Business: The Londonderry Heirs

¢The two owners, who were also the entire staff of a San Francisco company named Londonderry, paid out a hard-earned $89 last January to place a two-inch advertisement in three publications: the San Francisco Chronicle, the magazine section of the Christian Science Monitor and Simset Magazine. The ad read: "Ice Cream. As low as 8 a pint. Sure to be pure—you make it. Combine cream, milk or evaporated milk, sugar and Londonderry. Whip—then freeze—that's all. No ice crystals ... 15¢ package makes 2 qts., any flavor."

By last week the same copy was appearing almost word for word (major change: the...