THE ROBOTS ARE COMING

• Document Type: CREST
• Collection: General CIA Records
• Document Number (FOIA) /ESDN (CREST): CIA-RDP90-00845R000200850004-9
• Release Decision: RIFPUB
• Original Classification: K
• Document Page Count: 122
• Document Creation Date: December 22, 2016
• Document Release Date: June 28, 2010
• Sequence Number: 4
• Publication Date: June 1, 1980
• Content Type: OPEN SOURCE

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Warning: The Surgeon General Has Determined
That Cigarette Smoking Is Dangerous to Your Health.
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How we made Ma&son Awme the
l~ street in America..
We are America's advertisiLigAgm-cy
Bozell & Jacobs started with a
simple concept: to become an adver-
tising agency for all of America. For
NewYorkers. For Texans and Califor-
nians and for the whole Midwest.
We could see America grow-
ing, expanding, building, becoming
mighty urban and suburban markets.
At first slowly, then with increas-
ing momentum, Bozell & Jacobs
grew with a growing America. Not
just on the East and West coasts, but
in many key locations in between.
Today, as we face the new
decade, we face it prepared. The
Bozell & Jacobs concept has become
reality.
At Bozell & Jacobs, "Madison Avenue"
is three thousand miles long.
It stretches from Minnesota to
the Texas panhandle, from the Atlan-
tic to the Pacific. Bozell & Jacobs
comes from NewYork, from Chicago,
from Dallas, from Omaha, Atlanta
and Minneapolis.We come from Los
Angeles and Union, New Jersey, from
Phoenix and Palo Alto, Milwaukee
and Houston.
In all, Bozell & Jacobs has 13
offices in America, and there isn't an
ivory tower in one of them. We are
right where our clients' sales are made.
We know that America isn't just
a few major markets. It is an immense
and infinitely various blend of tastes
and preferences, ages, styles, motiva-
tions and aspirations, of hopes and
dreams.
To reach out and touch this
diversity takes a special kind of crea-
tivity. Creativity is today's instinct bet-
ting on tomorrow's response. And,
because of who we are and where
we are, Bozell & Jacobs has just that
much more sense of what is really
happening in the huge, changing
marketplace that is America today.
That's why we are what we are.
The last decade has proved dra-
matically that what we are, works.
The next decade is going to be
better. Much better. For us. For our
clients. And, we hope, for you.
Bozell &Jacobs v iternational
Atlanta, Chicago, Dallas, Hamilton, Houston, London, Los Angeles, Milwaukee, Minneapolis, Montreal, New Jersey,
Newport Beach, New York, Omaha, Palo Alto, Phoenix, Toronto
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 Approved For Release 2010/06/28: CIA-RDP90-00845R000200850004-9
MAY/JUNE 1980
VOLUME I NUMBER 2
To evoke the sophistication of today's
robots, photographer Al Satterwhite posed
this PUMA 500 with an egg in its gripper.
4 WHO'S NEXT
7 EDITOR'S NOTE
8 LETTERS
10 THIS WAS NEXT
20 FUTUREMAKERS
Six With A Passion for
Earthquakes
By Carl Proujan
28 IN FUTURE
The Last American Family
By Amitai Etzioni
93 DIVERSIONS
First You See It ...
By Paul Dickson
I I I BOOKS
Kenneth C. Crowe on
Financial Invasion of the U S.A.
113 VISIONS
By Wayne McLoughlin
1 14 NEXT & LAST
The Risks of Our
Technological Ignorance
By Joseph F. Coates
DEPARTMENTS
13 YOUR MOVE
81 TECHNOLOGY
85 SOCIETY
89 WORK
95 THINK TANKS
99 EDUCATION
104 HEALTH
109 PATENTS
NEXT
30 THE ROBOTS ARE COMING,
THE ROBOTS ARE COMING
BY FRED REED Funny little fellows out of Star Wars they're not, but these
robots know what they're doing (some can even see) and, best of all, say
their employers, they work three shifts without funny looks.
40 THERE IS AN ALTERNATIVE:
HUMAN SCALE
BY KIRKPATRICK SALE For all things there is a proper size. Until we
understand that, the author maintains, all our solutions will just create
problems.
50 FELLINI'S ONCE AND FUTURE WOMAN
BY MELTON S. DAVIS To illustrate prospects for relations between the
sexes, the noted Italian filmmaker puts his hero in a city populated and
governed by women. It's an extravagant conceit, but men may not find it a
pretty picture.
58 IF THE INFLATION RATE
TOPS 25 PERCENT .. .
BY LAWRENCE FARBER What was extremely unlikely only months ago
now looms as a real-and chilling-possibility. What would your life be like
in a superinflated economy? The answers may surprise you.
64 DESIGN THAT SPEAKS FOR THE 80s
BY VICTOR PAPANEK Twelve products that are not only the best of their
kind, but also express the lifestyles and values of the new decade.
70 THIS MAN REALLY BELIEVES IN FREEDOM
BY DENNIS BAILEY He's the presidential candidate of the Libertarian
Party, which, believe it or not, is now our third largest. If it's not the party of the
future, at the least it should influence future party platforms.
76 BIG MING MEETS BIG MAC
BY RICHARD LINGEMAN A 1986 scenario of the Americanization of
China: The new premier climbs to power on the success of junk Food
restaurants in Shanghai Harbor.
NEXT Copyright ? 1980 by Litton Magazines. Inc Published by Next Publishing Company All ightc eseived Reps nductinn in
whole or in part without written permission of the publisher is prohibited
NEXT (ISSN #0163.4593. USPS #514.790) is published every other month (6 times annually) I, Next Publishing C on,pan.
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Minnesota
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NEXT
WHO'S NEXT
Editor
A.J. Vogl
Publisher
Carroll V. Dowden
Executive Editor
Judson Gooding
Managing Editor
Molly McKaughan
Design Director
Steve Phillips
Staff Editors
Warren Boroson (special projects)
William H. Ryan (articles)
Karen L. Saks (assistant managing
editor)
Art Director
Lester Goodman
Staff Writer
Richard Conniff
Researcher
Karen Braeder
Staff Assistant
Libby Botwick
Correspondents
Boston: John Sedgwick, 53 Joy Street,
Boston, MA 02114; Chicago: Civia
Tamarkin. 503 West Briar Place,
Chicago, 11. 60657; Houston: David C.
