Full Frontal PR Report
Tori Pugliese

As summer winds to a halt, it’s time to look at the trends the hot days (and storms) of 2004 brought us. Borrowing from the spokesman of summer, Jimmy Buffett, Changes in Latitudes, Changes in Attitudes is not the case when it comes to trends.

Veto-The-Carb Trend (Not the Sequel to My Cousin Vinnie)
Low-carb plowed its way from last year’s new idea to this summer’s really good way to watch your waistline, though carbs in 1974 referred to automobiles! It’s not just Atkins’ devotees either—watching carbs has spilled into just about everyone’s health agenda. A visit to the grocery store illustrates that most brands have their low-carb counterpart with added calories—and a lot higher prices. The fact these items cost more does not seem to deter people.

Non-Original & Yucky Movies
The same goes for movies. Though cinemas increase their prices each season, people still flock to the flicks when they see a preview that grabs their attention. This summer, the studios were all about sequels and remakes and sequels and remakes. Any avid moviegoer has been either ecstatic or annoyed that the number two followed almost all titles one way or another. With remakes such as the tepidly predictable Stepford Wives and the expensively forgettable King Arthur, this blockbuster summer was dim. Harry Potter and Shrek were money-making typhoons, and we knew they would be great shows. That was not the case with some “originals” like Catwoman—call your agent, Halle Berry—and Will Smith’s I, Robot, which opened strong then fizzled. (We were lucky, however, to see the new M. Night Shymalan movie, The Village and The Manchurian Candidate, both of which were awesome, but didn’t actually make money!)

Sequelville is a trend many of us hope dies a quick death; we’re tired of going to the next version of what we already saw since after all they are the only new movies!

Tiny Tech: Cute Trend
Like the seasons preceding it, technology this summer has been all about convenience, size, and portability. From shrinking MP3 players with way cool expanding memory, to the onslaught of PDAs, and the popularity of satellite radio, new consumer technology is still the best way to gain attention in the marketplace. Call it a trend to the liking: three cheers for tiny gadgets!

Elephants and Donkeys Are Trendy
This summer, Americans began to embrace politics. Finally the word was out: Activists speaking out, causes being heard, people being urged to register and vote. [So, register and vote. Seven weeks and counting.] The more folks I encounter who are open about what they believe in, the more they are willing to discuss their views and voice an opinion. Maybe it’s the fact that I am getting older, but I see more folks with a desire to be involved with—or maybe just understand—what’s politically current. The party conventions were newsworthy events that overwhelmed two of our largest cities. Understanding why they occurred and what happened at them got viewers to watch in Olympic numbers, a trend that got us all thinking “Hmm, a convention. I think I’ll listen.”

Self-Improvement Sums Up Every Single Trends
This summer, magazine features focused not only on the best colors to wear and those products that will enhance our “summer glow” but also on how to feel, think and get better. Real self-improvement is an ongoing trend and many smart companies are latching onto it!

So, whether it’s a convenient way to stay in touch, easy access to low-carb whatever, influential entertainment simply existing to make money, or a sense of sharing our opinions, bottom line for a company marketing executive is: you can continue to develop consumer products enhancing known trends that morph into nascent ones. And instead of wasting away in Margaritaville, take notice of what made itself known the past few months…and learn from it!

RLM’s Account Executive Pugliese is a trend spotter par excellence.