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TIME: Almanac 1990
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1990 Time Magazine Compact Almanac, The (1991)(Time).iso
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time
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021389
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02138900.012
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1990-09-17
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BUSINESS, Page 63Business NotesDEFENSE CONTRACTORSA Whiff Of War
I love the smell of napalm in the morning," declared Lieut.
Colonel Kilgore in the epic Apocalypse Now. Any deskbound battle
buff who shares that sentiment will find a sensory treat in the
current issue of Armed Forces Journal International, a
Washington-based monthly. BEI Defense Systems, a Fort Worth-based
arms manufacturer (1988 sales: $51 million), has come up with a
novel twist on the aromatic advertisements that fill consumer
magazines. When scratched, the latest ads for its Hydra-70, a
relatively inexpensive rocket ($400 to $800), emit the odor of
burnt cordite, an explosive substance in such weapons. The ad's
tag line: "The Smell of Victory."
George Coutoumanos, marketing chief for BEI, says he devised
the ad to lure readers away from pictures of glamorous products
like aircraft carriers and jet fighters. Says he: "I just have a
little rocket. I tried to think of a way to get people to read
about it."