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...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!