Desperately Seeking Survival

Pan Am considers putting its money-losing shuttle up for sale

When Pan Am launched its Eastern-corridor shuttle service five months ago at New York City's La Guardia Airport, the renovated Marine Air Terminal was festooned with balloons and filled with champagne-sipping customers and curious onlookers. Lately, though, Pan Am's handsome art deco terminal has been far too quiet and not at all festive. Although the carrier poured $4 million into an aggressive advertising campaign aimed at challenging rival Eastern Airlines, which has dominated flights on the Washington-New York- Boston axis for 25 years, Pan Am has been struggling to get its shuttle service off the ground.

Only about 30% of passengers...

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