The Zinger of Silicon Valley

Morgan uses drastic measures in an attempt to save Atari

Few companies have risen so fast or crashed so rapidly as Atari, the onetime king of video games. From 1977 to 1982, annual sales zoomed from $200 million to $2 billion. But last year Atari lost $536 million in just the first nine months. Atari's collapse has left its parent company, Warner Communications, so weak that Warner is fighting for its life in a corporate takeover battle with Press Lord Rupert Murdoch. James J. Morgan, 41, then a vice president of Philip Morris, was hired last summer to rescue the ailing company....

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!