Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!americast.com!usa-post Newsgroups: usa-today.trends From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: trends Fri, Jul 31 1992 Date: Fri, 31 Jul 92 04:32:20 EDT Message-ID: 07-31 0000 DECISIONLINE: Trends & Marketing USA TODAY Update July 31-Aug. 2, 1992 Source: USA TODAY:Gannett National Information Network WRINKLES IN YOUTH POTIONS: A lot of miracle potions are hitting store shelves but the National Council Against Health Fraud says they're all scams, including injections of fetal sheep cells and laser wands. Life-extension nutritionist Patricia Bragg says drinking and bathing in apple cider vinegar will help people "live to be 120 years old." SOME BELIEVE IN POTIONS: Dr. John Renner says, "There's no fountain of youth even though it's been bottled and sold in every country in the world." You wouldn't know it by Sandra Rhoades. She swears by artichoke extract. Internally and externally. "It will extend our life because it rids the body of the gunk from living," says the 48-year-old aesthetician from Fort Worth, Texas. BOOM IN COMPUTER SOFTWARE: High-achieving baby boomers who want their kids to succeed are creating a boom in educational computer software, according to Advertising Age. "Parents see software for learning as a great way for kids to spend their time," says Megan McKenzie, PR director for Egghead Software. Egghead reports a recent surge in educational computer programs at its 200 stores nationwide. (For more, see special Software package below.) INSURANCE USED TO TEMPT BUYERS: Job worries are keeping many would-be homebuyers on the sidelines. So a small but growing number of brokers and builders are offering layoff insurance. Recent surveys show that buyers in many parts of the USA remain leery of the home market despite more affordable prices and low interest rates. The big chill: Fear of joining the growing ranks of the unemployed. `STAR TREK' TO BE INCARNATED: First it was "Star Trek" the TV show, then it was "Star Trek" the movie; now it's comics. Marvel Comics is releasing its futuristic "Tek World" monthly serial next week. "Tek World" will be based on William Shatner's science fiction novels "Tekwar," "Teklords" and "Teklab." Shatner's new book, "Tek Vengeance," is due in January. MORE BUYING NEW HOMES: The government Thursday said sales of new homes rose in June for the first time in five months, and analysts predicted falling mortgage rates and a possible tax credit would build momentum. The government said sales rose 7.9% to a seasonally adjusted annual rate of 572,000 units, up from 530,000 in May. The report also showed sales declines in March-May weren't as bad as estimated. ESPN BASEBALL IS SLOW: ESPN's baseball ratings are down 11% from last year. And ESPN's Monday, Tuesday and Friday games, without exclusivity, are averaging just a 1.2 rating. No wonder Major League Baseball isn't happy with superstations, which beam cable games across the USA. One argument is that superstations depress attendance for teams hosting clubs seen regularly on national TV. BOND FUNDS GROW: The mutual fund industry's growth is easing on. Last month, $14.3 billion flowed into stock and bond funds, the Investment Company Institute reported Thursday. But the inflow to stock funds has slowed, while the surge to bond funds grows. In the first half, stock and bond fund purchases totaled $89.2 billion, close to last year's $106.4 billion. JOE CAMEL LIVES ON: Antismoking activists, who hoped their attacks on the Joe Camel character would make R.J. Reynolds Tobacco Company discontinue its use, have been disappointed. Reynolds is continuing with new advertising and promotional programs that feature Joe Camel as prominently as before. The market share for Camel, the nation's seventh-best selling cigarette brand, has shown steady growth. SPECIAL PACKAGE ON SOFTWARE: EDUCATIONAL SOFTWARE GROWS: The uptick in the $216 million educational computer software industry is a dream come true for marketers. The category grew 25.6% in 1991, according to the Software Publishers Association. That growth rate is expected to continue through 1992, which is good news for software developers and retailers, as the pricey programs can cost an average of $60 each. BRODERBUND IS LEADER OF THE PACK: Broderbund Software's Where in the World is Carmen Sandiego? series, the best-selling educational software in the U.S., has been testing new print ads and promotions targeting parents. "Originally we positioned Carmen as entertainment, but a few years ago when we shifted its emphasis more to educational marketing, our sales really took off, says Susan Lee-Merrow of Broderbund. MANY ATTRACTED TO SALES: The rapid growth of educational software is attracting new players to the field. Software Toolworks, which previously offered only educational software for adults, will be expanding into the arena. Software Toolworks is expected to unveil a full line of software programs for children later this year. (End of package.) Trends & Marketing Editor: Michele Coleman. (1-919-855-3491) Making copies of USA TODAY Update (Copyright, 1992) for further distribution violates federal law. This article is copyright 1992 Gannett News Service. Redistribution to other sites is not permitted except by arrangement with American Cybercasting Corporation. For more information, send-email to usa@AmeriCast.COM