Word: coca-cola
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...headquarters. "There's an inside Silicon Valley syndrome that is out of touch with what consumers want," Case says. "Our market is everybody else." Internal research suggests "everybody else" could push AOL to 25 million members by 1999. Says Case, once a PepsiCo marketer: "We want to be the Coca-Cola of the online world...
Successful as AOL has been, Case knows that his company could still end up being the RC Cola of the Net rather than the Coca-Cola. With the Web spilling onto platforms as diverse as TV sets and cell phones, Case sees that his business may be preparing for another big shift. "Even though we've been at it for a decade, this is like the second inning in terms of the development of this medium." The online business, he says, is about to become "the most competitive market in the world...
...began with his usual Saturday-morning tennis game. He left the central Paris apartment where he lived alone to join his close friend Claude Garrec at the courts. The men played from 10 until 11, then stopped at the Pelican bar in Paris' 1st arrondissement. There Paul drank only Coca-Cola. That didn't surprise Garrec, who knew his best friend to enjoy the occasional wine or pastis (a French liqueur flavored with aniseed that is about as potent as whiskey). At 12:30 Paul said his farewells, telling Garrec that he had to meet Diana and Dodi...
Like Miramax, CBS has been tuning in to this mature audience. The success of such programs as Touched by an Angel and the CBS Sunday Movie recently helped the network persuade six major sponsors, including Coca-Cola, General Motors and Upjohn, to shift $100 million of fall prime-time advertising to shows that target older audiences. Among them: 60 Minutes, Cosby and the hospital drama Chicago Hope. In so doing, CBS has begun laying the groundwork for increased advertiser support for programs for aging boomers...
...ironic it was to read an editorial decrying "The American Invasion" (Sept. 17) of "Coca-Cola, McDonald's, and Levi's Jeans" in Spain in the same issue that carried an article outlining the steps to bring McDonald's to Harvard Square. By keeping stores and restaurants in Harvard Square diverse and uncommon, it would seem the Harvard Square Defense Fund is doing the students of Harvard as great a service as it provides Cambridge residents. Who would want to go to school, or live, in a mall? Many people, from the teenage punks to the Nobel laureates cited...