Even more startling: LCD TV sales were off 3% year-0ver-year in Q1, the first-ever sales drop in the history of the category.

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The biggest drop came in the Family and Kind category.

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The main culprit is the Media category, which saw its sales growth drop from 27% to 7%.

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That may have played a role in the omission of the movie's director, Kathryn Bigelow, from the nominees in that category along with Mr. Affleck and the drop in its support in Hollywood's predominantly liberal creative community.

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Rosenfeld attributes the drop to economic weakness, high unemployment among young adults and aggressive pricing by both Mondelez and category leader Wrigley.

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Excluding the volatile transportation category, durable goods orders fell by 0.7% in October, the biggest drop since a 1.7% fall in August.

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