Lee, 10138 Emnora, Houston, TX 77080;
Los Angeles: Jim Schefter, 24222 Park
Street, Torrance, CA 90505; San
Francisco: Charlotte K. Beyers, 330
Santa Rita Avenue, Palo Alto, CA
94:301: Washington: Fred Reed, 1527 N.
17th St.. Arlington, VA 22209; Paris:
Alexandre Dorozynski, Quartier du
Gres, 13210 St. Remy de Provence,
France
Editorial Production
Joseph Coleman
Mary Meade Christensen
Dolores Baumann
Text Processing
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Advertising Director
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Advertising Managers
William G. Battista (Detroit)
Jeffrey D. Diskin (Midwest)
Patricia B. Garnish (New England)
Jilda Manikas (West Coast)
Circulation Director
S.O.J. Spivy
Promotion Director
Elaine Stern
Administrative Assistants
Barbara L. Roman. Denise Schweffler,
Joanna Vitolo
Manufacturing
Leonard H. Habas
Ralph G. Peluso
Advertising Production
Herbert Linden
Aline P. Lodge
Fred Reed, our Washington
correspondent and Patents editor, need
not worry that robots will ever put
him out of work. The so-called
"programmable manipulators" may
eventually learn to type, but they'll
have a hard time matching Reed's
other journalistic skills, which include
a broad knowledge of science (he was
recently studying vertebrate anatomy
and rereading Kittel's Thermal
Physics), real enthusiasm (his first
encounter with intelligent machinery,
a school computer, was "love at first
sight"), and the ability to write with a
lucid, personal style. See his "The
Robots Are Coming, The Robots Are
Coming," page 30.
Reed started out in 1973 by
persuading his local paper to let him
pay his own way to Israel as a war
correspondent. Since then, he's
worked his way up to the op-ed page
of the Washington Post. In his spare
time, he's helping build a harpsichord
for his wife. It's a chore, he says, that
might cause a robot's brain to boggle.
Kirkpatrick Sale writes about
problems that make human brains
boggle. In addition to "There Is An
Alternative: Human Scale," page 40
(adapted from his forthcoming book,
Human Scale), he has boggled brains
before with Power Shift: The Rise of
the Southern Rim and Its Challenge to
the Eastern Establishment, the book
that thrust the Sunbelt into the
national consciousness, and in SDS, a
1973 history of the Students for a
Democratic Society. He also works for
a number of social change
organizations (all appropriately small
scale), and is active as vice-president
of the PEN American Center, which
promotes international cooperation
among writers.
While Sale gives us the political and
philosophical side of human scale, Vic-
tor Papanek lets us see it and hold it in
"Design That Speaks For the 80s," page
64. Papanek brings two disciplines, ar-
chitecture and anthropology, to the sub-
ject, and they have served him well. I lis
best-known book, Design For the Real
World, has been translated into 23 lan-
guages and is the most widely read book
on design in the world. He has lived,
taught, and worked in 13 countries, and
is now senior design consultant to the
World Health Organization and to Volvo
in Sweden. He also chairs the depart-
ment of design at the Kansas City Art
Institute.
Finally, we're privileged to be
able to tell the truth about the secret
life of Richard Lingeman. the author
of "Big Ming Meets Big Mac," page
76. Better known as executive editor
of The Nation and as a former editor
and reviewer for the New York Times
Book Review, Lingeman has for more
than 15 years been it pseudonymous
Sinologist. "I can now reveal for the
first time," says Lingeman. "that I was
co-author of a classic in the field
entitled The Red Chinese Air Force
Sex Exercise and Diet Book. Relying
on "confidential CIA reports leaked to
all the major dailies." Lingeman,
Marvin Kitman, and Victor Navaskv,
then co-editors of a political satire
magazine called Monocle, published
the tract under the inscrutable cover
identity of William Randolph Hirsch.
Noting the Supreme Court's recent
decision to punish former CIA man
Frank Snepp by confiscating royalties
he earned writing about the agency.
Lingeman emphasizes that none of the
co-authors has ever been it member of
the CIA. He says he's anxious that the
children of the three "grow up
knowing their fathers were clean. As
for the royalties on the book. which
totaled something like 35 cents, the
CIA is welcome to them." Lingeman
has a new book due soon from C.P.
Putnam's called Small Town America.
He says he'll keep those royalties for
himself. ^
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An Apple personal computer can also be your private
financial counselor. It can examine planned investments.
Monitor the household budget. Compute your taxes. There's
even an optional hook-up that can connect it via telephone, to
what's happening on Wall Street.
as you'd like to be, starting with your own personal
computer at home is a good way to get involved.
If you already use a computer on your job, having one at
home solves the problem of waiting in line to use the big one
at work. Develop your scientific, engineering and business
programming ideas in the evening.
Then dazzle them on the job in the
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not what it does, but what it is.
And that is an exciting and
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special color in the glass to shield our &Ikaj* h n
Every step we take, we taker v"_~ ~~te
\X4NE
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After looking through NEXT's Premiere
Issue, some readers have asked me about
our politics. Apparently the first issue left
them a bit confused about where we stand
and what we stand for. However, that
didn't stop them from trying to label or
pigeonhole us.
There were some who were convinced
we were conservatives. For evidence they
pointed to our piece on cars versus mass
transportation, in which an economics pro-
fessor challenged the conventional wisdom
that mass transit is the wave of the future.
As for his argument that giving every Los
Angeles commuter a small car would be
both cheaper and more energy-efficient
than building a mass-transit system for the
city-well, they said, the man's kidding,
isn't he? No, although he didn't kid himself
into thinking his proposal would be taken
seriously. But however his views might be
taken, there were readers who felt they were
decidedly unenlightened, unrealistic, and
(most damning of all) unliberal.
On the other hand, I got some letters
regarding my conversation with Bill
Moyers that accused Moyers (and me) of
being too liberal-knee-jerk liberal, if that
description still enjoys currency. That rath-
er surprised me, because Moyers criticized
Democrats (and President Carter) just as
much as Republicans.
