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That realization, she says, led her to the lectern tonight. Weiss gazes down at the Torah scroll and chants, "Kol y-may neez-ro" ("Throughout his term as Nazarite"). That portion of the Scripture is about a group of ancient Jews (Nazarites) who, though not born into a priestly class, find their way to holiness through personal effort. A little later on, in a speech, Weiss explains, "I feel somewhat like a Nazarite tonight...
...body styling so odd it hollers "check me out"). Other automakers are working to rebrand their existing youth cars and polish the image of these vehicles by stuffing them with higher-performance engines and hot-rod accessories. The ultimate prize: billions of car payments that will flow from Generation Y. The 68 million Americans born between 1977 and 1995 represent the largest demographic bulge since that of their boomer parents and will drive car sales over the next two decades. About 3.5 million Gen Y drivers get their license each year. Automakers are clamoring to provide their first...
Recent hits with the youth market have tended to be flukes. Despite Honda's sales conundrum with the Element, the automaker has one of Gen Y's most popular brands, in large part because its durable little Civic scored with hot rodders who decided to customize it with turbochargers, flashy rims and other trimmings. Honda now holds 12% of the under-25 market (the favored industry shorthand for Gen Y) vs. a 6% share of the overall market, according to the research firm J.D. Power. The mystery is that the Civic was not particularly designed for or targeted to young...
...metamorphosis is an example of how media and marketing are reshaping the idea of American manhood. Once, the very idea of young men bonding over what it means to be a young man would have seemed pretty, well, woman-y. That changed with the resurgence of men's magazines like Maxim, which built a circulation of more than 2.5 million on a philosophy of manhood built on a love of gadgets, lowbrow jokes and almost naked starlets. (Not coincidentally, Maxim has expressed interest in starting a men's channel...
Toyota is taking a different approach to the customization craze. Its new line of Gen Y-oriented Scions will hit dealer lots in June with a standard package that lets buyers choose from three wheel-cover designs--or pay $665 to upgrade to ritzier alloy rims. "A lot of people go right out and buy custom wheels," says spokeswoman Ming-Jou Chen. "We want to give them a choice from the factory." A choice, mind you, that is no bigger than...