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"It's like a big Category 4 hurricane coming through.'' Mr. Yingling, not surprisingly, has had a whirlwind couple of weeks.
If it's going to be a big category quickly, big brewers are going to be much better at it than we are.
"It was in that period that we realized that vitamin ads did well for us, and we realized that health is a big category for us," he said.
Fewer tobacco ads, historically a big category for Rolling Stone, made for a punishing year in 2001, although ad revenues so far this year, compared to the same period last year, are up 6percentt.
These can vary a great deal: alcohol sales are largely banned in America, for instance, but wine is a big category on eBay's French website.As the company spreads across Europe and Asia, it usually does so by buying what Mrs Whitman calls "baby eBays", local imitators who help pioneer the concept.
Vodka is "a big category, at 9 to 10 million cases shipped a year, so there's always plenty of room to grow," said Frank Walters, senior vice president and research director at M. Shanken Communications in New York, who oversees the company's annual report on liquor brand performance, known as Impact's Spirits Study.
Similar(46)
There isn't a bigger category than gaming in all of entertainment".
"Are we in a standalone category or a feature of a bigger category?" It could turn out that Apple subsumes fitness tracker capabilities into the smartwatch or smartphone in much the same way Microsoft crushed the word processing, spreadsheet and presentation software categories when they popularized Microsoft Office.
An assistant site merchandiser, for instance, might become the merchandiser for a small category of products and then a bigger category, then an entire site.
"This is becoming a very big category," said Steven Robins, an analyst with the Yankee Group, a technology consulting firm.
"This is a big, big category," said Zhao Chunming, an Internet analyst at the Susquehanna International Group.
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CEO of Professional Science Editing for Scientists @ prosciediting.com