To make pigeonholing still more diffi-
cult, in this issue we have Kirkpatrick Sale
("There Is An Alternative: Human Scale")
calling for an end to bigger-is-better govern-
ment and the "technofix" solution to our
problems. But Joseph F. Coates, our guest
columnist for Next & Last, argues that our
problems with technology can't be solved
without government help, even though the
mess we're in has resulted from the govern-
ment's ineptness in managing technology.
Then there's Karl Hess, who presents a
real dilemma for pigeonholers. Hess, our
book reviewer for the Premiere Issue, was
once a speech writer for Barry Goldwater.
(He's credited with Goldwater's infamous,
"Extremism in the defense of liberty is no
vice.") Hess has said good-by to speech
writing, has become a welder, and is now
committed to making small communities
work. He has also become loosely identified
with the Libertarians, a third party that
believes strongly (fanatically, I'm tempted
to say) that the less government the better.
The reason I bother to explain this is
that we have an article about Libertarians in
this issue and Karl Hess is mentioned in it.
As a result, I'm sure somebody out there is
going to ask whether we've become the
mouthpiece for the Libertarian Party. The
long answer to that question lies in the
article itself. The short answer is no.
The tracks of the future beckon. Some
will lead to deadends. Others will take us
closer to our goals-making tomorrow per-
tinent to your life today,
suggesting alternatives,
making you think about
things to come. Traditional
politics just aren't very rel-
evant in deciding which Editor
tracks to follow.
NEXT 7
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LETTERS
Compliments
My first issue of NEXT just arrived. And
I must take time off from my patients
to tell you that out of all the magazines
I have ever taken (and I currently
subscribe to 40) this is the only issue
which I read from cover to cover. It
does indeed tell you what is coming
next. I shall have to file every copy for
future reference, instead of giving it to
the local library or hospital.
Dr. G.E. Perry
Reedsburg, Wisconsin
The Premiere Issue of NEXT was great!
Too great, in fact. There was so much
interesting material packed between
the covers that I got a bit
overwhelmed. I feel like I just read
Thanksgiving dinner.
Joy Imboden
Oakland, California
I'm sure Alvin Toffler would applaud
your attempt to anticipate and
understand the future. The net result
for your readers should be an
improved ability to cope with those
changes which will directly affect our
lives. As an employee of a bank, I have
come to appreciate the fact that the
future belongs to those who can best
forecast and adjust to it.
Robert Schwarzberg
River Vale, New Jersey
Reindustrialization
Amitai Etzioni's column is right on
target in predicting the reindustrializa-
tion of the U.S. in the 1980s. An
upsurge in capital investment in the
primary and secondary sectors is
already under way, and substantial
improvements in R & D spending are
on the horizon. Let's hope that
management faith in America will be
matched by a corresponding effort
among employees to restore our
leadership in output and technology.
L. Clinton Hoch
South Orange, New Jersey
The premise Etzioni accepts is
frightening in its implications. He
assures us all, like a strong father, that
austerity and self-discipline will lead
us back to the days of a "strong
economic infrastructure," which
depends on "abundant cheap
energy." But what he is really talking
about is an economy of scale so
massive as to grind out the hope that a
few of us will make it through the
20th century alive. I mention hope
because it seems to be a word absent
from his lexicon.
There are promising
developments in the energy field that
can and should be developed by
private citizens. The technology is
there. I can cite three examples: (1) a
backyard solar-energy device that
would allow denizens of the West and
Southwest to unhook their utility lines
for much of the year; (2) a
revolutionary device that utilizes low-
grade ground heat to run a generator
and produce electricity; and (3) a
device for producing ethanol (a
gasoline substitute) that operates very
much like an old backwoods still.
Leonard Hendrickx
Redondo Beach, California
Futuremakers
The true "seers" into the world's
doubtful future are those who measure
what we have remaining and who
compute how long it will be before
our resources are gone.
The self-appointed "futurists"
interviewed in your first issue are
mostly venting gas while our oil
disappears. They talk in terms of
"Karma yogi," "mobility and
fluidity," "abundance," and
"globalism." Hard-nosed, realistic
thinkers such as Jacques Cousteau tell
us that the Mediterranean Sea is dead
and fishless, and that the Sargasso Sea
in the Atlantic is a wasteland
composed of blobs of petroleum glop.
We must listen to such pragmatists as
Barry Commoner, Frances Moore
Lappe, and Cousteau in order to
survive. Brave new worlds are for
Huxley enthusiasts, not for parents of
children.
David Binger
Mt. Kisco, New York
Hurrahs for Mass Transit
Ben Pesta's article "The Car: Is There
Any Other Way To Go?" is shallow
and nonsensical. Mr. Pesta flies in the
face of every recognized authority in
his assessment of future transportation
trends, and sounds too much like a
public relations "expert" for the auto,
rubber, and oil industries to be taken
seriously. Perpetuation of the past
mistakes in city and suburban
planning would hardly seem to be the
way of improving the lot of our cities,
particularly in view of the increasing
cost of oil, increasing pollution, and
increasing congestion. Lengthy quotes
from obscure academics and
generalizations based on questionable
statistics do not obscure the fact that
highway costs are equal to if not
greater than rail-transit-line building
costs. In addition, Mr. Pesta never
even considers where he would store
all the hundreds of thousands of cars
he would have Americans commute
in. I hope future treatment of
transportation in NEXT will be more
rational.
Thomas Flanagan
Philadelphia, Pennsylvania
What funding has been doled out
to mass transit has been fought over by
intercity buses, Amtrak, and local
transit services. Much of it has gone to
isolated extravaganzas such as BART.
Before we conclude that the gas
guzzler is the only way to go, we must
give mass transit the money it needs to
demonstrate that it can and does
work.
Chi Mo
New York, New York
Ben Pesta has the order of the "anti-
car chorus" wrong. First there was
Lewis Mumford, then Jane Jacobs.
Next I came along, and much later
came Ralph Nader with his book
Unsafe At Any Speed, the title being a
direct quote from my book The
Insolent Chariots, although he failed
to mention this fact.
