MARKETS OF THE SIXTIES by Editors of Fortune


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The prospects are pleasing-- and this series of articles on what we may expect once we turn the corner of the next decade is a successor to The Changing American Market (1954) and full of fascinating findings and projections. Since how we will spend our money will be a reflection of how we live, it offers a prospectus of social as well as economic significance. There is a statistical look at babies, marriages, family size, with the likelihood that teen-agers will be the biggest market, for food, second telephones, second TV sets, and second cars. There is a preview of the technology of the '60's, space, medicine, appliances, metals; of the economy- a rising productivity; of the uses to which an expected $750 billion will be put ($900 per capita); of how the discretionary dollar will be spent; of status and the blurring of distinctions in a rapidly homogenizing society; of taste in food- books- etc.- all upgraded too; of housing- the ""business of the home will be big business indeed""; ordinary expenditures, cars, public transportation. All in all- there is a cheerful conclusion to be drawn- the ""whole quality of American life"" will go up.... As to be expected from the staff of this magazine, the pieces are excellently researched and entertainingly written.

Pub Date: Feb. 3rd, 1959
Publisher: Harper