{"id":963,"date":"2006-10-13T07:43:48","date_gmt":"2006-10-13T14:43:48","guid":{"rendered":"http:\/\/www.artsjournal.com\/artfulmanager\/wp\/2006\/10\/so_lets_rename_classical_as_au\/"},"modified":"2006-10-13T07:43:48","modified_gmt":"2006-10-13T14:43:48","slug":"so_lets_rename_classical_as_au","status":"publish","type":"post","link":"https:\/\/www.artsjournal.com\/artfulmanager\/main\/so_lets_rename_classical_as_au.php","title":{"rendered":"So let&#8217;s rename &#8221;classical&#8221; as &#8221;authentic retro-ambient&#8221;"},"content":{"rendered":"<p>Pity the plight of the dear old prune. Long promoted for its fiber and vitamin qualities, it had lost connection to a younger audience who perceived it to be an old-person&#8217;s fruit. It wasn&#8217;t hip. It wasn&#8217;t even retro-hip. It was a product without a future.<\/p>\n<p>So, what did the prune lobby do (yes, there is a prune lobby)? As we all know, they petitioned the Food and Drug Administration for a new name. The prune became the &#8221;dried plum&#8221; in June 2000. Changes in marketing, packaging, and product soon followed (dried plums with lemon essence, cherry essence, herbal essence&#8230;wait, that&#8217;s a shampoo). Says <a href=\"http:\/\/www.failuremag.com\/arch_business_dried_plums.html\">this account of the transition<\/a>:<\/p>\n<blockquote><p><i><br \/>\n&#8220;For many years it was advertised as a laxative,&#8221; recalls [Sunsweet VP of Marketing Howard] Nager. &#8220;What we&#8217;re trying to present today isn&#8217;t a whole lot different. We may not be using the word regularity, and we&#8217;re certainly not using the word laxative, but we are promoting the benefits,&#8221; he says.<br \/>\n<\/i><\/p><\/blockquote>\n<p>Despite general enthusiasm by the nascent dried plum industry, at least one academic remained unconvinced that such a radical rebranding was necessary. Said Adel Kader, professor of post-harvest physiology at the University of California Davis&#8217; <a href=\"http:\/\/www.plantsciences.ucdavis.edu\/pomology\/\">Department of Pomology<\/a>:<\/p>\n<blockquote><p><i><br \/>\n&#8221;It&#8217;s a very tasty fruit. I don&#8217;t know why people shy away from eating it because of the name.&#8221;<br \/>\n<\/i><\/p><\/blockquote>\n<p>I have no profound conclusion or connection to make here (except to say that I now want to be a &#8221;pomologist&#8221;). Please take a moment to construct your own&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pity the plight of the dear old prune. Long promoted for its fiber and vitamin qualities, it had lost connection to a younger audience who perceived it to be an old-person&#8217;s fruit. It wasn&#8217;t hip. It wasn&#8217;t even retro-hip. It was a product without a future. So, what did the prune lobby do (yes, there [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[4],"tags":[],"class_list":{"0":"post-963","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-main","7":"entry"},"_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/posts\/963","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/comments?post=963"}],"version-history":[{"count":0,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/posts\/963\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/media?parent=963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/categories?post=963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/tags?post=963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}