Business: No Sale II

In shopping around for a buyer for his American Broadcasting Co., Edward J. Noble has dickered with International Telephone & Telegraph Corp., 20th Century-Fox Film Corp. and Publisher Walter (Philadelphia Inquirer) Annenberg. Fortnight ago, Noble was dickering with two hot new prospects: the Columbia Broadcasting System and United Paramount Theaters, Inc. His asking price was $28 million. Last week, all the negotiations fell through. Reason: after all the offers, Ed Noble finally decided that ABC was just too good to part with.

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