John Keats
Syracuse, New York
The Diversion of Quibbling
Prediction-even in fun-requires
both feeling and logic, along with an
instinct for knowing which one to
apply in any given situation. Paul
Dickson's forecasts ("Diversions")
seem a bit off to me. The average
person doesn't give a damn about
aesthetics in everyday objects. All he
wants is practicality. You and I may
tire of felt tips and long for the
fountain pen, but the suburban
housewife hates ink stains. And if city
and suburban dwellers already find
bicyclists eccentric, why should they
take to tricycles? Hand ice-cream 0
8 NEXT MAY/JUNE 1980
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makers may stage a nostalgic
comeback, but they will be short-lived
as soon as people find how much work
they are. Ditto spritzer bottles with
COa cartridges.
Ed Rehmus
San Francisco, California
1 Wish I Hadn't Said That
Both my accurate and inaccurate
predictions were correctly cited, but
the results of my forecasting during
some 43 years are happily a great deal
better than I am quoted as saying in
your article. My box score in
1979 was 73 percent even though I
predicted only an 8i percent
inflation rate. My most conservative
estimate of the accuracy of my
predictions, made every January
before the Sales Executive Club of
New York, is in the upper 70s, not
"around 65 percent."
Leo Cherne
New York, New York
How can plants and animals
accommodate their niches to nuclear
fallout? With soft technology, at least
chances exist.
R. Dana Ono
Cambridge, Massachusetts
Being a mountaineer, Mr. Nash, you
may have breathed too much thin,
pure, beautiful, uncontaminated,
unradiated air, lost your sense of
direction, and stumbled into the
world of big business. Too bad.
You envision a world covered
with windmills, and rivers all stopped
up with hydroelectric dams. You see
the Sierras covered with the people of
the Los Angeles-San Diego
metropolis. So, you say, big cities are
preferable, for then the true
wilderness will be spared. But will it?
No. The wilderness can't escape the
cities' pollution. Because of acid rain,
more than half of all the lakes in the
Adirondacks are incapable of
supporting life. I know, for that's
where I live-30 miles from Lake
Placid. I've seen lakes without fish
and wondered how long it will be
before every lake is lifeless.
Windmills, solar panels, hydro-
systems, and the rest of the soft
technologies really do matter to the
safety of the environment. The air
from a windmill comes out as clean as
it went in. The same can be said for a
hydroelectric dam. You say the earth
will have to be covered with
windmills to support our needs. But
there is no reason why a society that
can cover its land with automobiles
and parking lots (for the construction
of which many wilderness areas have
been destroyed) cannot use many
more windmills.
Brian D. Bashaw
Au Sable Forks, New York
Nay to Nash
Because of the human factor (humans,
after all, must program and control
computers), nuclear technology is not
now and can never be made safe,
despite Roderick Nash ("Let's Save the
Wilderness From Its Friends").
I lived near a supposedly safe
mill-tailings pond during my two
pregnancies and, as a result, my first
child died and my second barely
survived. He is now at a very high risk
for developing leukemia. Tell me how
"safe" that is. I just see red when I see
"safe" mentioned in connection with
any phase of nuclear technology. The
two are like oil and water, and just
don't mix.
Let's also look at some economic
factors. Despite the low priority given
it, solar technology is becoming easier
to produce, more cost effective, and
more efficient. At the same time,
building nuclear facilities is
skyrocketing in price, safety problems
are becoming more apparent, and
there's always the problem of what to
do with the waste.
Let me tell you, we don't want it
here in New Mexico.
Deborah Hallenbeck
Albuquerque, New Mexico
If we follow Nash's suggestion to
investigate "safer" nuclear
technologies (inevitably requiring
many more Three Mile Islands), then
we will certainly solve what he feels is
the whole problem-large numbers of
people.
Not only will the problem of our
numbers be eliminated, so will the
threat to our wilderness and wildlife.
Nuclear power plants use uranium,
which must first be mined and
processed. Most uranium comes from
strip mines that encompass many
square miles. The tailings from these
mines occupy many more miles.
The processing of uranium
produces millions of gallons of
radioactive fluids and tons of
radioactive solids. These wastes are
stored in acres of waste ponds. All of
this occurs even before the uranium is
used.
Mr. Nash's article also reveals he
doesn't know much about alternate
energy possibilities. Our future
electric supply will come from solar
satellites. As for fuel, alcohol can be
made from any vegetable or wood
waste.
Steven D. Nesko
Clarendon Hills, Illinois ^
T
HE V11AS NEXT
That's no gorilla, that's
a college president. This
cartoon, from a 1904
issue of Life, held that
this pensive muscleman
is what the average
college president would
look like after football
controls our universities.
A*V
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 Approved For Release 2010/06/28: CIA-RDP90-00845R000200850004-9
Heart
Computer
Your heart can tell you three things
that can help you live longer and
stay healthier. The rest is up to you.
JS&A has never offered a pulse meter. And
for good reason.
If you've ever used one, you'll quickly
discover that your heart does not beat like a
clock. It's irregular. It might beat at 40 beats
per minute for one instant and at 120 the next.
Since most pulse meters measure each beat
as it occurs, you never feel confident that
you're getting a very good reading.
We also considered size. Each pulse meter
we examined was large or cumbersome and
awkward to carry or store.
WE WAITED
We waited a few years. In the meantime, we
discovered three ways your heart (through
your pulse) helps you monitor your health.
Pulse Rate Your pulse rate can tell you if you
are getting enough oxygen throughout your
body. A high pulse rate indicates that your
heart must pump faster to supply that oxygen
and may indicate poor physical condition.
Target Zone Your pulse can tell you if your
heart is beating fast enough during exercise.
There's an area called the "Target Zone."
Below this level, you're not exercising hard
enough to do your heart or respiratory system
any good. Above this level, you can be
dangerously over-exerting yourself.
Cardiac Recovery Time The time it takes for
your pulse rate to return to normal after you've
exercised is the real measure of whether or not
your exercise program is doing you any good.
This time can be as healthy as one minute or
as poor as several minutes.
The three things we learned convinced us
that the ideal pulse meter must have the
following features:
1. It must measure a series of heart beats
and simultaneously compute the average to
avoid the strange readings from irregular heart
beats.
