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...

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