| Show ga pcpF-4—p- - o - 471 1 11 ' It ' 1 ! i Zft i!:-- fait Zrt4‘r-tt3 e isILEIrt"P:1415Sti i J 1 Buiinesg 1 i Dic: 237-204- SUNDAY 5 12 1992 January Dll 1 1 I : 1 Mutual Funds Hardest Part ! 1 i I i Fed-U- p i I I II I I 1 I 1 1 i 1 1 I 1 1 Reap Savers' Money - -- I -1I ----- --- 1 007 Id'''d:: d:11177:"V'1 '9 ::701't Le 0A - taio e i- i f i t sa- e--- Investrrs pot $2073 billion such funds fiuring the first 11 months of 19')1 That number -- - C - i sk----- IE I - - i I ' I 1 ( - John e -- is 1 t t l !ker 1 :I i1 t 1 1 I I ° I 1 ) I l 1 t 1 I I I s t 1 I 1 I It i I i t 4 I t : I 1 1 r This lost on banking executives Last Tuesday First Seeurity Bank Chairman Speneer F EctIes told a Salt Lake City andiente there are two sides to the phenomenon of lower mortgage rates now being-- enjoyed by home bnyers Remember" he sena d "low in-terest ratea as a lso means low interest rates for savers" "Investors can still find growth —a rAs Assnasleep Plf!sq Nvy Yrall-- — P6Ilstr Lolls Rarris is 1a?nt tbd firm that t1Par4 his name to farnt anothEl researela trYislittiTq eegnpany He arvi tql1Paz14? RaPrt Wavor Jr tall hoa4 rm stell 9reet!i3li74 141star1h arrt Eto- in cant- - 111tVnliA1 e115111firl garhs fy3114- 44 tho 6r:g'ina4 pflini firm nt 134 d A ' - - I eettriiia7 - ( ) is ?"'e9i--------r-- 4 -- ' a - - irrt )-- - r) I tiou: --- a at 17 - 0 I ' Cr14---- fied The i J -- R i Adredarmag-- set tarty Ttimme By Steven Oberbeck SAV't LAKE rinyukir In Salt Lake City you can get your dog groomed at Bark Avenue your hair cut at Hair Tek and grab a quick sandwich at Id' a name that jumps off the pages at customers can be an important marketing book tool -- The name Id' Eclair is one of our best assets'" said owner Janette Fakm7ette "It's been mentioned in Me New Yorker magazine and The Wall Street lourtvil" With a few notable exceptions most offbeat or unusual names are restricted to businPtSfl that draw their customers from their communities And that may be the source of one of their strengths ''An unusual Or slightly offbeat name on the retail level can add a lot to a small business It can give customers the feeling that this is a company that's fun to do business with" said Bill Cutting one of the owners of IPenna Powers Cutting Si Haynes a Salt Lake advertising and marketing com- pany There is a possible downside "There is always the chance that some cus- - Fclair windYou can also get a shield fixed byThe Hit Man get ears pierced at Earresistible and diaper senriee at Bear Buns When it comes to names owners often turn to unique catchy arid hopefully memorable monikers to draw customers and get that all important name rec ognition "Overall the name Earresistible hag had a profitable positive effeet" said ownerJack- ie Louie "I've been told it's a catchy name it's different and when people hear it they know immediately the type of businf'SS that I rock-damag- small-busine- ss City-ba- have" Since many small businesses don't have a lot to spend on advertising beyond a phone d ' spend" Naming a Business? Puns Spell Projim TW - cr-ori- radio-servie- e t - FereThy - om:sit:ma utilities and police has seen its businesa fall off dramatieally in the last six months In some cases clients cancel their contrarts within file for bankrupley the even utive said "People stop using commernicatirina as a last resort" he said "Thesere not spending money because they don't have money to a a- Ek company d MtcriharSttlw-swaallydrmatirysnt3ro- 7 osEMM1NMEEIMM Atlanta-base- ir: a he said Because the decision is perdinge he spoke cynly on condition that his name and company not be identi- He said he's never had to lay off workers before and has ly held off the a'k this time even thon et he's long siege kiwarn it would have to fall The company has tried to buy time by ptitting elf the purchase of PotV7 leating Mind rimming vehicles well past their usual replatement time "'rye been seeing the need toe size down for some time but I've been looking for some change irt the economy some light at the end: of the tunnel I don't see it If I wait any longer my finantial situae tion gets serious I've delayed it as long as I cam" And yet after he and his- part' ner agreed on a firm decision— at