2. It must be small enough to use while
exercising.
3. It should have a timing capability to
determine the Cardiac Recovery Time.
It wasn't until a small Utah medical elec-
tronic instrument company created what we
feel not only provides the capabilities listed
above, but excels in other areas too.
FITS ON FINGER
The unit is called the Pulsetach, and it fits
right over your finger. It weighs less than an
ounce and can be worn easily during most
exercise programs.
The large liquid crystal display can easily be
seen in normal room lighting or in bright sun-
light, and because liquid crystal displays
consume very little power, the readily-avail-
able watch batteries will last for years. The
Pulsetach automatically turns itself off in five
minutes if you forget.
The heart of the system is a powerful micro-
computer CMOS semi-conductor integrated
c rcuit that will take up to 4 pulse beats,
compute an average pulse rate, and then flash
that rate on the liquid crystal display.
FINGERTIP SCANNER
The sensor consists of a Gallium Arsenide
infrared light-emitting diode which scans your
fingertip hundreds of times a second to
determine your pulse rate. This new system is
one of the most accurate and is also used in
sophisticated hospital systems.
The unit also contains a quartz-controlled
timing circuit which will accurately time either
your exercise period or your Cardiac Recovery
Time. And you can switch back and forth
between the pulse and chronograph mode
while you are exercising.
We realize that the Pulsetach sounds like a
very sophisticated unit. And it is. But as
sophisticated as it is internally, it's an extreme-
ly easy unit to operate. There are just two
buttons to press which operate the pulse read-
ing and the chronograph timing circuit. A third
button engages the audio circuit.
The Pulsetach system fits comfortably on your
finger while it monitors your heart and deter-
mines your Cardiac Recovery Time.
HEAR YOUR PULSE
The audio circuit simply beeps every time
your pulse beeps. This feature lets you mon-
itor your pulse by hearing it as you run or
exercise and it can be shut off by pressing the
button a second time. The timing circuit is
quartz-controlled and extremely accurate.
The Pulsetach not only has combined all of
the most advanced technology in an extremely
small size, but it costs less than many other
systems lacking its advanced features.
The Pulsetach can be used for joggers,
athletes, all forms of exercise and even
cardiac recovery patients, as it operates quite
effectively with pacemakers.
REAL WORKOUT
We suggest you order a Pulsetach for our
30-day no-obligation trial. When you receive
your unit, give it a real workout. Notice how
simple it is to operate and how easily you
The Pulsetach will shortly
become the number one
selling system of its type in
the nation.
can read your pulse rate. Use it to stay in your
Target Zone and to determine and then
improve your Cardiac Recovery Time
Monitor your Cardiac Recovery Time.
Determine your Target Zone and see if you're
really exercising in that area. Then use the
Pulsetach to watch those important signs
slowly improve thanks to the accuracy and
information you get from the unit.
By knowing the important factors that help
you monitor your health, you'll feel better,
exercise more effectively, and many doctors
feel you'll live longer.
TWO UNITS AVAILABLE
To order your Pulsetach pulse meter, send
your check for $119.95 plus $2.50 postage
and handling (Illinois residents add 6?% sales
tax) to the address below. (Allow 20 days for
personal checks to clear.) Credit card buyers
may call our toll-free number below.
You can also order the more expensive
hospital unit that averages 16 beats and has
all the features including the small size of the
previous unit. It costs $169.95
We'll send your Pulsetach pulse meter
complete with 90-day limited warranty and
instructions which include information on
determining your Target Zone, Cardiac Re-
covery Time and other helpful information.
Then after your test, if you're not fully con-
vinced that the Pulsetach is the best unit of its
kind, the most convenient, and the greatest
value, return it within 30 days for a prompt and
courteous refund including the $2.50 charge
for postage and handling. You can't lose.
Your Pulsetach is totally solid-state so
service should never be required, but if it is, the
manufacturer has a national service-by-mail
facility backing each unit. JS&A is Americas
largest single source of space-age products
further assurance that your Pulsetach is
backed by a substantial company.
We've waited an awful long time to jump into
the pulse monitoring field. But what a great
entry. Order your Pulsetach at no obligation
today.
J&0 JSPTS
HAT
THINK
Dept. N X One JS&A Plaza
Northbrook, 111.60062 [phone]
Call TOLL-FREE ........ 800 323-6400
In Illinois Call .......... [phone]
(c`JS&A Group, Inc.,1980
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 Approved For Release 2010/06/28: CIA-RDP90-00845R000200850004-9
Latest Wave Of Smoker R,eseamtl:
Smokers prefer MERIT 3 to 1 over high tar leaders
in tests comparing taste and tar levids:
Merit
Solid
Winner!
Smokers Report: MERIT
'Aste Matches HighTrr Cigarettes.
New taste tests with thousands of
smokers prove it.
Proof A significant majority of
smokers rate MERIT taste as good as -
or better than-leading high tar brands.
Even cigarettes having twice the tar!
Proof Of the 95% stating a prefer-
ence, 3 out of 4 smokers chose the
MERIT low tar/good taste combina-
tion over high tar leaders when tar
levels were revealed.
MERIT: Proven IAM91M
Alternative To High Tar .
New national smoker study results
prove it.
Proof The overwhelming majority
of MERIT smokers polled feel they
didn't sacrifice taste in switching from
high tar cigarettes.
Proof 96% of MERIT smokers
don't miss former high tar brands.
Proof 9 out of 10 enjoy smoking as
much since switching to MERIT, are
glad they switched, and report MERIT
is the best tasting low tar they've
ever tried.
You've read the results. The con-
clusion is clearer than ever: MERIT
delivers a winning combination of
taste and low tar.
A combination that's attracting
more and more smokers every day
and - more importantly - satisfying
them long term. 0 Philip Morris Inc. 1980
Warning: The Surgeon General Has Determined
That Cigarette Smoking Is Dangerous to Your Health.
