Word: waldbaum
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...comic-book sales. As always, success has inspired imitators. B. Dalton and Waldenbooks have begun carrying comics in most of their 1,753 bookstores. Supermarkets, which account for about 35% of magazine sales, still resist the trend, on the ground that comic books attract loitering youths. Nonetheless, the Waldbaum, Pathmark and Safeway chains have decided that Archie Comics are clean-cut enough to be displayed at check-out counters...
...first meeting of the "grocery table" on Thursday night featured a panel discussion about Milwaukee's Finest Beer and snack chips, as well as one member's lecture entitled "My Sister's Month at Waldbaum's," a supermarket chain in the Northeast...
Other entrepreneurs hastened to make the most of the moon shine. One Los Angeles breadmaker placed a TV commercial extolling "Helms-the bread on the moon." A New York supermarket chain ran a picture of the moon-"238,000 miles from Waldbaum's"-and beneath it advertised extra-large cantaloupes at three for 89?. A Long Island harness-racing track accompanied a picture of an astronaut stepping off the base of an LM mockup with the advice: "Hey, finish it later-Roosevelt Raceway opens tomorrow night." TWA and Pan Am eagerly accepted a spurt of new applications...
...since. They proved to be remarkable promotions for the grocers who offered them first; they more than made up in increased business for the 2% of gross sales that they cost. As more stores stocked stamps, however, the competitive advantage vanished-while the fixed cost of stamps remained. Says Waldbaum's Supermarkets President Ira Waldbaum, whose 62 New York stores, along with the 100-store Daitch-Shopwell Supermarkets, dropped stamps last month: "We found that the cost of stamps was becoming an excessive burden and they were not as competitive as a few years ago." New York...
Before it canceled, Waldbaum's carefully surveyed customer preference; it says that only 4% definitely wanted stamps. Grocers in general have discovered that shoppers are more sophisticated and more mobile than they were a generation ago; housewives now scout all food prices, use their cars and convenient parking facilities to move from store to store for selected items. Many housewives who formerly shopped only at one supermarket now divide their weekly grocery budgets among several. Like the earlier competitive advantages of newer stores, broader product variety or better parking, trading stamps have ceased to be a decisive lure. This...
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