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, Apr 23 1992 Date: Thu, 23 Apr 92 05:38:05 EDT Message-ID: 04-23 0000 DECISIONLINE: Trends & Marketing USA TODAY Update April 23, 1992 Source: USA TODAY:Gannett National Information Network MORE FAMILIES ARE CHILDLESS: It used to be that "family" was synonymous with "children." But as more and more couples have delayed marriage or not had children, the statistical balance has tipped in favor of childless families. In 1991, 48.9% of families included children under 18, down from 52.1% in 1980 and 55.8% in 1970, according to a Census Bureau report released Wednesday. (For more, see special Families package below.) NEWSWEEK LAUNCHES PERSONAL MAGS: The era of customized magazines is at hand. This week a few thousand Newsweek subscribers get eight extra pages, an excerpt from "Forty Days" by correspondent Bob Simon, captured during the gulf war. The subscribers pay $5 per year in addition to their subscription for a monthly "Books in the News" section. Coming weeks will begin offering subscribers other special sections. OTHER MAGAZINES FOLLOW LEAD: Newsweek is the first major consumer magazine to offer readers a choice of specialized sections. Child magazine plans special editorial sections based on the ages of readers' children, with one insert free and a fee for more than one. Time is planning customized sections. And Meredith, publisher of Better Homes & Gardens and Ladies' Home Journal, is considering them. MARRIAGE RATE BOTTOMS: It's likely the recession is responsible for the marriage rate among Americans hitting it's lowest level in 26 years, according to figures out Tuesday by the National Center for Health Statistics. The center says the marriage rate dropped to 9.4 per 1,000, down 3% from 1990. Other factors include the aging of the boomers and a continued increase in couples living together, say demographers. ETHNIC SHIFT BOOSTS SALES: In the past two years, top cosmetics companies have realized that America's ethnic population is growing and that ethnic women wear makeup. They're shifting focus and it's paying off. Prescriptives last October expanded its line of foundations to 115 shades from 70 and says sales have increased 50%. Maybelline, Estee Lauder and others also have broadened offerings. ADVERTISING NOT YET EXPANDED: While top cosmetics companies have begun expanding their lines for ethnic complexions, that hasn't extended to advertising - yet. According to Lafayette Jones, president of Segmented Marketing Services Inc., "There is no African-American woman symbolizing a major cosmetics line but it's just a matter of time." The company is a Winston-Salem, N.C., marketing promotion firm. CARPOOLING IS OUT THE WINDOW: Driving to work alone became even more widespread in the past decade, 1990 Census numbers show. The new numbers reflect trends just in the Washington, D.C., area but experts say the pattern occurred across the USA. "Car pooling has fallen into the tank. Transit ... held steady. Walking to work is down," says consultant Alan Pisarski. Findings are being released state by state. MORE NYC CABBIES IMMIGRANTS: Nearly 90% of New York cabbies are immigrants, according to the New York City Taxi and Limousine Commission's first survey, out Wednesday. The survey said 89% are immigrants, up from almost 75% in 1985. The most common language is Urdu, spoken in Pakistan. The Taxi Commission said Wednesday non-English speaking applicants will have to take an extra 40 hours of English training. WE'RE POORER: Americans' per capita income adjusted for inflation dropped in 1991 for the first time in nine years, according to the government. The Commerce Department said Wednesday that personal income totaled $19,082 per person last year, 2.1% more than in 1990. Each year of George Bush's presidency has seen smaller income growth. Per capita incomes grew 5.4% in 1990, 6.9% in 1989 and 7.1% in 1988. DILLARD LEADS THE WAY: Dillard Department Stores is taking an aggressive attitude with suppliers and its winning praise from analysts. One move: Dillard wants to accept part of an order and see what sells before taking the rest. That's a change from the usual practice of receiving most of an order up front. Analyst Woody Whyte says some new Dillard practices are "what the sharper retailers will all have to do." SPECIAL PACKAGE ON FAMILIES: MAJORITY IS CHILDLESS: More families are childless, reports a new Census Bureau report released Wednesday. In 1991, 48.9% of families included children under 18, down from 52.1% in 1980 and 55.8% in 1970, according to new Census Bureau report released Wednesday. Families are defined as at least two members related by blood, marriage or adoption. Fewer households now have a direct stake in children. ALLEGIANCES ARE CHANGING: Allegiances in the USA are shifting. A proposed restaurant tax to raise money for government programs, most prominently schools, recently failed in Fairfax County, Va., where 70% of homeowners don't have school-age children. Getting support outside the "immediate school community" is a national problem, says Maureen Daniels of the Fairfax Education Association. ELDERLY POOR GET NOTICE: The poverty rate for children is nearly twice as high as it is for the elderly. Twenty-one percent of children live in poverty compared with 12% for the elderly. But "the attention given to the elderly in poverty seems to be greater," according to Steve Rawlings, author of the new Census Bureau report. (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