Kings: 8 mg "tar;' 0.6 mg nicotine-
100's Reg: 10 mg "tar;" 0.7 mg nicotine-
100's Men: 11 mg "tar;' 0.8 mg nicotine
av. per cigarette, FTC Report Dec'79
Kings & MOO'S
12
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 Approved For Release 2010/06/28: CIA-RDP90-00845R000200850004-9
THE PERSONAL 1qMR
SIDE OF
TOMORROW
COSTLY NEW CREDIT
CARD CRINKLES
The major credit cards, having
found their way into virtually all the
nation's plusher wallets and purses,
are about to lose many of the very cost
advantages that made them so
popular. A survey by Payment Sys-
tems, Inc., a subsidiary of American
Express, predicts:
? the gradual erosion through
1985 of the 30-day no-interest grace
period, which means you'll have to
pay your 18 percent (or possibly a
reduced rate) from the day of
purchase;
? the imposition of $6 to $12
yearly fees, because bank card issuers
say their credit card operations are just
barely making money;
? increased emphasis on profits,
even if that means raising standards
for eligibility, limiting issuance of new
cards, and tougher payment schedules
such as those recently announced by
Citibank.
In Rhode Island, Industrial Na-
tional Bank has already slapped a $10
annual fee on its credit-card accounts.
But a spokesman for Interbank's
MasterCard predicts most issuers will
try to avoid annual fees as long as
possible. "Nobody really wants to be
the first on the block," he says.
Some harbingers: Union Planters
National Bank in Memphis, Tennessee,
recently told its cardholders they will
have to cough up $5 when they exceed
their line of credit, $5 for a late
payment, and $10 if their check
bounces. And in New York, Citibank
announced a 50 cent monthly fee on
inactive credit-card accounts and on
accounts paid in full one month with
no new charges the following month.
But it dropped the plan when
cardholders protested.
Instead, in one of the more
imaginative twists in the profitability
game, Citibank is now considering
paying cardholders interest on what it
calls "credit balances." The catch is that
you have to put up more in advance than
you expect to owe. Citibank will then
deduct your monthly payment. You
earn interest-at a rate not yet
determined-on the excess, turning the
credit card into a sort of savings account.
Such varied programs will make it
increasingly worthwhile over the next E
few years to shop around for the best
credit-card deal.
Bankers seem sanguine about the
prospect of losing some credit-card
business. They hope the new "disin-
centives" will reduce inactive ac-
counts (from 33 to 15 percent, PSI
predicts) and discourage what they
call "nonrevolvers"-cardholders
who pay up late enough to take
advantage of the grace period but too
soon to incur interest charges.
If the grace period is eliminated
and annual fees become the rule,
"nonrevolvers" and others who now
use credit cards mainly for conve-
nience, rather than for installment
credit, may want to switch to debit
cards. (For a fuller discussion of how
these work, see "If The Inflation Rate
Tops 25 Percent..." on page 58.)
What's the advantage? By having a
purchase electronically deducted from
your account before you leave the
store, you'll avoid interest charges.
Depending on how banks market the
debit cards, you'll have a lower annual
fee or no fee at all. -Richard Conniff
A BOAT
UNDER THE BED
Small inflatable boats, long derid-
ed in the U.S. as "pool toys." are now
coming into their own as Americans
discover that the boats are ideally
suited for this new, more stringent
decade. Europeans, accustomed for
years to crowded waters and to
smaller homes and cars, have enjoyed
inflatables ever since the Hindenburg
disaster put many airship manufactur-
ers into the boat business. In the
1980s, regular boats will cost more to
buy, to store, to transport, and to fuel.
It is the moment of truth for
inflatables, which have had techno-
logical improvements grafted onto
their traditional designs, and which
offer reliability and convenience at
reasonable prices.
Among the hull types are kayaks.
which are best maneuvered with
double paddles; all-purpose dinghies
you can paddle, row, motorize or sail;
and runabouts, the sports cars of the
inflatable world, offering higher
speeds as well as oar or sail options.
The two basic modes of construc-
tion are single layer (usually a tough
PVC plastic) and sandwich types.
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YOUR MOVE
Rocketing down the waterways at 20-plus knots, this jazzy Bonair III American-made
inflatable shows what these blown-up boats can do-and it really will fit in your closet.
The former are about half the cost and
weight of the latter, and are best used
for casual boating on protected
water-although PVC kayaks do meet
the test of commercial runs such as
those that rocket down Oregon's wild
and scenic Rouge River.
"Sandwich" hulls-inner and
outer coats on a reinforcing fabric or,
increasingly, on a plastic web-allow
the designer more latitude. Inner
layers can be selected for air retention,
and outer layers for sun and abrasion
resistance. Neoprene, Du Pont Hypa-
Ion, PVC, Kevlar, rubber, and experi-
mental boron and graphite fiber
reinforcements layered for strength all
reduce weight and improve durability.
But the inflatables primarily ap-
peal to the market of the 1980s
because of their portability and lower
costs. Kayaks and small dinghies
deflate to fit a carrying bag little larger
than a suitcase. Runabouts usually
come in two packages because most
offer rigid floorboards to stiffen the
boat for higher speeds. But any
inflatable and its pump, paddles or
oars, and the tiny motors that yield
surprising performance will fit into
the trunk of the smallest compact car,
and will store in a closet, garage,
cabinet, or even under a bed.
With the adoption of more
regulations prohibiting gas motors to
improve water quality, it's worth
noting that small electric motors do an
excellent job of quietly getting you
out to the spot where the fish are
biting. Those who stay with gas can
buy 1.2 to 3 horsepower engines for
inflatables at half the price and weight
of motors needed for conventional
craft. And the smaller engines get 75
miles per gallon or better, which
should provide plenty of range for
fishermen.
Buyer resistance to inflatables,
according to industry sources, seems
related to questions of safety. But with
inflatables safely crossing both the
Pacific and Atlantic, and becoming
the choice of boaters for the toughest
"wild rivers" in the world, it's clear
that they're safe. Equally clear, given
today's tighter budgets, smaller cars,
and soaring gas prices, is the growing
appeal of the inflatables for the
1980s. -Louis Bignami
A FOUR-LETTER WORD
FOR A NINE-DIGIT ZIP
The bureaucrats who first brought
you the zip code will be bombarding
you with still more numbers next
year. With the nine-digit zip code now
a certainty, the U.S. Postal Service
will not only change the look of your
address but also facilitate the delivery
of unsolicited mail to your home.
