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 Thu, May 21 1992 Date: Thu, 21 May 92 05:20:57 EDT Message-ID: 05-21 0000 DECISIONLINE: Trends & Marketing USA TODAY Update May 21, 1992 Source: USA TODAY:Gannett National Information Network TV VIEWERSHIP ON THE RISE: Network viewership rose in May, the second sweeps period increase this year, reversing a 15-year trend. "The positive trends for network television continue," following years of decline to cable and video, says David Poltrack, chief of CBS research. From May 1991 to this May, network TV's share of the viewing audience rose 1.7%, from 60% to 61%. MAY NUMBERS `MORE IMPRESSIVE': During February sweeps - quarterly periods that local stations use to set advertising rates - the network audience rose 1% to a 63 share, up from February 1991. May's numbers are "more impressive than what happened in February because there were no Olympics," says CBS' David Poltrack. Also in May, basic cable viewership was up 11% and Fox's audience share rose 18% from May '91. MANUFACTURERS SAY NO TO SALT: Americans have been subjected to conflicting advice on how much salt consumption is healthy, according to Gannett Health Works. Food manufacturers have responded to the salt debate with many products with low or no sodium. Today market shelves are filled with low-sodium soft drinks, canned goods, cookies and even baby foods. It would appear that everybody is consuming less salt. TRAVELERS FIND BLACK HERITAGE: Millions of tourists now are putting black historical sites in their travel plans as the South finally awakens to the cultural and financial benefits of touting black historic sites and civil-rights venues. "It's a trend, but we're just on the brink of it," says Wylie Whisonant, Alabama deputy commerce undersecretary. "It's refreshing to see people not trying to gloss over the past." PROMOTION IS `IMAGE BUILDER': The promotion of sites made famous in newsreels has been "a great image builder for the state," says Frances Smiley, black heritage coordinator for the Alabama Bureau of Tourism and Travel. "The national media (have) not been good to Alabama. We believe we're making a difference." She's among a new breed of progressive tourism officials who see the benefits in minority tourism. FEWER ABORTION PROVIDERS FOUND: More than a quarter of the nation's metro areas have no doctors who perform abortions, says to a study out Thursday. The Alan Guttmacher Institute report finds that in 1988, 70 of the USA's 305 metro areas - with 50,000 or more residents - had no abortion provider, up from 59 in 1980. The number of abortions annually - about 1.6 million - has remained steady the last decade. AIRLINES LOOK TO CUTTING COSTS: After losing $6 billion in two years, airlines are cutting costs. "There's a heightened focus in looking in every area" to cut costs, says one analyst. AMR Chairman Robert Crandall sounded the alarm at Wednesday's annual shareholders meeting. AMR's American Airlines may drop unprofitable routes or develop a "few-frills" service like successful discounter Southwest. APPLE MEMORY CAN HOLD A NOVEL: Memory in Apple computers has increased significantly since the original Apple I was introduced in 1976. That model had a memory of 4,000 bytes or about one business letter. The 1992 Apple Macintosh LCII has a memory of 4 million bytes, or one large novel. SPAS ATTRACT YOUNGER WOMEN: Spagoers are getting younger, according to a survey by the Phoenix Spa in Houston. The survey finds that clients likely are working women ages 24 to 45 with income ranging from $35,000 to $65,000. In 1985, the average spagoer was a non-working woman of 45 whose husband's income was $85,000-plus. Spa directors cite a shift in spa focus from pampering to health-focused programs. DEMAND FOR AUTOS DWINDLES: A dwindling demand for autos in Japan and North America, together with a strong yen, has hurt automaker Honda. The company says net income dropped 15% the latest fiscal year, hurt by the yen and competition. Net income dropped to $501 million the year ended March 31 from $589 million a year earlier. Strong currencies dilute the value of foreign sales for exporters. ADS RAISE CONSCIOUSNESS: Consciousness-raising is the goal of some of today's most riveting advertisements, reports the June issue of Mademoiselle. Esprit's "What would you do?" print campaign encourages involvement in causes like gun control and literacy. Benetton's provocative ads show flood survivors and dying AIDS patients - with no hint of cardigans. MARKETERS EYE BOOMER PARENTS: Here's a sure sign that boomers are focusing on the kids as they think about vacations this summer. Among the new toys out this season: Sheridan Infant Products has just introduced water-resistant Merri-Shades ($6.99) for tots ages 6 months-3 years. The soft, foam-filled frames bend, the headband has an adjustable Velcro closure and the lenses block out 95% of harmful rays. LIPSTICK IS SHEER FOR SUMMER: The summer's big makeup news: See-through lipcolor, reports the June issue of Glamour. The transparent color looks good with sun-touched skin and complements the season's sheer fabrics. Colors range from palest pinks to plum and raisin tones. Textures vary from highly glossy to almost matte. Safari Climate Response Lip SPF by Ralph Lauren contains a sunscreen. 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