leaet four layoffs— in late Detente bet they put off implementing it again "I couldn't see letting people off at Christmas" the executive said it would have been done before if it hadn't been for the time of repeated-Investmen- ts tomers might not take the business seriously They might think the tyasiness is all parkaging and no substanee" Mr Cutting said Still customers don't netessarily expect names when dealing corporateasemnding with a company based in their own communities he said Valoy Silver OWTiff of Hair Tek said some of her longtime male customen laughed a bit at the name she chose when she opened her own business six years ago 'It vras all in fun I haven't had any negative comments And I've even had seveTal vople call from out of state interested in using the name" Ms Silver said But it's the service that a business performs for its customers that is the main concerti — not necessarily the name said Brent Burdette owner of The Hit Man "I do a lot of work on trurk and automobile fleet& It's fun oetasionally to get a secretary on the line to leave a message for the boss A lot of times you'll hear a laugh when you say 'Tell him The Hit Man called' equip-rampa- nt - year" Seniority personality and other' factors will go into the decisions" he said he'll announce this weeke There'll be more meetings with hi general manager more lost sleep: "You're most assuredly affect-- ing the life of the person you're: going to lay Oft In these times they're not going to be able to find: another job easily" Worse he added "At this pointa it's a permanent downsizing l don't see any recovery on the way For a lot of people there's a COnri-- : denee problem" He acknowledged that the ac-- : tion he's taking will add to the vin dous cycle behind that lack of confidence in the economy: Fear-o- f losing one's job leads to doubt and spending cutbacks which brings layoffs which brings more: ! Who's That Eavesdropping on Your Phone Call? By Walt Schaffer THE SALT LAKE TRIBUNE Disrussing business plans hav- ing an intimate talk vrith a friend or just plain gossiping on a cordless of cellular telephone may not be as private as one thinks With a frequency scanner available from any electronics store a third party can tune in on a proliferation of mobile eonver sations say telephone officials A normal cordless phone can potentially pick up neighbor's conversations or Conversations on similar phones In addition someone walking down the street with a cordless phone ean pick up eonversations in surrounding home "A penon better be careful of A tot:1 at key what they say about the neighbors" said Duane Cooke US WEST Communications spokesman noting how easy it is to monitor cordless-phon- e conversations "We tell people that everything they say when using a cellular phone might not be private" said Todd Wollenbarger of Cellular One in Salt Lake City "We've had a couple of spouses express concern about their partners overbearing private conversations" he said Discussing conridential information over the airwaves has always been a security issue for military and civilian investigators Hill Air Force Base officials and FBI agents use cellular phones indierztcrs 7!- I manamagmtaista "111'1'"'''''''" midammintimilma As reetteantaao Pocnerlage &wigs a 4cliusteatiorantlatiote ri3LItitaf 4 4419 to 115 1100'!C loa 4 ) -- 215 a i CA0391 in Milions ke: &nod by banks Avrj 125 e i Transmission frequencies change as a person moves from one place to another or as one raie site gets overloaded with calls arauTomatically shifts calls to another site A caller is unaware his frequency is changing but a person using a scanner has to search for the new frequency to continue hearing the call civ1ii rafe PeonAlnt vise 1192 TS e 81 -- -- 0I-- 12 41 1:immationmememmommopipoi 6 '81 '33 35' 8'7 'aq:41 12' SritiPeg: Co4oeit RAPArAll 360tml $1463 3no 4 34 1 2 Labor - a 81 '85 87 '84 "91 92 ItAioce LI 5 Tovskef Dew avOt attor4gromor tomcat '83 '88 87 '89 '91'12' 800Pee i) 5 Tray Not '81 '81 Not 8794 ei 3 '91 '99 '85 SC)19CE ' 4 :200 0 I al 31 '35 87 MI sotiorF LatwOoof i year§ 71 78 5' 4 roc' AndinCiatlot-3(1--—" 10 -- 71 !OAS Winos 9 a io 0000 In its i 115 35 41 '8? '85 81 '841 91 -- 32 scsoocg 