In the November 1978 issues of Datamation, in an arcticle entitled "The Changing Face of Applications Programming", Daniel McCracken, President of the ACM, defined procedural versus non-procedural languages. He says that "despite improvements the productivity of today's programmers is no more than two of three times the productivity of programmers a quarter of a century ago. In the same period, the price performance ratio of the computer hardware has improved by a factor of perhaps a million. People wanting to use this low cost hardware are frustrated by the handicaps imposed by writing programs in...procedural languages." He goes on to state that "by the mid-80's more than half of all computer time will be spent running applications programs constructed with non-procedural oriented languages." (Many companies have already become aware of the cost benefits of non-procedural languages and are already using them. Schering-Plough was to be one of these astute companies).
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