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Show Financial Markets Bs @ Mutual Funds Bg The Daily Hereid Seturday, May 11, 1996 M LULA ee ee AA DOW(Industriais) Making a McSplash in the news media May 10, Pa NYSE tttht th te aa NYSEDiary S&P 500 Advances: 1,712 New highs Declines: _717 121 Unchanged: 726 Newlows Totalisues: 355 1998avg. comp.vol.: 422,909,640 8 / Volume: 514,492,710 By NANCY MILLMAN AND MIKE DORNING Chicago Tribune CHICAGO — Back in 1973, when Joel Whalen was a moming disk jockey for a rock station in Fort Lauderdale, Fla., the local McDon- ald’s tried to hype its newbreakfast menuby delivering Egg McMuffins to the station every day for a week. “The first thing I talked about each time I opened up the micro- was eating,” said Whalen, who nowisan associate professor of at Chicago's DePaul ing system. response to a request by Rep. Tickler is a product for the home computer that will remind the user of upcoming special home builders. At the same time, the Utah County Association of Realtors was working to compile and submit to the FHA more accurate data on newly constructed homes, which typically have a higher sales price than existing homes. Including these higher priced homes in the FHA’s calculation of the medi- Cook'n is software that orga- Orton_ for FHAto review detailed nizes recipes, creates menus and Utah County home sales informagenerates grocery shoppinglists. tion provided bylocalrealtors and events. Both programsare available for Windows 95, Windows, DOS and nowthe Macintosh operating sys- tem. For more information or comments call 798-7940. an price was a critical factor in SALT LAKE CITY —Dr. Lar- FHA’s decision to raise the loan ry Campbell, CEO of Utah-based Limit. Information Technologies, will share his views on the outlook and ramifications of new federal and state telecommunications deregulation legislation at the May 14 executive luncheon meeting of the Utah Information Technologies Association. The luncheon begins at 11:45 a.m. at the Provo Park Hotel, 101 W. 100 North, and is exclusively for employees of UITA member MIDWAY — The Homestead Resort in Midway has been ranked as one of the top-performing resorts in the country. Lodging Hospitality, the leading industry trade magazine, conducts an annual lodging study and publishesits findingsin a list that ranks the top hotel performers by sales per room. The Homestead ranked 81st in the top 100 performers in the companies, Cost for the luncheon is $16 per preregistered person or Tesort category. Various activities are available $25 at the door. throughout the year at The Home- More than 20 years later, Oak Brook, Ill.,-based McDonald's Corp.still is massaging the media for its own benefit. Thursday's introduction of the Arch Deluxe hamburgerin the United States and Canada was an intricately staged media hype-fest designed to augment the front-page exposure the company garnered in Thursday's USA Today with press-and broadcast news coverage in every major city in the two nations. Just as savvypolitical strate- nis, hot air ballooning, trout fishing and horseback excursions. Helping make electronic versions of 5,000,000 unique items freely available over the Internet bythe year 2000 is the goal of a multimillion dollar gift made by a Utah technology firm. Provo-based Ameritech Library Services and its Baby Bell parent company, Ameritech, recently announced thattheywill donate $2 million to the Library of Congress to establish the Library of Confee National Digital ibrary cooperation. Wasatch Tech Watch As a result of the donation, the Library of Congress will create a grant program allowing selected WASHINGTON (AP) Amtrak is buying 98 new loco- Performance of key Stock markets libraries throughoutthe U.S. to digitize their unique Americana col- ‘Seng, London: FT 100. Paris: CAC-40. Tokyo: Nikkei lections for incorporation into the Library's National Digital Library. The $2 million gift from the Ameritech Foundation is the largest corporate donation to the NDLtodate. In total, the Library has raised more than $21 million in private funds, while the U.S. Congress has pledgedan additional $15 million in funding for fiscal years 1996 through the year 2000. iS grant program will vastly multiply the educational impact of bringing together importanthistorical documents on specific subjects formerly dispersed among institutions across the country,” said Librarian of Congress James H. Billington. Accsding t0 a news release marking the announcement, the NDLprogram places rare collections of Americana on-line and available to individuals around the world, where previously they were only available to visitors to the Library of Congress. According to Newt Gingrich, motives, the national passenger rail service said late Friday The $235-million deal goes to General Electric Transporiation Systems in Erie, Pa. First delivery is scheduled by September. Amtrak said the new 4,250S locomotives will replace older 4,000-horsepower engines on