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Show THE UTAH ENTERPRISE 5 OCTOBER 24, 1977 higher than 1976 on nonpeanut flights as well as lower-price- d ones. Air fares continued from page 1 ed to $126,000 during the same period last year. The major reason for the turnaround is the peanut It fare,0Donnell insists. is the eloquence of the concept. There is something magic about the word peanut." It has caught on, even though we have been outspent in advertising two to one. In every market the peanut fare holds its own." O'Donnell is convinced he is seeing the classical halo effect of marketing. When you do one good thing, it tends to reflect well on others you do," he says. To prove his point, he lists the average load factor for peanut, and all flights Texas runs between Salt Lake City and Denver (see chart, page 13). Sure enough, 1977 traffic is non-pean- ut Record breaking month Texas increase in passenger boarding so far this year is greater than that of any other airline in the industry, ODonnell states. September saw the airlines System-wid- e, consecutive 13th record-breakin- g traffic month. This August, ODonnell continues, the company received 300 percent more telephone calls that it did last To handle the August. horrendous growth, he says. Texas just last week opened a new Houston office and added 100 new clerks a 35 percent gain in personnel. The clincher to Texas success, O'Donnell contends, is its obvious commitment to low fares. Half of Texas daily departures systemwide offer between 25 and 65 percent No other carrier discounts. in the country is committed to the low fare," he says. So when passengers interested in low fares think about going somewhere, they call the low fare airline to see if it goes there, first. Sofa travelers Where do Texas passengers come from? Buses, cars and sofas. O'Donnell We are appealing in says. great part to the non-ai- r traffic market," he says. These are people who otherwise would travel in another mode (drive, take the bus). Or and this was very suprising they are people who have money to travel but don't. They are middle class people who can afford to travel, but stay home instead. This is the sofa group. Weve talked to thousands of them at the airports. They say We thought it would be fun to go to Denver this weekend, and at this price we couldn't afford not to. And you can't tell me the business traveler doesn't On our care about price. peanut flights you see as many different kinds of travelers as there are people including those with three-piec- e suits and briefcases. For the first time our flight attendants find people getting on the airplane and heading for the cockpit instead of the passenger section. They are dealing with people who have never before flown," ODonnell says. JUST A NICKEL (50 A CUP Plus a Coffee Maker and Maintenance FREE Office and restaurant service with Hills Brothers and Yuban coffee at a quantity earned discount of up to 25 V2 over retail prices. 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