Word: trend
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Dates: during 1960-1969
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...addition to these expectables, the reader will find scattered throughout the magazine, a kind of story which, under a sterner and narrower definition, was once not considered "news," though obviously of high interest (as we can judge by the letters we get). These are what might be called the trend stories, and they are most evident in such a section as Modern Living, which in the words of Senior Editor A. T. Baker is more concerned with "the general flow of society than with murders and elections...
Adopting a Trend. Among the rest of Detroit's 1964 models, the changes are not so dramatic. Automakers have had two good sales years in a row, and they are wary of monkeying too much with what seems to be a good formula...
...Detroit has happily succumbed to one trend: the growing U.S. love of sports cars. Noticing the eagerness of customers for making the family car look as much like a sports car as possible with such extras as bucket seats and floor gearshifts, the automakers are speeding ahead with more straightforward sports cars...
Into Intermediate. General Motors figures that it has another trend spotted in the sales success of Ford's inter mediate-sized Fairlane, which is in a niche between the compacts and standard-sized cars. G.M.'s Chevrolet Divi sion is readying an elegant, all-new intermediate car that it is tentatively calling the Chevelle. Buick, Oldsmobile and Pontiac will upgrade their compacts to intermediate size, making many of their parts interchangeable with those of the Chevelle. Ford, on the other hand, is apparently tired of the trend it started: it will drop the intermediate Meteor from its Mercury...
...importance as a means of meeting the College's annual budget--from 42 per cent of the budget in 1931 to 27 per cent in 1956. Teacher's salaries, though higher in dollars, were actually lower in purchasing power than those received in 1930, a disturbing reversal of the trend in business and other professions. After remaining constant for 25 years, tuition more than doubled in the eight years following 1948 (for 1964 it will be nearly four times the pro-1948 figure!). Endowment funds to meet the mounting demand for scholarships proved insufficient...