service operating out of Chicago. With the higher horsepower, large trains can operate with fewer locomotives, the railroad said. It said the new machines are also more fuel-efficient than those being replaced. Amtrak has been struggling with financial problemsthat led it to cut back service last year. Federal subsidies for the railroad are scheduled to be gradually elimi- nated and the railroad has been Seeking a portion of the federal gasoline tax in an effort to maintain its fiscal stability. Nonetheless, Amtrak recently announced plans for high-speed trains in the Northeast corridor, anticipating that profits from that 150 mph service will help move the railroad into the black ‘Sydney Al Oninanes Zunch Credit Susse Mian: MIB. fia not avaiable, x-n. hotdday linked simultaneous press conferences originating from Radio City Music Hall in New York,the Pacific Cinerama Dome Theatre in Los Angeles and Toronto's SkyDome. At Radio City, an American icon of glitz and glamor since deceiving the public. It has come to be thought of as not a credible source of information.” In 1985, when Coca-Cola Co. honchos decided they had developed a better-tasting Coke than the 100-year-old product that had becomethe most popular brand in the world. they didn’t use advertising to announce the sweeter formula. They ballyhooed their discovery with a major news blitz After new Coke wasrejected by consumers in one of the biggest marketing fiascosin history, compa- before McDonald’s founder Ray Kroc flipped his first hamburger, some 300 reporters, suppliers and McDonald's franchisees tasted the so-called adult burgers at cocktail tables while white-jacketed waiters circulated with trays of champagnein “Arch Deluxe” flutes. A faux-suave Ronald McDonald. golf putter in hand, in a black tuxedo and matched golden bow tie and cummerbund, danced a kick-line with the music hall's Ameritech puts Library of Congress at fingertips For more ‘information, call stead. During summer months, the historic resort features a challengUITAat (801)568- 3500. ing 18-hole golf course in addition WASHINGTON — Rep. Bill to biking, hiking, swimming, ten- Orton, D-Utah, this week announced that the Federal Hous- ny executives again tumed to the news media to issue their mea culpas and promise to restore consumers’ beloved Coke to the shelves under the name of Coke Classic Like the cola wars of the "80s, the burger wars of the “90s have reached the point where consumers need somethingto get excited about McDonald’s sales in the U.S. have been growing only because of the addition of new restaurants. The company’s last big splash, in 1991, was the launch of the lower-fat McLean Deluxe, which also garmered massive quantities of free publicity And lately, adult fast-food customers have been showing their preference for the competition's sandwiches Soif Burger King and Wendy's already have “adult” hamburgers. what makes McDonald's $3.19 beef patty with cheese, toppings and the option of bacon a front-page story? “Even the news has become a for-profit business, with keen com petition,” said Whalen. “An editor has to capture the biggest audience and give people what they'reinterested in. The audienceis interested in what directly affects their lives — like a hamburger — morethan what's goingon incity hall.” long-legged signature dance troupe, the Rockettes. Such staged antics are designed to get news cameras humming. And marketing practitioners are unapologetic aboutusing these tacticsto sell Most newspapers don’t sell frontpage ads, said Clarke Caywood, chairmanofthe Integrated Marketing Communications program at Northwestem University in Evanston, Ill “So you must use multiple strategies toreach the consumer. He added, “Thereis a belief in the industry that the credibility of the news is eight times greater than that of advertising.” which has “walked the line — not necessarily telling a lie. but still sometimes Thursday, McDonald's staged phone (was) the Egg McMutffin 1 events in about 40 U.S. cities that University. “It wasn't part of an advertising buy on thestation. It was pure promotion.” SPANISH FORK — DVO ing Administration (FHA) is raisEnterprises Friday announced the ingits single-family mortgage loan release of twoof its most popular limit in Utah County from software packages, Cook'n and $108,750 to $123,400. The FHA’s Tickler, for the Macintosh operat- decision to raise the limit came in gists work tolandflattering film of their candidates on the front pages of the biggest newspapers and at the top of the nightly news, America’s corporations increasingly are jumping beyond their advertisements and into the news columns to promote their wares. Alder attributes the increased Pricesto the greater complexity of the PCB panels ElectroStar is manufacturing forits customers. ElectroStar has two manutacturing facilities. Its Utah plant focuses on volume contracts for OEMs(original equipment manufacturers) and contract: manufacturers, while its California plant