total market...
BADGERED and beset in the industrial states of both U.S. seaboards, Republicans these days look longingly toward their longtime Midwestern heartland to help them recoup expected losses in the 1958 congressional elections. It was in the Midwest, then a land of drought and depressed prices, that Republicans suffered their most painful 1956 House losses. It is in the Midwest, now a land of grains and gains, that the G.O.P. must recover if it is, at best, to close up the House gap on Democrats or, at worst, to forestall a Democratic landslide. Last week TIME correspondents traveled through the Midwest...
...suggesting that it might help finance the garage, or lot, by agreeing to rent a specified number of the newly acquired spaces, Harvard is on the track of practicality. By charging students for these spaces, it can recoup whatever outlay it might make to the City. But a proposal providing capital for the actual building of the facility without assuring the University's rights would be a pointless exercise in charity. If University Hall is putting up half the loot, it ought to get its money's worth in material terms as well as good will...
Marble from Melos. The Louvre treasures that visitors see today represent the titanic effort made to recoup from the post-Waterloo low point. Rubens paintings from the Luxembourg palace were brought in to fill the gaps; French archaeologists sent back to the Louvre whole collections of Egyptian and Assyrian art. In 1820 the French Ambassador to Turkey was able to pick up five fragments of marble on the island of Melos for 1,200-1,500 francs ($230-$285). Pieced together, they became the Louvre's famed Venus de Milo...
Beauty in the Supermarkets. Postwar, Revlon's Charlie Revson sparked a significant change for the beauty industry when he bought The $64,000 Question. Revlon's sales jumped 54% in the program's first year, and others hustled to take to the air. To recoup the high cost of TV advertising quickly, firms had to tout specific products instead of whole lines, moved more and more products out of drug and department stores and into the mass-selling supermarkets. Today, more than one-fifth of the toilet preparations are sold in food stores. The industry sees...