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 Mon, Apr 13 1992 Date: Mon, 13 Apr 92 05:42:38 EDT Message-ID: 04-13 0000 DECISIONLINE: Trends & Marketing USA TODAY Update April 13, 1992 Source: USA TODAY:Gannett National Information Network MORE FAVOR TWO-YEAR COLLEGES: An increasing number of Americans are earning degrees from two-year colleges. It's the fastest-growing segment of U.S. education, with 8% more students than a year ago, according to the U.S. Department of Education. The rise at four-year schools: Less than 1%. The College Board reports 46.6% of all undergraduates are on two-year campuses, up from 42%. PEPSI MAKES ITS AIM CLEAR: The carbonated-soft-drink sales have slowed as consumers have aged. Meanwhile, such upstarts as Clearly Canadian bottled sparkling water are doing very well, thank you. So PepsiCo recently strted an 18-month development project to "cannibalize (bottled) water," according to spokesman David Novak. The result: Crystal Pepsi, clear Pepsi being launched in three test markets Monday. AIMED AT CLEAR COMPETITION: Crystal Pepsi, the clear version of Pepsi beginning a test in three markets Monday, is aimed at competitors such as Perrier and upstarts Clearly Canadian and Snapple. Industry watchers say it's the fast-growing clear soft drinks - perceived as more healthy and trendy than traditional soft drinks - Pepsi is targeting. Clearly Canadian's growth is "multiplying dramatically," says one expert. LONG IS OFFICIALLY THE LOOK: A week's worth of fall fashion shows in New York made it clear that the new look for fall is long jackets, long, skinny skirts and platform shoes. It's a chic continuation of a trend that started more than a year ago in Europe. The silhouette has evolved from a short A-line pyramid to a pencil-thin long line. Hence the reappearance of platform shoes - for added height. (For more, see special Fall package below.) MAGAZINE AD PAGES UP: The number of magazine advertising pages was up for the second straight month. It was the first time since October-November 1989 that pages rose two consecutive months. Total ad pages rose 0.14% to 13,576 in March from a year earlier. Ad pages January through March, however, were down 0.9% from a year earlier. MORE CHECKS ARE BOUNCING: Recession-squeezed Americans are bouncing more and more checks, bankers and check-clearing agencies say. The number of bad checks nationwide increased 33% from 1988 to 1990, the latest figures from the American Bankers Association show. The American Collectors Association Inc. estimates 482 million checks for a total of $14 billion bounced in 1990. COMMERCIAL BANK EARNINGS UP: Although some banks are in trouble, commercial bank earnings overall have risen. According to the Federal Deposit Insurance Corp., earnings in 1991 were $18.6 billion, the third annual increase. The last drop was 1989's $15.6 billion, down from $124.8 billion in 1988. A decade ago, earnings were $14.7 billion for 1981. AIDS AMONG YOUNG ON INCREASE: AIDS cases among teens and young adults grew 77% in the past two years. And the 9,000 cases among 13- to 24-year-olds form just the tip of an iceberg: Thousands more are likely HIV-infected; millions more are at risk, says a report by a House committee on children and families. The report says federal prevention efforts have been inadequate. NETWORKS TURN TO AP: Cutbacks at home and abroad are leading the networks to a possible new association. They've approached the Associated Press about possible supplementing their coverage with a new video news service. The plan would have AP install cameras and editing facilities in the newsgathering organizations' bureaus with print reporters. SPECIAL PACKAGE ON FALL: STRETCHY TUBES ARE TOPS: The top designer runways of Milan, London, Paris and, now, New York are showing long skirts for fall, though "most women will wear long in moderation," says designer Nicole Miller. Some must-haves for fall: Long jacket, including a swallowtail or peplum style. In a long skirt, stretchy knit tubes are the hottest. A slit makes walking easier. SHOES ARE ELEVATED: Platform shoes are right up there with long skirts for fall. And even mannish shoes are getting a lift. The leopard-print coats are back. The print is probably best as accents on boots, hats and gloves. Pin stripes and gray flannels have never looked sexier paired with bustiers and glitzed up for evening. And berets are popular toppers for fall. VESTS CAN UPDATE: Long, lean knit sweater dresses in turtleneck or cardigan styles are must-haves for fall - worn with a sweater over them. A vest can update last year's look. Some have stretched into dresses for day; others are sequined for evening. Pants this fall are long and lean, especially with the longer jacket. But last year's wide still works. And brown replaces black as the new fall neutral. (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. For more information, send-email to usa@AmeriCast.COM