Why four more digits when you
can't even recall your present zip
code? Acknowledging that nine digits
may cause "some confusion" for the
public at the outset, the Postal Service
nonetheless believes that if you can
tolerate the long Social Security
numbers, you can swallow added zip-
code digits without undue vexation.
With the new system, the Postal
Service claims, delivery will be faster
and more dependable. Mail will be
machine-sorted directly to pouches
destined for small clusters of house-
holds or businesses in a single zip-
code area. But unfortunately mail
carriers will not be the only ones with
a more direct line to your letter slot.
Thanks to those four extra
numerals, consumer-products mar-
keters, advertisers, and promoters will
be able to use the demographic charts of
a section in a city block or a small group
of suburban homes to evaluate the
economic standing of an area. Direct
mail and sampling programs will be
targeted toward specific locations, with
the result that more and more junk mail
could come your way,
The lucky number that wins the
"One-Time-Only! Mail Today!
Chance-Of-A-Lifetime! Sweepstakes"
will be easier to remember than your
zip code. Grand Prize is a trip to
Honolulu, Hawaii 968174235.
-David Michaelis
CAREFUL:
WOOD STOVE WORKING
The national shift to heating
homes with wood threatens to bring
high hazards with its warmth.
Government and private fire-preven-
tion organization studies point to a
sharp rise in fatalities linked to wood-
burning stoves.
The stoves themselves are not to
blame. A study by the National
Bureau of Standards revealed that
product failure was the cause in only
13 percent of wood stove-related fires.
The rest were caused by improper
installation, maintenance, or use.
"People are putting these things
in themselves, any which way," says
Paul Solomon, of the National Fire
Protection Association's Boston office.
"They're putting the stoves or the
stovepipes too close to uninsulated
walls and combustible surfaces. We
even saw one or two cases where
people installed stoves in their
closets." Installation guidelines can be
obtained from the National Bureau of
Standards (Attn: Technical Informa-
tion and Publications Division, Ad-
ministration Building Rm. 617,
Washington, D.C. 20234), but Solo-
mon suggests getting a heating
contractor to do the job. After
installation, he recommends inviting a
building inspector or fire marshall to
examine your stove as soon as
possible, notifying your insurance
company, and getting a smoke detec-
tor. That done, you'll just have to
worry about maintenance (creosote can
build up in the chimney, especially if
you make the mistake of using green
or wet wood) and operation.
Is firing up a wood stove worth it?
"A cord of good dry hardwood is
equal in BTUs to about 130 gallons of
14 NEXT MAY/JUNE 1980
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 Approved For Release 2010/06/28: CIA-RDP90-00845R000200850004-9
No. 2 fuel oil, " says Forest Orr, a
consultant to the Department of
Energy. "If you're paying $100 a cord,
as opposed to, say 960 a gallon,
obviously it's economical. Then too,
from the national point of view, you're
saving oil." And what about our
forests? "As an old forester," Orr says,
"I can tell you wood burning doesn't
mean you have to destroy the forests.
There's tons of what we call junk out
there, interfering with the growth of
the more desirable species. Now
there's a growing market for it."
The Environmental Protection
Agency is equally bullish on wood.
They call for a trebling of consump-
tion by the year 2000. The ashes are
great for your garden, and if the
smoke gets in your eyes-well, the
EPA is working out ways of reducing
the pollution, which even now is no
worse than what oil and gas burners
produce, and which smells better too.
-Evan Eisenberg
SMOKING STEWS AND
FUMING PASSENGERS
If you've traveled on a commer-
cial airline recently, you don't have to
be told about the new discourtesy in
the air. Stewardesses and stewards,
once the smiling attendants of the
skyways and among the airlines' best
sales assets, have in many instances
become churlish, sometimes even
rude. Customary services such as
handing out blankets and pillows have
become rare if not nonexistent.
Requests are ignored-or refused.
Insults are traded. Tempers are short.
The lift-plus-thrust of future air
travel equals stretch-plus-crunch. Di-
minishing profits (despite a record
39.6 percent fare hike in 1979) and
reduced flight service to major cities
have led the airlines to stretch seating
capacity by mercilessly pinching
elbow space and legroom. The
conventional 36-inch fore-and-aft dis-
tance between seats has been cut by 4
inches. With the seat tracks crowded
closer, rows are no longer aligned
precisely to the aircraft's windows.
The results? Ask for a window seat
and you may find yourself staring at a
wall. And if the seat in front of you is
reclined, your chest may be flattened
by the other fellow's headrest, while
you hold your breath and wait for the
auxiliary oxygen mask to drop.
But relax. Enjoy the slight. You're
not alone in your vexation. The
Airline Passengers Association (APA)
receives several dozen complaints a
day from victims of the new aerial
discourtesy. "It has to be one of the
dirtiest planes I've been on in
months," wrote one outraged passen-
ger about a Northwest Airlines flight.
"Terrible crew! Terrible service from
female cabin staff! Terrible disrespect!
TWA won't have me as a transatlantic
passenger ever again!" thundered
another.
Up in first class, travelers fare no
better: "On a 95-minute dinner flight
there were no playing cards, no liquor,
and the stewardesses sat and smoked for
half an hour after take-off. I plan to avoid
Western Air until first class becomes
first class." Another deluxe passenger
agreed: "The flight attendants were
sarcastic. They gave me the feeling: Why
did you have to come on this plane?
Refused to get me a pillow. Said get it
yourself. I should have gone economy."
Partial relief may be on the way.
By 1982, the new fuel-efficient Boeing
767s will again provide seating
aligned with the windows, and
slightly increased legroom. For busi-
nessmen, the new "business class"
ticket offering larger seats, which has
been adopted by a few airlines, may
catch on with others.
A few silver linings beckon,
perhaps, but "the days of luxury flying,
when friendly service and extras were
commonplace, are gone for good,"
according to APA. "Air travel is now
mass transportation. As airline fuel and
labor climb to 72 percent of total
operating costs, poor customer service
will be the norm in the future."