emphasizes quick turnaround of complex multilayer PCBs Althoughits sales were not as high as ElectroStar’s, Provo-based iMALL (NASDAQ:IMAL) also turned in stellar results forits first quarter ended March 31 For the quarter, iMALL had sales of $4.13 million with net income of $739,000, which in my opinion is pretty dang good for a firm that didn’t exist a year ago. iMALL’s electronic mall format, http://www.imall.com, is considered by most web surfers as the largest such entity on the Internet Additionally, the firm creates web sites and provides Internet oper of uitraclean manutacturing environments. For one customer, Daw will furnish and install the complete recirculating and make-up air handling systems. For the second client, the firm will create a cleanroomsystems solution for a 70,000 square foot fabrication facility Daw primarily designs, manufactures and installs cleanrooms to meet the stringent manufacturing requirements of semiconductor | % | 5 companies eee its efforts, Daw cus tomers are able to eliminate airborne particles less than 1,000 times smaller than the diameter of a humanhair. A marketing communications consuitant that specializes in hightech and life sciences clients, David Politis welcomes column ideas at 801-569-2592 or via the Internet at dpolitis@ politis.com. ap ° thn Week's close Week ago Year ago 2.67% 2.67% 2.88% | Average rate paid on bank | money-market accounts | (Bank Rate Monitor) 91-day Treasury Bill Yield 5.12% 5.02% 5.86% | 30-year Treasury Bond 6.92% 7.11% 7.00% 259.08 257.12 230.45 ase Bart pec 5,518.14 5,478.03 4,430.56 652.09 641.63 525.55 $6.506.582 billion $6,421.250 billion $5,140.063 billion | COMMODITIES consulting services to a wide vari- ety of clients. At the same time, iMALL’s results helplay torest the question of whether or not anyone can make any money Commodities Research Seemslike one company has figured Outat least one method to doso. Daw lands two contracts ot STOCKS selling products over the Intemet Salt’ Lake City-based Daw Technologies recently announced it has been awarded two new contracts worth $10 million Although the clients were not named, both are existing North American customers of the devel- Bureau Index Associated Press Commodities Index Dow Jones 30 S&P 500 Wilshire 5000 (mkt. value of 5000 stocks) ap “Market highiights Week ending MMay 10, 1996 Wi ATVI 5518.14 +40.11 { ending Friday, MTWTF Day May 10 91/95 speaker of the House, the effort makes “American History come alive and literally places it at the gertip of children, students and 12 ponte: 12/195 W196 at DOW (Industrials) 61/96 S&P500 closes adults everywhere.” ing at 1.5180 German marks, up day. NONFERROUS METALS from 1.5164, Later in New York NEW YORK (AP) — Aluthe dollar advanced further to 105.51 yen and 1.5293 marks. minum - 74.3 cents per Ib, Lon‘Other dollar rates in Europe com- don Metal Exch. Fri. Copper with late Thursday: 1.2365 $1.3400 Cathode full plate, U.S. iss francs, up from 1.2355; destinations. Copper - $1.2900 1441 French francs, up from oe ee eee 1407; 1.6983 Dutch up 2 cents per Ib. Zinc - .$135an 116947:1,556.55 falian lire, -5240 per Ib, delivered. Tin from 1,561.50; 1.3671 $4. Thu. Metals Week comeee . ib. Gold -2 Canadian rege tones from ly larman (only dai 1.3673, The British 3 at $1.5275, mpm ar Gold - $390. 80 Troy ae 1.5223 aea er 4 'Y Mere spot ant Fri. Silver $5.385 Handy {only York the pound retreated daily quote). Silver - $5.334 troy oz., NY Mere spot month Fri. which can be viewed at http://www.loc.gov/, companyresults TwoUtah technology firms few readers have heard of, ElectroStar and iMALL, recently reported very positive financial results for their first quarters, i was $392.70, $392.70, ae late Thursday. Febracrs 12. 1980 gyyi95 o1795 12/195 V6 6196 an-based ElectroStar (NAS- DAQ/NM:ESTR) announced this past week that it had generated record earningsin its first quarter. For the quarter ended March 31, the manufacturer ofprinted circuit boards had net income of $1.87 million on sales of $17 million. First quarter results in 1995 were $819,000 and $14.45 million, respectively, According to Kent Alder, com- - $265.00 per 76 Ib flask, & president and CEO,the firm New York. Platinum - $404.00- Nii we Aliaime high: 661.45 “benefiting from unit volume growth in multilayer PCBs and increased sales prices of PCB panels.” DILBERT® DOGRERT, CAREER COUNSELOR TIM A LOWLY TECHNICAL WRITER NOW, BUT MY GOAL TS TO QECOME A FAMOUS NOVELIST. ) MY PLAN LS TO WRITE WITTY AND SCATHING E-MAIL MESSAGES ABOUT CO-WORKERS UNTIL A PUBLISHER GIVES ME |Ghilte© 190 Unites Feorure Synateate, ime (NYC) LONDON (AP) — The U.S. Earlier in Hong Kong, gold fell 40 currency was trading in London at cents to close at $392.95. Silver 105.45 Japanese yen, up from traded in London at $5.42 a troy 104.80 late Thursday. It was trad- ounce, unchanged from late Thurs- The first of these digitized Americana selections are now available from the Library of Congress’ home page onthe Internet, |