Aviation: Fare Play

With splashy, full-page ads in newspapers all the way from Chicago to Los Angeles, Denver's Continental Air Lines last week set the aviation industry on its ear. Beginning Dec. 1, the ads announced, Continental plans to introduce "economy'' class jet service with no meals or liquor—but at fares 25% below present coach rates. Executives of other airlines, many of whom have pressed for higher fares as the only way to beef up their industry's slim profits, responded to Continental's move with banshee wails. Shrugged Continental President Robert Six: "I'm not running a...

Want the full story?

Subscribe Now


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!