010"4 Nyuww 3ford the executive said( "You've got to lay off a few to save' the majority This business has a lot of people to support" 07 at -- fear Still Paliceinee- x-gig 12 2t) 101 004 ait a3 as 17 ao 31'12 sooece- Cmovrwro 04! aattts 5y Pcir: Listening in on a cellular-phonconversation is more difficult than one on a cordless phone because frequencies vary and even change as the conversation is taking place umoveragoli stomatmoo :mtatemmon mitionamos Consumfw — asr thing drummed into minds of all military (personnel) using portable communications he said 1 aian alIit--:-- ' - but have strict policies on how they're used "We don't use cellular cordless or hard-lin- e public telephones when discussing confidential insaid Lee Rasmussen formationlegal counsel for the FBI in Salt Lake City "We use secure phone lines which require special equipment at each end of the conversa- tion If that's not possible we'll talk to someone face to face" Cellular phones like regular telephones have terms of limitation for military use said Len Barry Hill Air Force Base media chief "Obviously we can't discuss certain information on them So communications security is some- - tevo!004?"15'Iutt t k Pollster to Form New Finn' dio4 ' zyvethiaootwpoertruct:17 What do you base it on' I money-mark- vr!lieh -- a f i :1 Wort k y i JO 4 I meitithliltavderxsann I --- 11- ----- aea all-ti- pablie-pane- i ' Standing in front of her earring store "Earresistible" owner Jaekie Louie says the catchy name has had "a profitable pos- itive effert" Many small businesses- with limited advertising budgets say clever name can be an Important marketing tool 'buy-and-hol- 343rryh vt —- - n I n low-ris- I i 7 ' ) i 1 i - -e 1 stork-mark- - 1 neer 1 are-takin- long-ter- t I t II t 't- -' iii - i -- worked hard and loyally for a small company will lose their jobs "'W'tira is it?" everyone whispers and their boss says answering that question has been harder on him than any deeision he's made in 20 years in business The four are secretaries and technielans whose fares and families he knows: it is a company of only 29 employees 'I definitely lose sleep over it I - ‘ ' A'ff ATLANTA — Later this month at least four people who've 1 e O' ' TYE AWICiAlTD ppERA I A de-dini- d e a' - dent of marketing' for Fidelity And he told The Salt Lake Triblne in a telephone interview from Besion that today's investors no loreiser seek the instant gratifleation that ran during the finansial boorti and bust of the 1980s "People appear to be trying to save more" he said That attis tude goes hand in band with the people who seem to be dieting today to live longer and have a healthier lifestyle He added: "Credit-carbalances are Americans are paying off debt at a rate vire haven't !seen for several decades' People control of their own balance sheets land' are vrilling to become more disciplined They have the patience to wait for the gains They're approach taking a to stocks" For the investor who buys one stoe'k at a time the luxury of making a buy and letting it ride for long-tergains is often lost Individual stocks have to be watched and then acted on ierhen tremds shift The allure of' mutual funds is diversity A fund with many stocks does not rise and fall on the fortunes of a few And a professional managea the stock portfolio usually under strict guidelines Despite these safeguards mutual-fond investing does require keeping abreast of financial-marktrends "Today's investor is much more sophisticated than even four or five years ago" me Hines said "There's a lot more data out there and they're using it much more intelligently" Gretchen Anderson is director of op4erations at Fidelity's Salt Lake regional office She's been with the company since the 1987 crash nett investora were showing "conservatism and cautiousness" in all segments of the mutual-fun- d industry "Today we're at an high" she said She's seeing investors who range from the highly conservative to the aggressive high-ristakers Many of the former catei vrnuld prefer to gory she said have their money in banks tied funds and up in certificates of deressit But "they can't live off their investments" held in banks because of today's low interest rates she said These folks are forking to mutual funds primargoveroily pegged to rnent and corporate bonds In Fidelity's Salt Lake City oefir4 alone Nfs Anderson's employees handled 446r11 telephone calls nne day two weeks ago from investors and people wanting information Nationally Fidelity handled 112001 calls she said i F a (-9- 4 i Mt et t --- 3 easi sie ear-- I preset- 1 -- t exodus over the same period a year Ann Christopher Sullivan By - t ea ! 