Word: schoening
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These expectations changed under Design Editor Dante E A.. Ramos Jr. '93. Along with Associate Business Manager Michael A. Schoen '93 and designers Nancy E. Greene '95 and James Cham '95, Ramos reworked and computerized the design of the paper...
Under the guidance of several executives--notably former Information Services Manager Michael A. Schoen '93 and Business Manager Elizabeth S. Hilton '92--a dozen IBM compatible computers were installed in the newsroom, along with Macintosh workstations for graphic design and layout...
...rainy evening, on their way to a meeting in the Yellow Oval Room, Morris, Schoen and Penn were discussing their latest polling when Penn turned to the others and said, "Values. It's about values." In his presentation to Clinton a few minutes later, Penn told him that young, socially conservative families "can be appealed to not with religious values but with secular values like protecting their children and duty to their parents." The practical impact was to define a set of issues that Clinton could use to reach people with kids: smoking, education, flextime and family leave...
...spots, because they hadn't "mall-tested" well. In a mall test, which Penn had pioneered as a way of refining television ads for AT&T, Clinton spots would be shown to voters in kiosks set up in malls in 16 swing states. At the kiosk, a Penn and Schoen employee would ask a voter questions about his or her political affiliations and views of the President, then enter them on a computer. After viewing the spot, the voter would answer another series of questions. The whole thing took 10 minutes. Penn and Schoen distrusted focus groups (they regarded them...
...mall-test results for the first, hardest-edged Medicare spots reinforced Penn and Schoen in their belief that the G.O.P.'s position on Medicare had to be exploited without resorting to class warfare. They were latecomers to the value of using Medicare against the Republicans, a position that Stephanopoulos and others, using surveys by D.N.C. pollster Stan Greenberg, had been pressing for from the start. Penn and Schoen tested two sentences: "The Republicans want to cut Medicare so they can pay for a $245 billion tax cut for the wealthy" (the classic class-warfare argument) and simply "The Republicans want...