-David Michaelis
NOW YOU CAN
TAKE IT WITH YOU
The fanciest new fringe benefit
around is group life insurance that
continues past a person's retirement. At
his or her death, the cash proceeds-say,
$50,000-can pay off estate taxes or
provide survivors with a monthly
income. "Retired lives' reserve" (RLR),
it's called, and one insurance expert,
William Harmelin of New York City,
considers it the hottest thing in
insurance in years. Mutual of New York
just began offering RLR, and in ten weeks
it brought in $10 million in premiums.
For the employee, RLR has all
sorts of charms. With most group life
insurance policies, when an employee
retires, coverage either stops or
declines drastically. And buying any
kind of life insurance on your own,
late in life, can require passing a
physical exam, and in any case is
fearfully expensive. But RLR costs
employees nothing. And unlike stock
options and other perquisites, it's
usually not even taxable. CNA of
Chicago, another large company offer-
ing RLR, lets employees from age 20
to age 75 sign on-and retire at ages
55-80.
For the employer, one giant benefit
of RLR is that it's tax-deductible. Then,
too, if an employee leaves before
retirement age, the extra money the
company has paid toward his or her RLR,
beyond simple term insurance, reverts
back to the company. All in all, RLR is an
inexpensive way for the employer to
keep executives happy-and to keep
executives.
Some 36 insurance companies are
providing RLR coverage, in just about
every state. Typically, only high-level
executives are covered, but eventually
the benefit is expected to-so to
speak-perq down. RLR is thus one
more factor to consider the next time
you evaluate a job offer.
-Warren Boroson 0
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NWR MOVE
WHEN TWO CHIPS
GET TOGETHER
For shy singles, the future
promises a painless way of saying
hello to the striking stranger at the far
end of the bar. The new come-on goes
like this: "Beep." The reply, if you're
lucky, will be an electronic rhapsody:
"Beep-Beep-Beep-Beep."
It's not exactly the smoothest line
ever tried, but Carlisle Dickson, a
Milwaukee inventor, says it works. His
patented, trademark-registered Love
Bug (probable price: $40) uses two
electronic chips, one programed to
describe the wearer's age, sex, and
other less obvious characteristics
(such as religion, income, or even
astrological sign). The other describes
the equivalent characteristics of the
wearer's ideal mate.
At discos, beaches, special clubs,
or anywhere else Love Bug wearers
may assemble, the electronic device
will identify with a beep any Love
Bugger within 200 feet who seems
tailored to your needs. If you measure
up to someone else's program, their
Love Bug will also beep. The closer
you get, the more insistent the beeping
becomes. If your opposite number
lacks appeal, you can back out at a
distance of 10 feet, by pushing the
Love Bug's decoy button, which
causes your signal to fade away.
Does all this sound like a pretty
complicated way of saying hello? It
could get much worse. Each computer
chip in the Love Bug has 16,000
memory bits, which should just about
cover all the elements in the human
dating game.
Dickson expects to market the
first Love Bug sometime next year.
Oddly, the U.S. Law Enforcement
Assistance Administration may help
get the project off the ground. The
two-way homing device could help
plainclothes detectives recognize each
other. Dickson also sees potential for it
as a locator for families at amusement
parks or for firemen working in
burning buildings. But having spent
nine years as a bachelor before re-
marrying last year, he's most excited
about putting an electronic beep in the
game of love. -Michael O'Gara
THE COMPUTERIZED
FENDER-UNBENDER
Technological razzmatazz sur-
rounds us on all sides, but who would
have thought it would penetrate the
arcane field of automobile accident
cost estimates? Audatex Services
Division, of San Francisco, thought it
could, and should, and is providing
body shops with a system that
generates speedy repair estimates for
unfortunates with bent fenders,
smashed grills and more extensive
damage-of which there was $11.6
billion worth from 18.3 million
accidents in 1979.
The usual estimate process general-
ly requires making an advance
appointment, waiting at the estimator's
for the expert to become available, then
waiting some more while the damage is
examined, and the cost of repair parts
and labor is laboriously (and often
erroneously) figured out. Then looms
the possibility of a frustrating discus-
sion with the insurance company
adjustor, who may not choose to accept
the estimate in all its details.
With the Audatex approach, the
estimator marks code letters indicating
damage on a blown-up diagram
showing all the car parts. This takes
about five minutes. The information is
conveyed to a central computer via
teleprinter, and within four minutes
the completed estimate is in hand,
authoritative and precise, and rarely
quibbled over by the adjustor. Audatex
notes that in addition to saving
valuable time, the system reduces
friction between client, body shop and
insurance company.
The body shop operator pays an
initial fee of $1500, then leases the
system for $100 per month, and
customers pay $5 or $6 for an estimate.
Developed in Switzerland ten years ago,
the system is used for more than 70
percent of damage estimates in West
Germany. Audatex now has 580 clients
in the U.S. including insurance
companies and adjustors, auto dealers
and body shops, and the U.S.
Department of Transportation.
ON THE
HORrZCN-
? Vacations that earn you interest.
Citibank and American Express are
both considering paying interest-
possibly at a 5 percent annual rate-on
traveler's checks. They hope the
move, to be made as early as this year,
will give them a competitive edge.
? Taxicabs to tell you your fare
and estimated travel time, in advance,
as calculated by a computer back at the
radio dispatcher's office. A Pittsburgh
company is experimenting with the
system in twenty cabs. The developers
hope to make shared rides more
popular by using the computer to
calculate each rider's fare.
? An increase in liquor prices due
to growing use of gasohol. Stretching
petroleum supplies with alcohol will
boost demand-hence prices-for
corn and other grains, making this a
good time to switch to rum.
? Electronic translators for rent
this summer at selected Sheraton
hotels in France, Germany, and Spain.
PageAmerica Commmunications will
also offer the device, at $10 a day, to
foreign visitors here. In addition,
hotels here will be using electronic
pagers that, instead of just beeping,
read out an actual message. ^
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Include your source (newspaper
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reference, etc.). We'll pay $40 if we
use it. Send to Harbingers, NEXT,
708 Third Avenue, New York, New
York 10017.
Approved For Release 2010/06/28: CIA-RDP90-00845R000200850004-9
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