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 22 1992 Date: Fri, 22 May 92 05:21:01 EDT Message-ID: 05-22 0000 DECISIONLINE: Trends & Marketing USA TODAY Update May 22-25, 1992 Source: USA TODAY:Gannett National Information Network CARS WITH A KICK ARE BACK: Rollicking, roaring, rip-snorting automotive horsepower is back, and it's no secret why. "It's awfully fun," says Doug Naylor, 37, of Salt Lake City. He just bought a 1993 Mazda RX-7. He picked the car with the 255-hp engine because "it's a kick to drive. It's fun to have a car that moves when you want it to. ... If it were a dog, I wouldn't have bought it." (For more, see special Autos package below.) ADVERTISERS GO GLOBAL: Global marketing is the current rage among multinational corporations. Olympian Carl Lewis will carry the torch for Panasonic in advertising seen around the world. Panasonic parent Matsushita paid $17 million to be a worldwide Olympic sponsor. Lewis will push its camcorder and flat screen television in ads to air in 30 countries during the Games. ADS SHOULD BE THE SAME: Says Panasonic's Bob Greenberg, "The more affluent people are the people who buy our $2,000 television sets." He says it "just doesn't make sense" for such folks to see different kinds of advertising for Panasonic in JFK or O'Hare airports than in Orly or Heathrow airports overseas, which is one reason Panasonic and others are turning to global marketing. SMOKING SNUFFED OUT FASTER: Smoking is declining faster in the USA now than at any time since tracking began in 1955, a government study reports Friday. Social pressure, health risks and cost led to the USA decline, says Gary Giovino of the Centers for Disease Control. Smoking has gradually declined from 40% in 1965 to 25.5% in 1990. It fell about 0.5% a year from 1966 to 1987. It has fallen 1.1% a year since. HOTELS SLICE STAFF: ITT Sheraton is joining a hotel industry trend toward leaner management in laying off 400 employees. The layoffs include many senior and middle managers. Sheraton says the move will save $50 million a year and improve communications. Most other hotel chains have made similar moves. Hyatt last year cut 700 corporate positions, or 1.3% of its staff. Marriott has cut 2,000 jobs. HYATT MIMICS COMPETITION: Hyatt, following Marriott and Sheraton, has become the third big hotel chain to adopt airline-style prices. Hyatt on Thursday introduced a 21-day advance purchase rate for its non-resort hotels. Guests who pay certain discount rates can buy an upgrade to a Regency Club concierge floor room for $25 more on the day of arrival, if a room is available then. CALIFORNIANS KEEP IT SHORT: According to the Automobile Club of Southern California, this year's local travelers will be opting for more frequent three to four day "mini" vacations to less crowded destinations. "We're up 4% over last year in our short-term vacation bookings. That represents more than 54,000 booked this year," explained Frank Eastvedt, the Auto Club's touring services manager. WHITE IS CLASSIC: White is making a return this summer, but the emphasis in fashion this time is on classic and menswear-inspired styles. Pair oversized white button-down shirts with the long, button-front or slit colorful skirts of summer or wear all-white with a nearly-sheer sweater and '40s-inspired wide silk trousers. TRASH HITS THE BEACH: The Center for Marine Conservation reports that volunteers at its annual beach cleanup found 8,280 syringes. That's up from 3,738 in 1990. The most common item found on beaches was cigarette butts, although larger objects such as a refrigerator and a car have been found. Boats, including luxury cruise ships, were cited as a major source of trash. SPECIAL PACKAGE ON AUTOS: READY FOR SOME SERIOUS CAR: After years of wimping around in four-cylinder econoboxes, licking their recessionary wounds and fretting over job security, consumers who've survived are ready to kick some asphalt. Many also are eyeing larger cars that require more horsepower. Automakers saw the shift coming and now are spending billions of dollars on new engines to exploit consumers' lust for horses under the hood. CARS CLEANER AND MORE POWERFUL: Automakers' brawny, new-generation power plants average twice the fuel economy of 1960s engines, with just 4% of the pollution that came out of those behemoths. Together with today's cheap gas, it's a seductive alchemy. Just a decade ago, experts obsessed with oil shortages predicted $3-per-gallon gas and three-cylinder shoe boxes. But it's not happening. BOOMERS JUST WANT TO HAVE FUN: "Baby boomers in middle age are looking for some excitement," suggests industry analyst Tom Galvin. Companies, he says, have for so long pushed aerodynamic styling that "now it's time to move under the hood." And in a car market running just 5% ahead of last year, check out the classic Detroit muscle. Chevy Camaro sales are up 43% from last year, Ford Mustang up 21%, Pontiac Firebird, 7%. (End of package.) ADVISORY: Decisionlines will not be published Monday, May 25, in observance of Memorial Day. Decisionlines will resume publication on Tuesday, May 26. 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. 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