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, Aug 14 1992 Date: Fri, 14 Aug 92 04:30:56 EDT Message-ID: 08-14 0000 DECISIONLINE: Trends & Marketing USA TODAY Update Aug. 14-16, 1992 Source: USA TODAY:Gannett National Information Network RADIO FANATIC FINDS NICHE: In 1972, Art Vuolo published the first RadioGuide, a brochure that lists radio stations and their formats for markets across the country. Twenty years and 77 million RadioGuides later, 47-year-old Vuolo, now president of the two-man RadioGuide People in Southfield, Mich., is convincing advertisers that his product is an effective, inexpensive niche medium. (For more, see special Radio package below.) MORE AGENCIES MONITOR FARES: A growing number of travel agencies are using their computers to monitor the fares and features being offered by the airline reservations systems, says a study by Travel Weekly. The study, conducted by Louis Harris and Associates, found that 50% of agencies use special software programs that check and recheck air fares booked by the agencies in order to grab lower fares. FEWER PEOPLE WATCHING BASEBALL: Ratings for CBS' Saturday baseball telecasts fell to an all-time low of 3.5, a 26% drop in two years, which gives Commissioner Fay Vincent ammunition in his quest to cut back superstation telecasts. But superstations were carrying about as many games when baseball signed its deals with CBS and ESPN. ESPN games have a 1.6 rating, while superstation TBS gets a 2.2 for its Braves' telecasts. MORE WOMEN WILL STAY ON THE JOB: Household finances in the 1990s are forcing many women to stay on their jobs. It now takes more than one earner to maintain the average household's standard of living. The Bureau of Labor Statistics predicts that the labor force participation rate for women aged 25 to 54 will grow 82% by 2005, up from 74% in 1990. PAY-PER-VIEW OYMPICS MAY RETURN: Contrary to earlier reports, Dick Pound, chairman of the International Olympics Committee's TV negotiating committee, says pay-per-view is an option for the 1996 Atlanta Games. "We'd consider cable, pay-per-view or other forms of distribution," he says, "as long as the primary method of telecasts is over-the-air broadcast TV." NETWORK GOES AFTER MALL SHOPPER: Lifetime plans to debut its third original half-hour game show on Oct. 5 at 1:30 p.m. ET:PT. "Born Lucky" will be hosted by Bob Goen. The show will give shopping mall visitors a chance to compete in a series of timed contests. MEDICAL COSTS CONTINUE TO RISE: Medical care costs, which rocketed in the 1980s, rose 0.5% in July, the Labor Department reported Thursday. July's figure, the fifth straight monthly price hike of 0.5% or less, has economists predicting that medical costs could rise as little as 7.2% this year, well below last year's 9.4% increase. SPECIAL PACKAGE ON RADIO: STATIONS PROMOTE GUIDE: This week's Advertising Age reports the front of each RadioGuide features "signage" promoting the sponsor; a radio station in each market that promotes the guide over the air in exchange for a format-exclusive listing; and the point of distribution, often a convenience store, gas station or fast-food restaurant. GUIDE TARGETS FORMATS: This year, more than five million RadioGuides will be produced, generating an estimated $250,000 in revenue. Among them are 300,000 Rock RadioGuides detailing rock stations and formats nationwide, three million radio dial cards in Avis rental cars in 24 markets, and in September, the first Rush RadioGuide, listing stations carrying the "Rush Limbaugh Show." MARKETING EFFORTS GROW: The company's biggest effort was the 1987 Rock RadioGuide, sponsored by Baby Ruth, then a Nabisco brand. For just under $200,000, Baby Ruth placed an ad with a coupon in 5.3 million RadioGuides distributed in 81 markets and got the rate card equivalent in $1 million in on-air promotion. Coupon redemption rate was 70% over the normal rate for free standing inserts. (End of package.) Trends & Marketing Editor: Michele Coleman. (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