Word: klm
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Dates: during 1960-1969
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...Americans grow more sophisticated, however, the admen are turning to subtler appeals. Board Chairman David Ogilvy of Manhattan's Ogilvy, Benson & Mather plumps for detail-packed text ("How Super Shell's 9 ingredients give cars top performance." "25 facts you should know about KLM") on the grounds that today's customer is hungry for facts. In apparent proof of Ogilvy's contention, U.S. sales of Rolls-Royce cars doubled within three years after Ogilvy started running ads, with 21 paragraphs of text, under the headline: "At 60 miles an hour the loudest noise in this...
...jets and the bitter competition for passengers to fill the bigger jets. West Germany's Lufthansa last year lost about $25 million, Scandinavia's SAS about $17 million, and Britain's BOAC at least $28 million. Latest victim of the jet squeeze: The Netherlands' KLM, one of Europe's few privately managed airlines, and long among its most profitable...
Last year KLM showed a loss of $21 million, the biggest in its 42-year history. This year, with losses up to $11 million in the first quarter alone, KLM's prospects look worse. Declaring that "our existence as a major airline is at stake," KLM President Ernst van der Beugel recently announced to his 17,300 employees plans to cut costs by 13%-largely by lopping 2,000 people off the payroll. This week the Dutch Parliament will take up Van der Beugel's desperate request for a government guarantee of $104 million in new bank loans...
Though Van der Beugel will probably get the money, his appeal is KLM's biggest break yet with its tradition of stubborn independence. An even greater break may be in the making. Four years ago, the principal Common Market airlines-Lufthansa, Air France, Alitalia and Belgium's Sabena-began to discuss pooling of their resources in a European Air Union in order to compete more effectively with Pan Am, TWA, and other international lines. KLM walked out after the first meetings in disgust at its proposed share of the combined revenues. But Dutch parliamentarians are unlikely...
...Caracas Electrical Co. Machado, who runs the airline on the side for a salary of $8,000 a year, has turned LAV's old losses into profits by cracking down on bribes and padded payrolls and by negotiating a reciprocal jet-leasing agreement under which VIASA jets carry KLM passengers from Caracas to New York and KLM DC-8s handle VIASA traffic between Lima and Europe...