Word: logos
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...much of which the Times could provide. Weeks before the match started, the paper began running extensive and incessant chess coverage. London's double-decker buses sprouted ads proclaiming, THERE'S ONLY ROOM FOR ONE AT THE TOP and THE BATTLE COMMENCES SEPTEMBER 7TH. The Times's name and logo figured prominently in the 56 hours of television coverage that the commercial network Channel 4 committed to the event...
...much stock in guarantees delivered by hired celebrities, and because major stars find it demeaning to recommend any product explicitly, mainstream celebritocentric advertising has become a subtle, weirdly stylized genre. Michael Jackson and Madonna don't do much more than appear in the vicinity of the Pepsi logo; Michael Douglas and Gene Hackman hire out for commercial voice-over work but -- We're major artists! -- decline to appear in ads or be identified by name. This is the age of virtual endorsement...
...with a more gonzo sensibility and a younger, duuude-skewing audience than the original channel. The people at Fox have been talking about launching a cable channel practically since chairman Rupert Murdoch was an Australian, and last week, under the gun, they announced it: FX, with a very cool logo, is to go on the air next March with a vague, general-entertainment mandate and a lot of live emcees who will -- this is the New Age, 21st century part -- read viewers' faxed messages on the air. Like ESPN with ESPN2, NBC will concoct a quasi- clone of its existing...
...beat them at their game of discounting. The company has filled practically every market channel with a new line of PCs, including models aimed at homes and small businesses. Next month Big Blue will introduce a bargain-basement line called Ambra that will not carry the IBM logo. The overall strategy has apparently worked. After losing $2 billion in the past two years, IBM's PC business is expected to report a small profit this week. "We're here to stay," says Cannavino. "When the music stops again, and there's one less chair, we intend to have a seat...
...that four airlines would merge, creating Europe's largest international carrier. KLM Royal Dutch Airlines, Swissair, Austrian Airlines and the trinational Scandinavian Airlines System said they would go far beyond earlier plans to combine certain activities and would create a single company with a new (yet unchosen) name and logo. Ownership would be split 30-30-30 among KLM, SAS and Swissair, with Austrian holding the remaining 10%. Starting with about 270 planes and more than 30 million passengers a year, the new aerocombine, which could come into existence as early as next year, will pose a major challenge...