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 30 1992 Date: Thu, 30 Apr 92 05:41:14 EDT Message-ID: 04-30 0000 DECISIONLINE: Trends & Marketing USA TODAY Update April 30, 1992 Source: USA TODAY:Gannett National Information Network HATS KEEP GROWING AND GROWING: Judging from these street scenes, mad hatters have taken over the Big Apple. In sunny springtime, hats - usually straw boaters or cotton caps - naturally pop up around the USA. But the latest headgear trend in New York's artsy Greenwich Village is noticeably more individualistic. And often downright odd. Trend trackers report that oversized headgear is, well, big. CAT HATS SELL: "We have been seeing this (big hat) trend for a while," says Irma Zandl of Xtreme. Among the best sellers at Greenwich Village's Antique Boutique are fuzzy Dr. Seuss "Cat in the Hat"-style hats. Other trendy toppers are the whimsical "Mad Hatter" top hats and oversized apple jack hats in Pucci, polka dot and floral prints. Many also showed up earlier this month on designers' fall runways. COMPUTERS TEST TV WATERS: Now that computers have become widely known consumer items, Intel Corp., Microsoft Inc. and Digital Equipment Corp. have decided to jump into the world of television advertising. That means more of those terms that make folks say "huh?" like "windowing software," "open systems" and "microprocessors" soon will be flowing into the USA's living rooms. (For more, see special Computer package below.) HOTEL ROOM COST TO RISE: Coopers & Lybrand Hospitality Directions predicts that the cost of a hotel room will increase as the industry begins to recover from overbuilding in the 1980s. Last year the average daily room rate was $59.08; projections for this year put the rate at $60.31. Estimated cost by 1994 is likely to be slightly more than $65. IBM, TIME WARNER COULD ALLY: IBM and Time Warner are negotiating a global alliance to link IBM technology with Time Warner's library of movies and shows and its cable TV systems, the Associated Press reported Wednesday. The venture could result in viewers calling up a movie from a library. Other possibilities include a move into the increasingly popular interactive field with educational programs and video games. WORDS OF WISDOM: There's a new line of greeting cards for people trying to take life one day at a time. The Hallmark Cards series offers words of wisdom for people recovering from addictions and for their families and friends. They're written in the jargon of 12-step groups but not endorsed by them. Hallmark is also selling related buttons, key chains, mugs and T-shirts. THE EIGHTIES ARE OVER: If television reflects popular culture, here's a clear-as-a-bell sign the Eighties are over. Forget "Wall Street." The latest sign of the times: "Love is Hell," from "Murphy Brown" creator Diane English. Susan Dey, Grace Van Owen on "L.A. Law," plays a down-on-her-luck character, formerly monied, who takes over a Manhattan dive. POPULATION EXPLOSION CONFIRMED: The world's population is exploding, posing danger of "economic and ecological catastrophe," the United Nations warned Wednesday. A new U.N. report said that by 2050, the world will have 10 billion inhabitants, nearly double today's estimated global population of 5.48 billion. Findings indicate that another 97 million people will join the world population each year for the next decade. CELLULAR REVENUES EXPECTED TO DOUBLE: Revenues for Cellular Services in North America will grow from $7.1 billion in 1991 to $14.2 billion by year-end 1996, according to the Cellular Services in North America report from Northern Business Information. The report, released Wednesday, predicts that this industry will more than double its installed base by year-end 1996, reaching 17.1 million customers. SPECIAL PACKAGE ON COMPUTER: GET VIEWERS WHERE THEY LIVE: Computer companies Intel Corp., Microsoft Inc. and Digital Equipment Corp. are jumping into television advertising, trying to get computer users where they live. Previously, the firms' advertising venue of choice was computer-industry magazines. That has all changed, now that computer software, chips and PCs have become widely known consumer items. UNIVERSE HAS EXPANDED: "The universe of people who would use our products has grown beyond PC WEEK and Personal Computing magazine," said Sarah Charf, group manager of public relations at Microsoft. Henry Heisler, corporate advertising manager at Digital, said advertising on TV is a must. "The market has grown dramatically for computer-literate people," he said. AD SPENDING SHIFTS: Evidence of the push into TV can be seen in a change in advertising spending. Digital is now spending about 30% of its advertising budget on television, Heisler said. Microsoft is reportedly spending $8 million on TV ads over the next four years. Intel would not disclose ad spending. Bill Ablondi of BIS Strategic Decisions said the best purpose for the ads is to build awareness. (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. 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