4 i Ilei) consileea i I k f-- ti tnennii el t i ' )i ) ! Miner Baeliwais e f I ''''' i es AKIIIIMENSIIIIIKININI ten I aglay ! Keahey I - I i I 1 fi- - int( 1 -- elni- t -- 'i i l' 11111111111111111111111MINNIEW S i - -AL-— -- - -- - e- i I ?0 --- - ' 1 i Ille '" :":400-::r7- - ----- -- - zr -- More arid TneTe people fed up with towentereet yields for money hell in traditional bank accounts are pouring cash in everincTeasing amounts into mutual fund& —11":"'''':0":i ' '''' Iinto I I Iyoff Who Gets Ix? mmnWA4alm4L A0C ANWINNINOw L3E 411 at of 3 C104-"- at '92 Financial Forecast: Chilly Winds Early Thaw Later Craig Stly4 KINITHTainnFit F)rpteflt a NEwci SERVICE year A year If most eronomists are correct 1392 will be a year of 31ow growth in jobs corporate profits home and auto' purchases and industrial output That will mean low intlatiot low interest rates and low growth in low-slo- 301-8-o wres That adds up to a year The CartSPA5114 forecast is for an eronomic rebound less than half as high as the norm in the eight previous reeaverlea since World W3r a gpkyopq 1r(YrnV trearq it will renlaintongh to tnil a jobc There will he littl improvement in t110 unemployment rate from last Irlday'a loyal of 71 percent New jithsviral 11A harely enough to arcommodatp younzpeople and atIleri joining' the hurli 6)r vr'kr't 3ro-S- 0' 01 ad All Ao e 00 Ar oe 41 dat al oitalt AO 11 The average forecast of 44 economists surveyed by the Pederal Reserve Bank of Philadelphia is for the economy as measured by real or in(lation-afttistegross national product to grovt at an animal rate of 2 percent in the first half of the year Business artiVity should strengthen — but only modestly — to a 3- percent growth rate in the second half The economy's average growth rate in the first year of previous recoveries has been about 4 percent The Pedsurtey found that economist expert unemployment to- decline slightly by year's end to 4 i percent and to fall firrthor to an average of 4 3 percent in I 1q1 The scenario of a weak first half filen stronger second half sounds like a recycled 17riii)!I of last rar's consensus forecast Prevailing wisdom a year ago was tisat the economy would' shrink during- the first half el4o 100 d - 01 dstdedrdit do de rdtdcoda411-11ad- r dte of 1591 then rebound in the second' half A short' shallow recession most pundits predicted For a whilP events followed that script The first half of the year was weak then 'irn g the slimmer the economy seemed' to be coming out of recession But as the IP3Vel turned color the recover turned' tail Autumn and winter brought chilly economic winds Layoffs spread 304: pessitnisrn about the economy deepened Ay helping to push down interest rates to tht? Itrost levels in the ted may already have supplied the fuel needed' to power the economy out of the longest recession since the I t won't be immediate said Howard Keen chief economist for Conrail "The rste dropa that we hAve beets seeing' are- going to take some time to be felt" noarly-llyear- ---- dot APL Xeen said "That's going to be four to five' months from nowa Keen'S forecast year aqo was presciently pessimistic His employer the Philadel-- : railroad wowed financial analysts in 1)91 because it generated higher profits 4?71!1 though the recession caused a decline in revenue from hauling freight The surprising financial performance came because of steps taken in 13'14 and early 1a91 when Conrai1 executives anticipated that the economic upturn !night be longer and deeper than most people expected a gortyjr This time around ptpen in g eMnrrny 8ut he's harlly ebullient nth at from current levels "It wouldn't take much to Keen itemized the factors hol4ing the See toiuma Z phia-base- d cost-cuttin- g t4 to-1- Aft 4racitcor 40 AA 1 AtAwat - |
