Word: test-marketing
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...dubbing it The Earth Diary seemed a futile echo of the '60s. Last week, after losing about $30 million-plus three publishers and three managing editors-Gruner & Jahr sold their ad-starved, troubled magazine to Knapp Communications (Architectural Digest, Bon Appetit). In exchange, Gruner & Jahr promised to help test-market Knapp's other magazines in Europe. Predicts President Cleon Knapp, who quickly named former New West Executive T. Swift Lockhard as Geo's fifth publisher: "We're not going to report on the sordid part of our world We're going to celebrate it." Also...
...sealed in a new kind of aluminum and plastic pouch that can be stored on a shelf, popped into boiling water and eaten in five minutes. Kraft publicity identifies the market as: "Dual income families, working single parents and single people who lead active lives." Kraft is pleased with test-market results of a la Carte in half a dozen cities, and the product will soon be sold nationally...
...diameter red lenses, now being made in test-market quantities, will cost about 20? a pair and last the laying life of the bird, about a year. Wise says the tranquilizing effect works not only for hens, but for turkeys, pheasants and even pigs. Not, however, for quail. Far from being calmed, they go berserk...
...million last year. Avon does not intend to abuse the Tiffany name in flogging its own cheaper wares. Says John Riedy, an analyst at Drexel, Burnham, Lambert: "That would be like putting a Rolls Royce label on a Pinto." Instead, the company plans next year to test-market a whole new line: door-to-door vitamins...
...Federal Trade Commission, which watches over product advertising, will have an additional regulatory role no matter what the outcome. Some promotional campaigns for bottled water have sought to boost sales by attacking the quality of municipal drinking water. Schweppes Ltd. found the reception chilly when it developed plans to test-market bottled water in Philadelphia with ads that slurred the city's water supply. Fear of official complaints prompted the company to abandon the project before it got started...