Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!usa-post Newsgroups: usa-today.trends From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: trends Thu, Mar 26 1992 Date: Thu, 26 Mar 92 05:44:31 EST Message-ID: 03-26 0000 DECISIONLINE: Trends & Marketing USA TODAY Update March 26, 1992 Source: USA TODAY:Gannett National Information Network LIFE WILL IMPROVE, STUDY SAYS: A study out Thursday from the Conference Board predicts a "sturdy increase in the living standards of the average American" this decade as household income jumps 14%. The key reason: 78 million baby boomers are entering their peak earning years, so they'll move into higher-paying jobs. That "powerful demographic shift (will) work in our favor," says report author Fabian Linden. (For more, see special Nineties package below.) PILOT PRESENTATIONS LOW-BUDGET: For the first time in a decade, the networks did not hold lavish pilot presentations for advertisers to show off new fall series. And fewer 30- and 60-minute pilots have been produced in this cost-conscious year. An hourlong pilot can cost $1 million. Instead, producers are opting for cheaper highlight reels. NBC and Fox are also using workshops where people watch a show like a play. GO WEST, Y'ALL: The South and the West will see greatest increases in population this decade, according to NPA Data Services Inc. While the Northeast is predicted to see a 5% population growth between 1990 and 2000 - and the Midwest just 4% - the South is projected to have an increase of 12% and the West, 16%. RENTAL AGENCIES VIE FOR DRIVERS: Battling a weak economy and each other, car-rental companies are giving away more to keep customers coming back. "Car-rental companies are fighting for share, and this is one of the means we're using," says President F. Paul Silicato of General, one of the companies offering enticements. "We need to do something other than just have lower rates." RENTAL COMPANIES COMPETE: Car-rental companies are giving things away to keep customers. General on Wednesday began offering a $50 Savings Bond after four rentals and a $1,000 bond after 50 rentals. Budget last week launched a program giving an upgrade after two rentals and a free day after four. And both companies give frequent-flier miles - like every other car-rental company - for each rental. RECESSION LEADS TO SHIRTS: It was inevitable. The recession has created its own un-haute couture. From Stanley DeSantis, creator of such shirts as "Auntie Em: Hate you. Hate Kansas. Took the Dog. Dorothy," comes a line called Recessionwear: Clothes for the Downwardly Mobile. The line features funny '40s photos and such sayings as "He Who Dies With Anything Left Wins." They're $15 at J.C. Penney and others. MOVIE MUFFLER CAN BE HAD: For those who wanna be like Sharon - that is, Sharon Stone's character in the steamy "Basic Instinct" - the muffler she uses to tie up bedmates is an Hermes silk muffler, an abeille, which translates as "queen bee." It's silk jacquard and $195 at most U.S. Hermes shops, including New York, Boston, Chicago, Dallas, Houston. Or call 800-441-4488. REFUNDS AHEAD OF SCHEDULE: More than half of U.S. taxpayers already have filed returns and refunds are running well ahead of last year, the Internal Revenue Service said Wednesday. Through Friday, 57.3 million returns had been received by the 10 regional IRS service centers, up 2.8% from the 55.7 million for this period last year. Some 36 million of 47.5 million refunds have been tagged for refunds, averaging $980. MORE COMMUTER PLANE USE: Commuter planes are carrying four times as many passengers today as in 1978, up to 45 million from 11 million. Projections are for 82 million by 2003, according to the National Transportation Safety Board and the Federal Aviation Administration. The Air Line Pilots Association says there were 34% more fatal accidents for commuter planes than larger carriers last year. SPECIAL PACKAGE ON NINETIES: HOUSEHOLD INCOME WILL GROW: Average household income in 2000 should be the equivalent of $41,000 in 1990 dollars, up from $36,000 in 1990, according to Fabian Linden, author of a Conference Board report predicting a brighter decade. That 14% gain would outrun the 11% income growth of the roaring'80s, when the economy enjoyed its longest stretch of peacetime growth. POPULAR OPINION CONTRADICTED: The study, written for businesses to help them plot marketing strategies, flies in the face of public opinion and conventional wisdom among many economists. Both foresee weak economic growth, competition from foreign companies, the elimination of many mid-management jobs and a glut of boomers chasing promotions. "Just looking at demographics is too simple," says one expert. HOUSEHOLDS WILL BE OLDER: When Linden and economists at the Conference Board look ahead through the '90s, they see an explosion in the number of households headed by people 35-55. In 1990, there were 35 million such households. In 2000, there will be 45 million, a 29% increase. Also: A sharp drop in households headed by under-35s, typically the lowest-earning age group, from 26 million to 22 million. (End of package.) Trends & Marketing Editor: Beth Mann. (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. 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