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, Jun 12 1992 Date: Fri, 12 Jun 92 05:19:42 EDT Message-ID: 06-12 0000 DECISIONLINE: Trends & Marketing USA TODAY Update June 12-14, 1992 Source: USA TODAY:Gannett National Information Network TIME FOR ANOTHER TOY CRAZE: Every year seems to bring a new must-have toy, from Pet Rocks to Cabbage Patch Dolls. But this season's toy of choice, the SuperSoaker, is holding on to impressive sales for the second year -unusual in an industry where toys that sizzle often quickly fizzle -and is generating as much controversy as sales. Not only that, it's a crossover success. Adults love the water weapon. (For more, see special Soaker package below.) MAGAZINES LOOK TO BOOKS: There appears to be a movement in the magazine industry toward books as a topic. Current Books magazine makes its debut this week, offering the busy reader an opportunity to browse at home. Six issues cost $14.95. Write P.O. Box 34468, Bethesda, Md., 20827. And Random House now has the second issue of At Random available. The magazine, free in bookstores, promotes the company's books. IN-LINE SKATING SOARS: In-line roller skating now has about 7 million adherents and is one of the fastest-growing sports of the time, according to the National Sporting Goods Association. Participation increased 100% from 1990 to 1991. The trend is not only recreation, it's terrific exercise, as are two other fast-growing sports. Aerobics increased 11.5% from 1990 to 1991 and exercising with equipment jumped 10.9%. AD PAGES ARE UP: May was a good month for magazines. The Publishers Information Bureau says ad pages were up 5.6% over May 1991. James Guthrie of the Magazine Publishers of America notes that May 1991 was particularly weak. For the first five months of the year, ad pages are up 0.4%. HOMES FOR SALE SKYROCKET: If more for-sale signs seem to be appearing on the lawns of neighborhood homes, it's probably true. The number of houses for sale has increased 8.7% since the beginning of the year, according to figures from the National Association of Realtors. It's not unusual for inventories to rise, especially in spring. But numbers are particularly high now. In April, inventory hit 2.75 million. MORE VIEW IT AS BUYER'S MARKET: The number of homes for sale is on the rise, up 8.7% so far this year. One reason: The growing perception of a buyer's market. Sellers see lower rates and economic improvements and decide that now is the time to move. In Buffalo, "Our multiple listing book (is as fat as) a phone book," says Century 21 franchise owner Lynda Mason. Mason says she's never seen more homes for sale. GOVERNMENT PAY GAP WIDENS: The gap between the average U.S. salary and congressional salary is widening. In 1967, the average private-sector salary was $5,296; for Congress, $30,000, for a gap of $24,704. In 1991, the average private salary was $18,425; for Congress, $130,100 - a gap of $111,675. TEEN UNEMPLOYMENT AT NEW HIGH: Teen-age unemployment last quarter was higher than it's been since 1983, after the 1981-82 recession, according to the Labor Department. In the first quarter of 1992, unemployment for 16- to 19-year-olds was 19.6%, up a full percentage point from 18.6% in 1991 and a noticeable jump from 1988-1990, when the unemployment rate hovered around 15.26%. PROSTATE CANCER CLAIMS MORE: The number of men, particularly black men, who die from prostate cancer continued to rise from 1980 to 1988, says a Centers for Disease Control report out Thursday. Deaths among black men increased 5.7% compared with 2.5% among white men. Blacks have fewer cancer screenings and less access to more expensive and sophisticated tests and treatment, says CDC's Ron Aubert. SPECIAL PACKAGE ON SOAKER: SUPER SOAKER HERE TO STAY: The Super Soaker was born in 1990 and originally christened the Drencher. It brought in about $47 million in revenue and analysts say it may do twice as well this year. A second-year hit is a reason to party in the toy industry. Often, hot toys fade quickly - example, Bart Simpson dolls. But success is bringing controversy, another characteristic of super-successful toys. HOT TOYS CAN BRING CONTROVERSY: The water gun has translated into real-gun incidents. In one case in Boston, a man enraged by a dousing from a Super Soaker fetched a real gun and shot the Super-Soaker shooter. The Hula Hoop, in 1958, sparked articles on back injuries. Cabbage Patch dolls prompted psychologists to speculate that adopted children might question the origins of their own births. ADULTS ARE GRABBING THE GUNS: One indicator that the Super Soaker could have staying power is its success in older markets. The toy is especially hot in college towns. The Sharper Image, which sells adult toys, says the Super Soaker is a hit. There's even a vest to store spare water - in adult sizes only - available. And there's competition. Top-level toymaker Tyco has a Super Saturator on the market. (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