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, May 15 1992 Date: Fri, 15 May 92 05:12:19 EDT Message-ID: 05-15 0000 DECISIONLINE: Trends & Marketing USA TODAY Update May 15-17, 1992 Source: USA TODAY:Gannett National Information Network DRINKERS TURNING TOWARD NABS: When popping open a cold one is out of the question, more beer drinkers are trying non-alcoholic beers. And more are sticking with them. Up to two years ago non-alcoholic beers got little refrigerator space in bars, liquor stores or supermarkets. But today, all of the USA's top breweries offer a version and they've become staples on beer lists across the USA. (For more, see special NAB package below.) MORE LOOK TO RENT BEACH HOME: A growing number of vacationers are planning to rent a beach house this summer. And though the best ones already are taken, a resolute vacationer still can find one, say experts. Start by calling the chamber of commerce in the beach community of choice and ask for a list of agents and private homeowners who offer rentals. OLDER WOMEN HAVING CHILDREN: More women are having children later, according to Census reports. Forty-one percent of childless women ages 30 to 34 in 1990 expected a future birth. That's up from 22% in 1976. Women in their thirties planning children are sure they will eventually have them, says the Census. OFFICE VACANCIES KEEP CLIMBING: Office vacancies in major downtown areas kept climbing during the first three months of 1992. Commercial brokerage firm Cushman & Wakefield reports the average downtown vacancy rate for major cities rose to 19.3% from 18.8% at the end of last year. A continued flood of new buildings and persistently sluggish demand is hurting the market, says CEO Arthur Mirante II. FAKING IT IS POPULAR: There's been yet another indicator that karaoke, the Japanese entertainment of lip-syncing that has quickly spread, is increasingly catching on. Set to join karaoke clubs and karaoke machines is a new television show. Syndicator Genesis Entertainment says its "Karaoke Show" has been sold in 113 markets, representing 83% of the United States. HISPANIC MEDIAN INCOME DROPS: The median income of Hispanic married couples compared with that of non-Hispanic white married couples has dropped noticeably, according to the May issue of American Demographics. In 1973, Hispanc couples' median income was 74% of non-Hispanic white married couples' median income. But by 1990, it was down to 69%. MLS RULES CHANGING: An increasing number of real-estate brokers who specialize in representing buyers have been seeking changes in the National Association of Realtors' Multiple Listing Services, which they say favor brokers who represent sellers. The NAR has responded, adopting several rule changes that should make it easier for buyer brokers. Many consumers say they want brokers representing them. THE BOW IS BACK: The shapely mouth is getting lip service from young Hollywood, reports the June issue of Vogue magazine. Marisa Tomei ("My Cousin Vinny"), Drew Barrymore and Samantha Mathis ("This is My Life") are putting the Cupid's bow mouth, popular in movies' infant years, back into the spotlight. One way to aid nature: Lip Plump at Henri Bendel, a lipstick primer without collagen. DARE TO GO BARE: Bare arms are the order of the season, according to the June issue of Glamour magazine. Sleeveless outfits - in addition to the longstanding casual appearance of bare arms - gets dressed up for more formal occasions, pairing with classic Forties looks in dresses. A double-breasted outfit can also help dress up a sleeveless look. SPECIAL PACKAGE ON NAB: CONSUMPTION IS INCREASING: The popularity of non-alcoholic beverages is on the rise. Last year, NAB consumption increased 32% over 1990. And this year, sales are up 40% in the first quarter, says Ben Steinman, executive director of, Beer Marketer's Insights. Beer makers say better brewing techniques resulting in improved taste have bolstered the explosion. But for many drinkers, moderation plays a part. `TIME TO CUT BACK': "It's more of a response to my age and other social responsibilities," says Tim Finn, 33, Kansas City, Mo. "I don't want to drink two or three beers if I'm going to be driving. It's time to start cutting back." Maury Lane, 29, who usually drinks NABs, says, "I think non-alcoholic beers will be just as popular as (once "uncool") decaf is now," says Lane. `EVERYBODY WANTS IN': Thirty years ago, G. Heileman offered NAB Kingsbury, and it was the top seller until 1990, when "the big boys" of beer, Miller Brewing Co. and Anheuser-Busch Co., released Sharp's and O'Doul's, respectively. "Everybody in the industry wants to be selling a no-alcohol beer. It answers the issue that you're peddling alcohol to the public," says Randy Smith of G. Heileman. (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