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As Gartzke gropes to keep volumes up, he has a happier problem to ponder: $140 million in cash.
"The pressure at Coke was huge for every division to keep volumes growing, and they understood that this is what they had to do to make their numbers," he says.
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"When you have a unique vehicle, the novelty tends to wear off fairly quickly so you have to keep variety coming to keep volume up".
Their plan, Mr. Greenfield-Sanders said, is to keep churning out more lists of people — women, Hispanics — but to keep Volume 1's look and template.
One delaying factor could be that the auto companies in recent years engaged in major discounting, particularly in sales to rental car companies and other corporate fleets, to keep volume up.
Says Coors' George Mansfield: "People reduce prices to keep volume up, so everyone's losing money.
And if Detroit can eliminate from contracts with the United Auto Workers the ban on closing plants, it will have less pressure to keep volume up.
"For all I know she's mad at me for keeping the letters," said Mr. Peavoy, a pack rat who says he has kept volumes of letters from friends over the years.
For a number of years, the magazine even kept volumes and booklets of its advertisements to show clients, like the one you see above.
In Baja California, where about 75% of Mexico's 3,600 hectares (8,900 acres) of vines are planted, water is scarce, which keeps volumes low and prices high.
That kind of activity has kept volume on the New York Mercantile Exchange near normal levels, Mr. Wolkoff said.
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