Word: less
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Dates: during 1950-1959
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While the local participation means an easier way through local prejudices, it also means taking on headaches. Biggest is the expectation of high returns by local investors. In an area where investment firms guarantee 8% and manufacturing profits sometimes top 50%, investors are loath to accept less, and dislike U.S.-type management, which believes in building up large reserves, plowing profits back into expansion. Nevertheless, the investors seem to be swinging around to the U.S. concept. In Brazil, where U.S. owners in 1945 held 95% of the stock in 67 companies, today they hold 95% in only 17 companies...
...audience uneconomically scattered across a vast land. But the government recognizes the merits of competition, and a new Board of Broadcast Governors (TIME, Nov. 16) will soon begin licensing private-enterprise second stations in all major cities. CBC President Alphonse Ouimet, 51, whose $17,000-a-year salary is less than one-sixth as much as NBC's President Robert Kintner's, expects to clear only $40 million in advertising revenues this year, and Parliament will have to make up the rest of CBC's $75 million budget (v. $37 million for Britain...
This ingenious approach was first tried five years ago in New York by a onetime publicity man named Herbert Muschel. With less than $10,000 in capital, Muschel launched PR News Association in Manhattan, a publicity wholesaler that took copy from commerce and industry and moved it-for an annual membership fee of $25, plus a daily charge of $15 for transmissions-over printers installed free in newspaper offices, broadcasting stations and other communications outlets that permitted the installation. Today Muschel has more than 700 paying customers-among them General Foods Corp., Kaiser Industries Corp. and the American Heart Association...
...time-that their teen-age audience has begun to walk out on them. The popularity of rock 'n' roll began to slack off about a year ago, and stations that once blared Splish Splash, Dream Lover, Hey, Little Girl and High School Sweater have started turning to less frenzied numbers such as Delia Reese's Don't You Know and Johnny Mathis' Misty, plus the effusions of such reformed rockers as Paul Anka, Bobby Darin, Brook Benton. Back into pop records went the sound of shimmering strings, down went the beat...
...Gallup poll asked that question across the U.S., published the result this week. Two out of three people, reported Gallup, believe that the ad pitches they hear on TV make phony claims. The poll also showed that the more education a viewer has, the less likely he is to believe what the advertiser tells...