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In 1961 alone, Manpower spent $1 million to put its White Glove Girls in the Sunday issue of big city newspapers across the country.
In 1962, Manpower also went public, boasting 270 offices across four continents and over $40 million in sales.
By peddling products like the “Semi-Permanent Employee,” the “Never-Never Girl” and more, temp industry leaders promoted a model in which permanent employees were a “costly burden,” a “headache” that needed relief. “Stop paying help you don’t use,” Western Services advised in 1969.
For example, in 1971 the recently renamed Kelly Services ran a series of ads in The Office, a human resources journal, promoting the “Never-Never Girl,” who, the company claimed: “Never takes a vacation or holiday.
A version of this article appears in print on 01/27/2013, on page SR3 of the NewYork edition with the headline: The Rise of the Permatemp.
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